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Leading Exterior Building Materials Manufacturer - Part 1
History
Over the years our client has primarily sold their windows through proprietary dealer stores. This is a unique distribution system for the industry and has raised two very interesting market challenges. First, how do you effectively sell products in new channels without disrupting your loyal dealer base? Second, how do you make your proprietary stores competitive with lumberyards, home centers and other sales channels?
Frank Lynn & Associates has worked with this manufacturer for nine years to develop, enhance and modify their market strategy, constantly taking into consideration these two important questions.
Growing Market Share
During the mid-90s, lumberyard stores were the primary sales channel for wood windows. However, the client's major competitor, dominating the channel with more than 50 percent market share. Given the competitive situation, how would our client achieve their desired growth? After weeks of research we presented two alternatives: they could battle their competitor on its home turf and risk intense channel conflict; or stick with what they knew best, their proprietary dealer stores, and eliminate costs through other means.
The choice seemed obvious. Frank Lynn & Associates worked with our client to help them identify operation redundancies and streamline their manufacturing and distribution methods. In the end, they were able to achieve their desired growth objectives without disrupting their dealer/channel partners.
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| October 21, 2010 |
| Professional Sales Channel Management |
Using proven management tools, frameworks and methods to prepare channel managers to drive sales and market share through indirect sales channels.
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