A Tale about Paying it Forward in LBM: Making your Customers the Hero

For B2B LBM dealers, understanding and meeting customer needs is more than a professional obligation; it reflects the values and dedication that define the sector. This dedication ensures that every interaction is tailored to foster trust and build long-lasting relationships, which in turn fuels the industry’s growth and stability.

The emphasis on customer experience in LBM is crucial for maintaining recurring revenue and achieving sustainable growth, especially for the smaller dealers in emerging markets.

But face-to-face interactions aren’t the only way to serve customers with the best experience possible.

There is a misconception that adding online options for customers to purchase and make payments on their accounts is a ‘cold, impersonal’ approach that ‘undermines these authentic connections’. The truth is: technology and innovations like AI and e-commerce offer valuable resources that make the experience more valuable.

The key to this misconception is to view these digital tools not as replacements but as complementary resources that support and enhance personal customer service. But how?

Scenario 1: Traditional LBM Sales

Let's take a look at the manual way to serve a customer in store and on the phone.

Contractor Chris has a pressing deadline to meet a client’s request for a detailed takeoff and quote. After a hurried meeting with the client onsite, Chris raced against the clock to reach the lumberyard before closing time. As he arrived, Dealer Dan, Picker Pete, and Purchasing Pam immediately sprang into action. They understood the urgency and collaborated efficiently to help Chris sort through his special orders and tallies. Together, they worked on generating multiple quotes based on different material options, ensuring that Chris would have a range of choices to present to his client.

Despite their best efforts, the process took several hours to complete, and by 7 p.m., only half of the quote was finalised. Pam was still awaiting confirmation from a key supplier, who was unfortunately unresponsive. Chris left the lumberyard feeling a mix of relief and frustration, knowing that he would have to return the next day for the final details. The delay meant that he would have to push back presenting his quote to the client, which added pressure to his already tight schedule.

The next morning, Pam finally received the supplier's response and was able to finalise the quote. She sent it off to Chris manually via email, who then prepared to present the completed document to his client. However, just when it seemed that the process was nearing its end, the client requested further details. This meant Chris had to revisit the quote, leading to yet another round of revisions and paperwork. Sound familiar?

While the teamwork and dedication of Dan, Pete, and Pam were commendable and made a significant difference in managing Chris’s complex orders, the overall process still proved to be time-consuming. The meticulous nature of compiling quotes and the necessary back-and-forth with suppliers extended the timeline to at least three days, highlighting the inefficiencies inherent in the system. Despite the valuable assistance from the team, the experience underscored the need for more streamlined processes to reduce paperwork and expedite quote fulfilment.

Scenario 2: Supplemental eCommerce to the Rescue

In a different universe, Contractor Chris attends his client meeting equipped with the dealer’s advanced portal, which seamlessly integrates inventory, purchasing, and quoting functionalities. As the client outlines their needs, Chris efficiently logs into the portal, where he immediately begins to input the order details. Thanks to the portal’s comprehensive connectivity, he receives real-time information on item availability, current stock levels, and estimated delivery dates for any items that are out of stock. Additionally, the portal allows Chris to generate initial quotes that compare various materials for the job.

By the end of the meeting, Chris has all the information he needs to move forward, and he can either proceed to his next appointment or head home at a reasonable hour.

This is where face-to-face Customer Service shines

The following morning, Dealer Dan and Salesperson Sam review the takeoffs and quotes that Chris entered into the portal. They quickly identify areas where Chris might have missed materials or where cost-saving upgrades could be beneficial. Within just 30 minutes, Sam reaches out to Chris with suggestions to enhance the quote and improve the margin for both Chris (and Dan).

This efficient communication not only refines the quote but also provides Chris with valuable insights to present to his client, all in a fraction of the time it would have taken in the traditional process.

The advantages of this streamlined approach are clear. Contractor Chris benefits from significant time savings, reduced travel, and a faster, more accurate quoting process, which helps him impress his client with prompt responses and detailed information. At the same time, Dealer Dan and Salesperson Sam can offer personalised, hands-on service that supports both Chris’s needs and their own business margins.

Dealer Dan isn’t the Hero; Contractor Chris is!

In the end, Contractor Chris emerges as the hero of the story, thanks to his swift and effective handling of the quoting process. His ability to provide timely and accurate quotes enhances his reputation with his client and strengthens his professional standing.

However, Chris is fully aware that his success is not a solo achievement; it’s a testament to the invaluable support of Dealer Dan and his team. Their efficient, integrated system and proactive assistance were crucial in turning a potentially cumbersome process into a seamless and rewarding experience.

As Chris vows to remain loyal to Dealer Dan and his team, it’s clear that the real hero of this narrative is the collective dedication to exceptional customer experience.

In Conclusion: it is all about how you use eCommerce

Having ecommerce as a replacement to your sales teams can be detrimental to your customer experience – if you let it. But the real value in ecommerce is the increase in efficiency that you are providing for your customers to do their work. Therefore, pleasing your customer so they remember you and always want to come back.