20 WESTERN PALLET
something that's going to help, you progress to the next step, and you have to carry that through the entire way. Building those relationships and foundations are crucial to longevity in this business.”
“That persistence of staying in touch following up, right, that's an integral part of that process, as well,” another attendee commented. “So we have to consider that part of the overall sales process.” One participant uses a feature in Microsoft Outlook to prompt follow-up contact.
“I've called on accounts for five years before it was ever given an opportunity to come in, and actually, quote, but when it came time to it, they remembered who I was. And that's because of the persistence.”
Providing expert sales service, the importance of face-to-face communication
One participant is a lumber distributor servicing the Mexican market. “One of the things that that we do or we have done is we've learned the pallet business, we've learned how to speak to our customers about their pallet needs.”
The supplier has taken the time to understand their requirements. “We make it a point to learn exactly what kind of pallets they’re making. And based on that, we develop a script where we don’t compete on price. We don’t lower our margins just to get the business. We work on service and knowledge of their business. And so knocking on doors and making phone calls are far more important to us. Even though we're doing more and more marketing online, we still prefer to see our customers face-to-face.”
Another participant commented, “Look, I've sold commodity products, and you know, focusing on price is the fastest way to the gutter.”
Email marketing is ineffectual
Several participants agreed that email market is ineffectual unless you already have established a relationship. “Emails are very impersonal.”
Making time for business development
For many resource-stretched firms, making time for business development can be a challenge. One participant’s company splits up the responsibility. The participant shares cold calling duties with their co-owner and general manager. One of them will spend a couple of hours in the morning to “hitting the pavement and knocking on doors.” They have not developed a script but because they are so immersed in the business, having a conversation is not an issue. They have developed a pamphlet that they leave with potential customers.
World-class customer service
“Everybody here can say that they have world-class customer service. The trick is to actually have world-class customer service. And the other trick is having it and communicating it effectively…” Services such as dock sweeps and drop trailers have become fairly standard in the pallet industry. Rather than selling pallets as a commodity, it is important to examine the other services around that process. One participant, for example, has invested in a grinder to eliminate their waste stream. They also provide wood waste management services for their customers.
In essence, the growth trajectory of businesses in the pallet industry hinges on a multi-faceted approach. While understanding the distinct needs of potential customers is pivotal, so is the ability to diversify client bases and offer specialized services that stand out in the market. This requires not just a comprehensive knowledge of one's products but also a strategic approach to marketing and sales, prioritizing face-to-face interactions and exceptional service. As we move forward in an increasingly digital age, the importance of genuine relationships and world-class service remains paramount.