The Silent Salesman

Tarmac’s Dr Bill looks at more subtle ways of selling

Not so long ago, we all looked at hard copy (paper) technical brochures and datasheets to research building materials. However, the relentless and onward march of communication technology has eclipsed the well tried and ‘traditional’ methods of the past, and hard copy material is a rarity. The smartphone or tablet is the communication tool de nos jours.

Given this ever growing rise of digital technology, you would be forgiven for thinking that good old ‘Point of Sale’ information (PoS) would by now be nothing but a distant memory. However this couldn’t be further from the truth!

For Builders Merchants across the country PoS is still a significant tool for educating their tradesmen customers. PoS displays inform customers in a clear, concise and visual manner, detailing new product developments that could give them significant benefits.

What’s more, you don’t have to scroll through page after page on a tiny, difficult to read screen. The visual impact of good POS material should never be underestimated.

As an example, weatherproof packed cement products no longer need to be kept in poorly lit sheds to protect them from the elements, they can now be stored outside in clear daylight. This is a significant benefit, best shown through effective outdoor PoS.

This ‘silent salesman’ also provides clear and simple information to staff, enabling them to give quick and authoritative answers when questions are asked by customers. Good PoS also helps with product training for Merchant’s staff that they may otherwise not get without a comprehensive study of the web.

Clearly, PoS offers many benefits and should be a key part of promotional planning.

Contact your suppliers and discuss how their POS can help you!

About Guest Blogger - Bill Price

Bill Price is National Commercial Technical Manager at Tarmac’s Cement business

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