Sealing big sales of roof coatings and cements

By Dan Hollabaugh General Manager - Cements & Coatings Tamko Roofins Products

A SPHALT cements, roof coatings

.CLand drivewav sealers fall into a category of products that aren't readily top of mind, but are subconsciously grouped together when managing your retail building material business.

The product group includes joint compound, texture, molding, plumbing pipe, and other labor-intensive products. They are fast moving yet difficult to purchase, so your in-stock position is contingent upon timely and reactive replenishment. These heavy and bulky products in the retail building materials industry are the product groups in which, when you walk a store, you generally find the most out of stocks. At any given time if you were to walk a sampling of the stores in the industry, I would say that you would be less than marginally satisfied 257o to 407o of the time with the in-stock position and presentation of the asphalt coating product line. If the space you have allocated looks adequate, take a closer look. Make sure the four rows you have for Plastic Roof Cement aren't filled with Cold Application Cement or one of the other slower moving products. The 607o of the operators that have the allocations determined based on demand are the recipients of a thriving repeat business.

So what do you do?

Your first priority is to put someone in charge. Depending upon your operation you might be able to break up the responsibilities between any number of individuals. Recognize that these products have replenishment and stocking idiosyncrasies. Explain the long-term customer impact and therefore importance of a dependable, consistent source of supply to the viability of your overall business.

Sitting and waiting until you can generate an order with your primary vendor is detrimental to your customers, your business, and your credibility with the roofing trades.

Use a fill-in supplier. Having your fill-in products with a different label serves a dual purpose. [t's a visual reminder that you've filled in at a higher cost and lets the manufacturer's rep know that they have a procurement issue. Some customers have a brand preference, but their first pref'erence is that you have it.

In-store point-of-purchase (POP).

Can you think of a product group other than cements, coatings and driveway sealers that has more distinctly different businesses with multiplicity of end uses? If you look down the line, nobody comes in and buys everything. Most products, especially when purchased by applicators, are sold as the only one out of the line. It's the only one that fits the contractor's business or homeowner's project.

The professionals generally don't need the POP, it's the do-it-yourselfer who does. Have POP literature hole punched on a zip strip fastened to the racking or gondola for quick take away. Make the most out of the manufacturers' available POP for fast and easy product selection decisions.

Review sales history.

Make a sales plan for all peak-selling periods. To maximize sales, the operator must be aware of the seasonal demand of this product line and have it in stock! Pallets of the best movers stocked right on the floor saves time, builds volume and lessens workmen's comp claims.

Many of these products have huge sales demand spikes. For example, Wet and Dry Plastic Cement sells extremely well in the rainy season. Driveway sealer spikes in the spring and fall. Many locations get out of driveway sealers just about summer's end to avoid carry over. Be careful about this, you may miss out on the best selling season and risk sending your customers elsewhere.

Be sure you are carrying a good, better, best offering in driveway sealers. Driveway sealer upselling is one ofthe easiest upsells on the sales floor and everyone knows there's not much profit for anyone in the entry level grade.

Promotions.

The cements, coatings and driveway sealer product line responds well to price and project promotions. Plan them out in advance and watch the profits soar. Don't forget about the products that are related items, those higher margin application items and accessories.