Serving Ttro Masters

Despite the stellar success the big box retailers have achieved in selling the public, their forays into selling the professional customer have not always enjoyed the same results. It doesn't seem likely that their sharp upward curve in retail selling will be matched on the professional level.

The big boxes soon found that low pricing and extended hours alone wouldn't cut it if they expected to steal away the professional customer. Sales help to serve pros requires different types of assistance and far more specialized product and operations knowledge. Major strategic changes are necessary for the warehouse home centers to garner a larger share of the business market. Also, as the boxes sell end users, professionals see them as competitors as well as suppliers. While pricing is very important, not all contractors can spend the time required to get in and get out of a warehouse. Some also realize that the independent retailer or wholesaler can often match or beat their bigger competitor on price.

Many traditional wholesalers have stayed in the battle for the pro customer by being strong in classics such as on-time, accurate deliveries and in-stock inventory positions. Those who also remain competitive on price have been able to repulse the onslaught of the warehouses. Having the absolute lowest price often is not vital; close is usually sufficient. Surveys indicate that if a current supplier is doing a good job, the impetus to switch to a big box is not strong enough. Change comes hard to many and inertia is a powerful force.

The old adage that it is hard to serve two masters should get quoted here as the boxes increase their efforts to sell the professionaUbusiness customer as well as the public. The very real differences between the two demonstrates that the warehouses' incursion into new areas has resulted in a fierce competitive battle that is far from over.