teaching builders

By John Chilson

integrity of the products they supply. In-depth review and consideration of new (and sometimes unproven) products is essential before offering them to their builder and contractor customers.

Builders have their own set of challenges, including the handling of newer products, a different set of installation tools, and the 800-pound gorilla: Will the product perform years after it's been installed? With some states enacting laws that hold builders responsible for at least l0 years on a home's warranty, the stakes are even higher.

With these challenges in mind. here are some ways building material suppliers can encourage and help builders go green by trying newer products, while improving the bottom line and promoting green building in their communities.

Educate the builder

As consumers become more educated about the benefits of green building, many builders are following suit so they can offer the options clients request.

"Consumers know the hot-button issues, like mold and mildew and indoor air quality," said turer rep ofl tnrd b answer qusstio wd preoentrytions orgary!4ons ilrat promote green brd@. From Austin Energy's Green Building Program to Califomia's BuiH It Green, these organizations can help csnpanies with partnership opportunities, infonnation and networking. ($ee page ffi for arlide on private and publicWrtnersh@.)

Marc Silveira, DuPont Tyvek Specialty representative from Orepac. "Builders need to know these issues, as well as offer answers and solutions."

Retailers now have a golden opportunity to help builders reach out and respond to consumers and their concerns. There are a variety of ways retailers can assist builders interested in using green products.

One way is to do a cost comparison. Truitt & White, a building material dealer in Berkeley, Ca., breaks out specs with both traditional and green materials.

"When a builder comes in with their specs looking for products, we'll take that project list of products and suggest green products that fit the green building criteria as an alternative to the more traditional building materials they've been using," said Mark Pearsall, vice president of sales and marketing for Truitt & White.

Getting feedback from builders is equally important. "If a problem exists with a new product, the supplier needs to know," said Michael Curran, Canyon Construction, Moraga, Ca.

If a product works, they need to know as well, because it might be an installation error and not the product, he said.

"It helps the supplier and all involved in the supply chain to know if other builders are having problems with a new product, or have a solution to a problem," Curran said.

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5.. Pqs-ition yourseff as the green suq plier. Otler your bui{der customers training on newer products and more sales support. Get feedback from your custorrers. Find out wlqt buibers la1d..you1sales reps) are seeing sl jobsites. Bo poactiva

Educate your counter staff

Your counter staff is at the frontlines and can have a huge influence on purchasing. Educate them on why a green product would make more sense than a traditional product, and the benefits of choosing the green product.

"The more sophisticated companies are educating their counter staff about the benefits of green building," said Orepac's Silveira. "Instead of being an order taker, they're proactive about the products they sell. They need to be educated about the advantages of building green, whether it's energy savings or healthier homes."

The proverbial buck shouldn't stop at the counter. The counter staff constantly interacts with builders. And successful retailers employ counter staff that interacts with the purchasing department. If your staff sees more interest in a certain product, your company needs to know.

Rely on wholesalers and manufacturers

Bringing in a new product is not for the faint of heart. Inventory can be a complicated process.

"You have to commit money, training for both your customers and your salespeople, and get a commitment from the manufacturer or wholesaler to a long-term position," said Truitt & White's Pearsall. "You can't get your customers using the product and then discover you can't get it anymore."

Pearsall says one way Truitt & White gauges if a newer, sometimes green product will sell is to pass the information on to their outside sales reps. They'll present and discuss it with their builders to see if there's a practical use for it and if it works equally well or better than a product they're already canying.

With green building becoming more common, and with many communities adopting their own green building ordinances and guidelines, now is the time to start getting aggressive about offering green products or services. It takes commitment from all in the supply chain, but the results are a more durable offering and a competitive edge.

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