4 minute read
Win Customers and Boost Business
TECHNOLOGY CONNECTION
By Chris Fisher
In the lumber and building materials industry, strong customer relationships aren’t just nice to have – they’re the foundation of a thriving business. Dealers who put the customer experience first build trust, win loyalty and ultimately drive growth. This is especially important for smaller dealers competing in busy markets, where keeping customers coming back is the key to long-term success.
But how can dealers create an experience that keeps customers engaged and satisfied? The answer is simple: the right technology.
There’s a common fear that digital tools, like e-commerce and AI, might make customer interactions feel less personal. But in reality, technology can actually strengthen relationships, not weaken them. We call this “the assist,” because just like in construction, the right setup makes all the difference.
Here’s how dealers can use technology to create a seamless, customer-friendly experience:
Make a Great First Impression
Your e-commerce platform isn’t just for online sales—it’s a research hub for customers. In fact, according to Schneider Research, 74% of B2B buyers check inventory and pricing online before calling or visiting a store. A simple website with product categories, stock availability, and brand listings helps potential customers determine if they want to do business with you.
Tip: Don’t feel pressured to list your entire inventory all at once. Start small and scale up—it’s a strategy with proven ROI.
Use Digital Tools to Support Your Sales Team
Technology doesn’t replace personal service. It enhances it. With real-time access to tools showing inventory, pricing, order tracking,and payment options, customers can handle routine tasks themselves. This frees up your sales team to focus on what matters: personalized service and strategic upselling.
Tip: Train your sales team to leverage online quotes. If a customer builds a quote online, have your team follow up with tailored upsell suggestions for a meaningful, well-timed sales pitch.
Reduce Errors and Save Time with Automation
Nobody wants to spend hours re-entering orders or fixing inventory mistakes. Integrated systems that connect inventory, purchasing, and quoting functions streamline the process, cutting down paperwork and allowing your team to focus on highervalue tasks.
Tip: Make sure your e-commerce platform is easy to use on any device, with intuitive, familiar steps for placing orders and tracking deliveries.
Make Your Customers the Heroes
Ultimately, your goal isn’t just to sell. It’s to help your customers succeed. If they win, they’ll keep coming back. Here’s how to make them the hero:
• Give Customers the Information They Need, Fast: Whether it’s a contractor needing an instant quote or a project manager checking delivery schedules, your digital tools should provide real-time data at their fingertips. Offer self-service account management so customers can access quotes, compare prices, and track orders anytime.
• Build Loyalty Through Exceptional Service: Technology makes your business more efficient, but it also gives you more time to invest in customer relationships. Personalized follow-ups, exclusive offers, and thoughtful service will keep customers engaged and loyal. Set up a rewards program for repeat customers and referrals. Use data from your integrated system to offer tailored incentives based on their buying habits. By blending technology with personalized service, LBM dealers can create a customer experience that’s both efficient and memorable. The goal isn’t just to keep up with digital trends – it’s to make sure customers keep coming back. With the right balance, dealers can build a thriving business while ensuring that customers remain at the heart of everything they do.
Chris Fisher is vice president of global ecommerce and vice president of partnerships at ECI Software Solutions, a global provider of cloud-based business management software and service. He oversees software operations for the building materials industry across multiple regions, leveraging his extensive experience in developing and managing B2B SaaS solutions.
