By: Tim on January 7th, 2019
How Superior Aluminum Products Increased Product Specs and Gained Brand Awareness
Since purchasing Insight in 2018 and combining it with a specification writing software, Superior Aluminum Products has secured a massive increase in product specification and quote requests, with its independent manufacturer representative network burgeoning. According to Schemmel, "It’s great to see leads start to convert to sales..."
Manufacturer of custom aluminum railings, columns, and fences
Needed a solution to help identify opportunities to increase spec share.
Find out how you can increase your spec share.
"It’s great to see leads start to convert to sales after a significant investment in time and money."
—Dustin Schemmel, Marketing Specialist, Superior Aluminum Products
For over six decades Superior Aluminum Products never lost its focus in becoming a respected leader in the aluminum railing, column, and fence industry. Each product they manufacture is custom-designed by full-time engineers and built by an experienced production team who ensure products are compliant with local, state, and federal building codes. All products are fabricated in Russia, Ohio and materials are sourced in North America.
"You can throw the best party in the world, but if no one shows up it doesn't matter."
—Doug Borchers, President, Superior Aluminum Products
Although Superior Aluminum Products has a strong history of producing excellent products and providing exceptional customer service, Dustin Schemmel, a Marketing Specialist, recognized that communicating to various audiences can be challenging.
Schemmel states: "The main thing is, the building product industry, is a little behind...at times...technologically. A lot of people are working in the industry a little longer than other industries. The distribution methods we need to use for our messaging are a bit trickier."
In the retail industry, when a new product is launched, social media or TV advertisements are used. "About 95% of the [retail] customer base will see it in those locations," Schemmel continued. "We don't have the option to reach most of our customer base with those options. Trying to figure out a way to communicate our message is a key component of our strategy."
Schemmel closed with a quote from Superior Aluminum President, Doug Borchers: "You can throw the best party in the world, but if no one shows up it doesn't matter."
Determined to achieve Superior Aluminum Products' business objectives, Schemmel received a demonstration of Insight, a ConstructConnect subscription software service for the construction industry, focused on providing leads, market analysis, competitive analysis, among other tools to improve team effectiveness and efficiency. Ultimately, Schemmel received approval to purchase Insight, received tutorial sessions with an assigned Customer Success Manager, and began incorporating Insight into his workflow process.
One of Schemmel's workflow tasks is lead generation - finding, vetting, and sending leads to independent manufacturer representatives - per territory at the beginning of each month. He proactively provides necessary support to sales representatives who need additional project details such as plans, specifications, addenda or specific contact information. He is now able to do all of this through the Insight platform, allowing him to better use his time, and provide more timely and accurate information to the manufacturer representatives. Near the end of the month, independent manufacturer representatives send Dustin feedback about due diligence activity regarding targeted projects.
"Sales representatives like the leads better..."
—Dustin Schemmel, Superior Aluminum Products
Since purchasing Insight in 2018 and combining it with a specification writing software, Superior Aluminum Products has secured a massive increase in product specification and quote requests, with its independent manufacturer representative network burgeoning.
According to Schemmel, "It's great to see leads start to convert to sales after a significant investment in time and money. [Insight is] intuitive to use with a higher quantity of leads. Sales representatives like the leads better because they are not all the same public projects like other services tend to have."