VIEWPOINT
MASTERING THE SCREW MARKET
James Robinson, Sales and Marketing Director of Samac Fixings, on the sales opportunities offered by screws
UNDERSTANDING THE NUANCES of selling screws is essential for providing the best product options to customers. While screws may seem like small components in construction projects, they play a vital role in ensuring durability, reliability and how a finished construction job looks. A little knowledge at the trade counter could mean an upsell to a premium range of screws. Alternatively, you may want your own branded ranges to add to your product portfolio. Taking the upselling
opportunities first, using the right screws is essential for ensuring a professional, long-lasting finish on a project. Budget screws often lack the design features necessary to withstand the harsh outdoor environments and heavy loads associated with decking jobs. Screw coatings, for example, are crucial for enhancing longevity and protecting against corrosion. If merchants know some of the advantages of different coatings, you can help customers make informed decisions. For instance, Samac’s Performance Decking range offers innovative coatings like special ‘ACQ’ corrosion-resistant coating that endures harsh outdoor environments and salt spray testing for a minimum of 1,000 hours. This coating prevents the screws from corroding over time, ensuring the integrity and stability of the decking project. Explaining the benefits of these coatings, such as increased lifespan and reduced maintenance costs, can encourage builders to choose premium screws.
Highlighting other features such as self-drilling capabilities, thread designs for improved grip, can also help customers understand the value of premium screws over budget alternatives. Demonstrating these features
with so many screws used in a decking job, TX screw heads are an important design feature. This is because they provide increased torque transfer and reduce the likelihood of cam-out or stripping, resulting in fewer damaged screws and faster, easier assembly. The six-pointed star-shaped head design also distributes force evenly, which helps prevent wear and tear on tools. As another example, if your customer is working on an exterior ironmongery project and they choose screws with a coating that won’t last they could be at risk of delivering a project that rusts quickly and they may be called back.
and explaining their benefits can justify the higher price point – would they like to save time and money with a faster job and potentially save wear and tear on their power tools? The answer is probably yes and therefore the premium option is the right one. Upselling from budget screws to premium screws requires a simple but strategic approach. It starts with understanding the specific needs of the project and the builder’s requirements. By asking questions about the project’s scope, and desired outcome, merchants can effectively demonstrate how premium screws like those in Samac’s Performance range, can deliver superior results.
Emphasise the long-term value, increased reliability, and time- saving benefits that premium screws offer. For example,
July 2023
www.buildersmerchantsjournal.net
“Budget screws often lack the design features necessary to withstand the harsh outdoor environments and heavy loads associated with decking jobs.”
Point of sale (POS) support is invaluable when it comes to educating builders about screws. Attractive eye-catching displays, signage, and brochures can showcase the features and benefits of premium screws. Samac’s Performance range is represented through product displays and informative literature for the trade counter and good screw manufacturers will help with in-branch marketing.
As well as offering premium screw options, merchants can also look to offer products at different price points. For instance, Samac supports its core independent merchant customer base with an own-label option on pre-packed nails and fixings products. Own labelling certain products can enhance your brand, win trust with your customers and means you can offer options to customers who may not be in the market for a premium product.
With the right approach and knowledge, merchants can elevate their screw offerings, increase customer satisfaction, and ultimately drive sales in this essential product category. BMJ
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