ROOFING
SIG IN MERCHANT FACE TO FACE National distributor SIG is strengthening its support for individual merchant
branches. BMJ had a chat to find out more. I
t’s no secret that SIG is developing its business model and one of the changes that’s closest to the heart of northern area sales director Steve Davies is the increased focus on day-to-day support for individual merchant branches.
“This is a major part of our business model, with an increased focus on day to day support for individual merchant branches,” he says, explaining the changes merchants could expect to see in the future.
“We have a national merchant accounts team who do a great job in supporting the buying groups and national merchants. I’ve worked in merchant branches myself, and I understand the value of having a dedicated individual who really understands your businesses at a very local and personal level. When a customer walks in and asks for something you don’t have on the shelf, you just want to be able to pick up the phone to your SIG account manager to get a solution,” says Davies.
Understanding that every merchant has its own distinct characteristics is key. Some merchants will vary on needing particular products, staff will operate differently and customers will have their own buying habits. An independent one branch merchant has very different characteristics compared to a 10 branch regional with its own delivery fleet and so it is important SIG can work flexibly. “Understanding all of this needs us to be in front of our customers. We need to walk round their yards, talk to the team and understand the local market. That is how we get the knowledge to be supportive and genuinely helpful. Anyone can use an online ordering system but the real value of relationship is in the level of understanding that is brought to the table,” says Davies. Davies also explained how SIG recognised that this very focused service needed to be developed and that they are recruiting a team of regional business development managers focused exclusively on serving merchant branches.
“My area, the North of England, was the first to get up and running, and we have a team of six BDMs based from the Midlands north. Key to the recruitment process was to ensure that we took on people with significant
Steve Davies, Northern Area Sales Director
products, while the sheer depth of knowledge on insulation is unbeatable. With a workforce the size of SIG, and the breath of products we stock, there will always be a range of options, no matter how obscure the customer question,” says Davies.
experience in the merchant sector. As with every part of the SIG business, we are looking for proven expertise and understanding of our core business,” says Davies.
SIG started on the road in November 2022 and have built the team from that point. They make a point of going out to the branches, scouting out the local area to build up an understanding of which projects are happening.
“Our 360 specification advisors, for example, can work out the best solution for a new house to meet the new Part L Regulations. Our certified fire experts can discuss specialist passive fire protection
July 2023
www.buildersmerchantsjournal.net
SIG have had a phenomenal response to being proactive in engaging with builder’s merchants. Steering them towards online ordering is a tireless task as there are so many merchants who have a different perspective on online ordering. However, they are committed in their recruitment and have expanded into the South of England. This is managed by Leighton Davies, Sales Director for the Southern Region.
Davies adds: “This is just one of the more visible ways that the SIG business is evolving. We are not just about providing products on price, our offer is about advice, expertise and support. With the Technical expertise to back up our offer, and the personal approach top of the agenda, I really believe that we have a winning offer for the merchant sector.” BMJ
33
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44
