Operations, Sales & Marketing, V8I3

Covering the Digital Shift

(Photo courtesy of LP Outdoor Building Solutions)

In-person traffic and on-the-lot sales are very important to the shed industry, but with the rise of the digital buying age, people are looking for more. 

To react to that demand, shed businesses need to invest in digital tools and staff training to stay competitive in this evolving industry. 

Construction will always be a hands-on job, but what about the aspects of the shed business that can’t be physically built? Technology can shift the way shed builders generate and sell, ultimately promoting their business and improving their bottom line.

We spoke with Carson Hostetler, president of Eagle Ridge Barn Builders. Since it opened its doors in Northern Central Texas in late 2017, Eagle Ridge has based its business model on online purchasing. 

Hostetler filled us in on the importance of a digital focus when it comes to growing their business through sales and marketing.

THE PARADIGM SHIFT

Online shopping was a growing trend long before COVID-19. Once the pandemic hit, it became an essential way of life for many homeowners. 

This, combined with extra time to focus on home renovations and the desire for more space, continues to give shed builders ample opportunity to capitalize on both needs. 

While online sales have always been the core of their business, Eagle Ridge took this trend as an opportunity to further optimize their online sales model and encourage fellow shed-building professionals to do the same. 

“It’s a matter of using your technological infrastructure investment to enhance the strengths your business already has,” says Hostetler. 

For Eagle Ridge, it has been equally important to dually prioritize investment in technological infrastructure and theteam using it. 

“From the beginning, we chose to focus on online sales rather than dealers,” Hostetler shares. “And as far as technological infrastructure goes, we’ve invested in software such as 3-D shed builder and a CRM (customer relationship management tool). 

“And, of course, with online sales, we’ve got the necessary computers and accessories, and we’re continually upgrading our Internet service, but one of the other essential investments is in continuous, structured training for our staff.” 

A TOOL FOR SELLING AND PURCHASING 

The old sales adage “location, location, location!” still holds true today—it’s just that “location” has changed. No longer do homeowners have to visit a shed lot to pick out their shed. They can gather design inspiration online and then go straight to a shed builder’s website to find and customize a shed that meets their specific needs. 

So, beyond the online infrastructure, Eagle Ridge invests in a customer-friendly, easy-to-navigate online “storefront” to ensure the process from initial shed selection to purchase is as easy as possible and leaves them feeling confident in their purchase. 

Technology isn’t just helpful with selling; it can also be used to help streamline a customer’s research process as they’re looking to buy.

EDUCATION FOR THE CUSTOMER AND THE STAFF

Education is a significant component of the sales journey for most customers. They want to know their shed is made of materials that can stand the test of time while having an appealing aesthetic. 

Providing clear and understandable online resources will give them confidence in their investment. For example, you can connect them with digital resources like an interactive shed size selector tool and product warranties to help them do their homework. 

Online customer reviews and shed-builder testimonials are also a great way to add peace of mind. Hostetler says that Eagle Ridge only offers and promotes products that they trust online.

Education is also a key part of success when it comes to staff. 

Hostetler says, “We’ve found our infrastructure can help smooth the process for our salespeople and customers, but ultimately it comes down to having good customer service and a good training system for our salespeople.” 

LOOKING AHEAD

At Eagle Ridge, Hostetler says, “We started off with online sales not because we thought it was a clever idea, but because we knew it would eventually be a necessity in continuing to grow our business. 

“As we grew, we found we really like this method and it works well for our company, so it just made sense to invest in getting better in this area.” Going forward, we can expect to see more shed companies, like Eagle Ridge, growing their online capabilities market-wide.

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