In an era where skilled labor shortage presents major challenges to the construction industry, sales managers in building materials trade must find creative solutions. This article offers eight proven tips on how companies can optimize their sales and succeed despite scarce resources.

1. Offer Training and Continuing Education

When well-trained specialists are less available in the open market, developing internal talent becomes more important. Companies can expand their existing employees’ skills through regular training. This not only creates new specialists but also increases employee retention.

2. Systematize Training

In times of skilled labor shortage, systematizing training can bring significant advantages. Instead of relying exclusively on “learning on the job,” which regularly pulls experienced employees away from daily business, companies should transfer necessary expertise for various roles into structured training formats like onboarding plans, workshops, and e-learning modules. This saves time in the long run, as new employees can be trained more efficiently and knowledge is conveyed consistently. Depending on the role, existing external or internal training programs can also be utilized.

3. Enable Flexible Work

Flexible work models make companies more attractive to potential employees and improve work-life balance for staff. According to a study by the Hans-Böckler Foundation, three-quarters of workers who experienced working from home during the Corona pandemic want to continue working from home at least part-time.

4. Conduct Process Optimization

Regular analysis of sales processes and elimination of inefficient workflows are crucial. Lean Management methods can also be applied in sales and provide valuable services here. With multiple sales locations using different approaches, a best-practice exchange between locations can also be a catalyst for greater efficiency.

5. Advance Digitalization

Investments in digital tools and platforms help automate processes and increase efficiency. A Customer Relationship Management (CRM) system, for example, can improve customer relationship management and identify sales opportunities.

6. Rethink Customer Service

The nature of customer service has changed significantly in recent years. Instead of relying exclusively on on-site appointments, many customers now accept and appreciate video conferences. This digital transformation in customer service not only saves time and resources but enables sales staff to serve more customers in less time. Companies should train their sales teams in using video conferencing tools and create infrastructure that optimally supports both personal and virtual customer contacts.

7. Strengthen Online Presence

Using social media and a well-designed website can increase reach and attract new customers. Web-based ordering and inquiry portals ensure that employees spend less time on follow-up questions, as all relevant information is provided immediately.

8. Strategically Develop Employer Brand

In times of skilled labor shortage, a strong employer brand is a crucial competitive advantage. Companies in building materials distribution should actively work on their image as an attractive employer. This begins with creating a positive corporate culture and extends to external communication.

Conclusion

Skilled labor shortage presents major challenges to building materials sales but also offers opportunities for companies willing to explore new paths. By implementing these eight tips, sales managers can make their sales more efficient and gain a competitive advantage.

Gradual implementation of these strategies and openness to innovation are key to success. This way, companies can not only master current challenges but also position themselves for future success in building materials sales.