As new technologies continue to advance industry products, remaining on top of the game when it comes to product knowledge is becoming increasingly difficult for builders’ merchants.

It is important for merchants to understand the type of product and quantity of product suitable for their customers - whether a tricky project, such as tanking a wetroom, tiling over wood, or a straightforward tiling job.

By using new software, like the Dunlop App or eLearning platform, builders’ merchants will be able to suggest the correct products and the quantity required for their customers in a quick and effective way, while also up selling and cross selling product ranges.

For example, the Dunlop App is a perfect resource for builders’ merchants looking to brush up on product knowledge; the smartphone application also provides builders’ merchants with the tools to help tradespeople select the correct product for a job. While the eLearning platform, which is specifically designed to help builders’ merchants, accurately advises on more technical information.

In short, without product knowledge, merchants could be missing a trick. By familiarising themselves with accurate and easy to access information, not only can they provide a quality service to their customers, which helps to build loyal and long lasting relationships, they can also take advantage of advising on complimentary products to ensure the job is completed to a high specification.

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Debi Boulton is brand manager at Dunlop.