how to market your product to contractors

Manufacturers have many hidden assets that offer real value to contractors from technical expertise to brand recognition. Whether you’re targeting large firms or independent pros, the key isn’t just selling to contractors, it’s selling through them. When you align your value with their business goals, you can unlock serious growth.

why contractors matter in the sales equation

If you want to sell more products that require an experienced installer, you need to know how to sell contractors. Consumers are looking to contractors for even seemingly DIY projects, as they now value their time more than ever. For many projects, such as roofing, the contractor is the gatekeeper who decides what brand to install.

If he’s doing his job right, the first thing the contractor does is establish trust with the homeowner. Then if the consumer requests a specific brand, the contractor can easily move them to the brand he prefers.

Contractors come large and small, and each type needs to be approached differently. In a few categories, manufacturers sell directly to the large contractors. The majority of the time, though, they sell through distributors, dealers or retailers that in turn sell to contractors — usually the smaller ones.

stop selling to contractors — start selling through them

To become more successful with contractors than your competition, you must step beyond product, price and service…

understand what contractors really need

Large and small contractors face different challenges. You should meet them where they are.

Large contractors are often more established and more concerned with:

Workforce retention
Operational efficiency
Differentiating from low-cost competitors

Help them stand out by offering programs that reflect those goals, like Preferred Contractor partnerships or co-branded marketing support. Your internal HR or operations team might be sitting on resources that could help them with hiring, training or succession planning.

Small contractors are often just trying to stay afloat. They’re great at installation but juggling sales, finances, customer service and more. Supporting them means helping them think more like business owners and survive long enough to succeed.

find and leverage your hidden value

You may already have resources that could help contractors, but haven’t packaged them that way. Think like a service provider, not just a product manufacturer.

Ask yourself:

Could your HR team share hiring strategies with contractors?
Could your tech team help with estimating tools or productivity solutions?
Could you create content that helps them justify higher project costs to homeowners?

Even something as simple as helping them access training or business planning can set your brand apart.

help small contractors become better business owners

Give them more than tools. Give them a roadmap.
Contractors don't just need marketing materials. They need guidance. Handing them a mailer without direction often leads to wasted spend and no results.

Focus on:

Teaching them about healthy profit margins
Demonstrating how small price increases can lead to higher profits
Helping them understand what makes a strong brand experience

A book like The E-Myth by Michael Gerber can go a long way toward reshaping their mindset. Gifting it to your top small contractors is even better.

how to reach more contractors, especially the small ones

The smallest contractors are often the hardest to reach. They don’t have websites, logos or listed business numbers. You’ll find them at big-box stores at 7 AM, picking up supplies for the day’s job.

To connect with them:

Develop simple programs that you can co-deliver through retailers like Lowe’s or Home Depot
Provide handouts, short seminars or QR codes linking to support tools
Leverage distributor sales reps or contractor events to get your resources into their hands

When you launch new products that require behavior change, small contractors are often the ones most willing to try something new — as long as you make it easy.