How to Attain New B2B Customers in the Granite, Quartz and Solid Surface Industry

The countertop industry is fiercely competitive, with manufacturers of quartz, granite, and solid surface materials constantly seeking new B2B customers to grow their market share. From fabricators and kitchen designers to homebuilders and retailers, companies in this space must find innovative ways to expand their distribution networks. However, attracting and maintaining a steady flow of B2B buyers comes with several challenges.

Key Players in the Countertop Industry

Several major manufacturers distribute countertop surface materials to B2B clients. Each competes for attention through various sales and marketing strategies. Some of the key players in this space include:

• Caesarstone – A leading manufacturer of quartz surfaces, offering a variety of designs and finishes for both residential and commercial applications.
• Cambria – Known for its high-end, American-made quartz surfaces, Cambria heavily markets its premium quality and durability.
• Silestone by Cosentino – A global brand that specializes in quartz surfaces, promoting antimicrobial properties and unique color options.
• Wilsonart – A manufacturer of solid surface and laminate countertops, catering to commercial and residential markets.
• LG Hausys (Viatera) – A manufacturer that combines innovation with aesthetics in its quartz product lines.
• MSI Surfaces – A company offering quartz, granite, and natural stone materials at various price points, focusing on affordability and variety.
• HanStone Quartz – Another strong player in the quartz segment, emphasizing luxury and durability.

Each of these companies has an extensive B2B sales process, targeting contractors, fabricators, distributors, and designers who specify their products for projects.

Challenges in Acquiring New B2B Customers

While the demand for high-quality countertops continues to grow, manufacturers face several obstacles when trying to acquire new B2B customers:

1. Market Saturation & Competition

With multiple brands offering similar products, it becomes difficult to differentiate offerings. Companies need to go beyond standard features and establish a compelling value proposition.

2. Price Sensitivity

B2B customers such as contractors and fabricators often operate on tight budgets, making them highly price-sensitive. Convincing them to choose premium materials over lower-cost alternatives requires strategic positioning.

3. Limited Sales Resources

Many manufacturers rely on in-house sales teams that may not have the capacity to reach new markets effectively. Expanding sales outreach often requires significant investment in hiring and training.

4. Relationship-Driven Industry

The countertop business thrives on relationships and referrals. Establishing trust with fabricators, builders, and designers is essential but takes time and effort.

5. Changing Consumer Preferences

Sustainability, durability, and unique aesthetics are increasingly influencing purchasing decisions. Manufacturers must keep up with evolving trends while educating B2B customers on product advantages.

How Sales Outsourcing Can Help Countertop Manufacturers

To overcome these challenges, many quartz, granite, and solid surface companies turn to sales outsourcing to increase revenue and expand their reach. Outsourcing sales efforts allows manufacturers to leverage external expertise, reduce costs, and gain access to established industry connections. Here are some key outsourcing strategies these companies use:

1. Outsourced B2B Lead Generation Services

Lead generation firms specialize in identifying potential customers who are actively searching for countertop materials. These services use data-driven insights, email marketing campaigns, and cold outreach to connect manufacturers with fabricators, contractors, and designers who may be interested in their products.

• Example: A quartz manufacturer might partner with a lead generation agency that specializes in construction industry leads. The agency identifies fabricators looking for premium quartz and sets up sales appointments.

2. Hiring Independent Sales Representatives

Instead of maintaining an expensive in-house sales team, manufacturers can hire independent sales reps who already have connections in the industry. These professionals work on commission and promote different brands to their existing network of builders, designers, and retailers.

• Example: A granite manufacturer looking to expand into a new state might engage an independent sales rep with an established client base in that region.

3. Partnering with Distributor Networks

Instead of selling directly, many manufacturers partner with distributors who handle the logistics and sales process for them. Distributors already have relationships with retailers, contractors, and wholesalers, making it easier to scale distribution efforts.

• Example: A solid surface company might collaborate with a nationwide distributor to get its products into more home improvement stores.

4. Utilizing Digital Marketing Agencies for B2B Sales

SEO-driven content marketing, targeted advertising, and LinkedIn outreach campaigns can help manufacturers attract new B2B customers. Digital marketing agencies can create brand awareness and drive inbound leads.

• Example: A quartz brand might hire a digital agency to produce blog content and PPC ads that target fabricators and kitchen designers searching for premium countertops.

5. Engaging B2B Appointment Setting Services

Many manufacturers struggle to secure meetings with key decision-makers. Appointment-setting services focus on scheduling high-quality meetings for in-house sales teams to close deals.

• Example: A countertop supplier might outsource appointment setting to ensure its sales team focuses only on qualified prospects.

6. White-Label Sales Firms

Some manufacturers partner with white-label sales firms that act as their dedicated sales team under the company’s brand. These firms handle everything from lead generation to closing deals, allowing manufacturers to focus on production and logistics.

• Example: A quartz company that lacks an internal sales department might outsource the entire sales function to a specialized firm.

Outsourcing Cold Calling Can Help Increase Revenue

Quartz, granite, and solid surface manufacturers operate in a highly competitive industry where gaining new B2B customers is critical to business growth. While challenges such as market saturation, price sensitivity, and limited sales resources exist, outsourcing sales functions can provide an effective way to expand reach and boost revenue.

By leveraging lead generation services, independent sales reps, distributor networks, digital marketing, appointment-setting services, and white-label sales firms, manufacturers can enhance their sales efforts without the overhead of a large in-house team. As the industry evolves, companies that embrace these outsourced strategies will have a competitive advantage in acquiring and retaining B2B customers. One spectacular method to attain new customers is to hire professional outbound sales people to make cold calls, prospect, email and follow up. Stunning Leads provides sales and lead solutions to B2B companies in all professional services and manufacturing sectors.