Professional tradespeople are a proud, independent group with a strong personal identity. They are entrepreneurial in character, but always remain builders-of-things at heart. They appreciate it when anyone expresses a sincere respect for their craft. When buying their tools and supplies, they expect a certain amount of attention, whether that occurs at a specialty dealer or in the big box retail environment. They feel their needs are special, and they expect products and services that cater to them.
Improving your success rate for marketing to professional tradespeople requires a good understanding of this unique identity, what messages resonate with them, what media they consume and, ultimately, how they make purchase decisions.