Understanding the Modern Contractor: Behavioral Insights & Purchase Drivers

Distributors sit at a critical juncture between manufacturers and end-users. As the buying behaviors of contractors evolve, especially under the influence of digital tools and shifting generational preferences, distributors, manufacturers, and reps must adapt to maintain loyalty, relevance, and share.

During this free webinar, Jenni BEcker, Sales Factory’s Senior VP of Business Development, will provide actionable insights derived from field research and behavioral data to help distributors and manufacturers deepen relationships with contractors, optimize product assortments, and differentiate their value in a competitive landscape.

During this program, she will:

• Equip STAFDA members with deep behavioral insights on today’s contractor
• Identify emerging opportunities to enhance customer loyalty and drive margin
• Translate evolving digital trends into actionable sales strategies
• Position local and independent distributors as indispensable partners in the contractor’s workflow

Jenni will cover key topics such as brand loyalty vs. price Sensitivity, digital influence, generational buying shifts, contractor friction points, and distributor loyalty.

Jenni Becker is a seasoned business leader with deep expertise in helping brands win with professional tradespeople. She currently serves as Senior Vice President of Business Development at Sales Factory, a marketing and consumer research firm that guides manufacturers in capturing shelf space and market share at retailers focused on capturing the purchasing power of professional tradespeople.

Jenni began her career in the tool industry as President and co-owner of Empire Level, a fifth-generation U.S. hand tool manufacturer. At just 29 years old, she became the first woman to lead the company, where she strengthened operations, grew sales, and positioned the business for its successful acquisition. Under her leadership, Empire launched iconic product lines and marketing campaigns—earning the trust of professional tradespeople and expanding the brand’s presence across contractor supply and retail channels.

This free program will be a 60-minute session: 45 minutes of content-packed insights followed by 15-minutes of Q&A.

Questions?
Please contact the STAFDA office at 800/352-2981 or cusher@stafda.org.