Differentiating your product to builders doesn’t mean you have to engage in a price race to the bottom. In this episode, our guest explains how you can build relationships with builders through true differentiation — without sacrificing your margin.

Russ Eisenberg is the VP of Business Development for Gold Heat, a custom manufacturer of electric radiant underfloor heating. He talks to Beth about how manufacturers can build incredible relationships with builders, no matter their products’ price points.