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Don’t Forget You’re Speaking to People with Your Industrial Marketing | Manufacturing Marketing

Don’t Forget You’re Speaking to People with Your Industrial Marketing

industrial marketing

All things being equal, people will do business with, and refer business to, those people they know, like and trust.*

With the constant proliferation of ever more online tools and technology, most people have little contact with your sales department until they are ready to buy. Potential customers are visiting your website, blog and social media, as well as your competitors’. Your industrial marketing effort must now embody the qualities of a skilled salesperson.

Have a personality. Use social media to engage directly with followers, or those seeking information. Your posts and tweets are searchable and are archived. People will browse through your social efforts to get a feel for how you interact with customers and prospects. They will form opinions about your company and your products without any direct involvement on your part. They want to feel like they know you.

Your website should reflect your sales process to your industry. If there is standard information engineers and buyers need to pre-qualify your company, make sure it is easy to find and clearly presented. List appropriate certifications, and if the actual certificate is important have it available for download. People like working with a company which anticipates their needs and has solutions ready. Look at your website through your prospects eyes.

Build trust by being transparent. Don’t hide where you’re located, even if you sell internationally and never have customers to your facility. Show pictures of the building, products being made and the people who are involved. Psychologically, people are more comfortable with those who share details about themselves, whether directly related or not. There is a desire to “know” the company from which they are buying.

Case studies and testimonials, if applicable, tell stories about problems which have been solved for previous customers. These build credibility and amplify your claims about benefits received by doing business with your company and by using your products. Create a process to ask for feedback at the completion of a project or delivery of a product in order to gather these after the sale stories.

Finally, constantly offer the ability to speak with a person directly. This should be across all different media and on every page. Make it easy for someone to cross the divide between marketing and sales. Phone inquiries typically become sales opportunities. These people have done their homework on both your company and your competitors and will typically have intelligent questions. Be sure sales is aware of marketing initiatives so they aren’t caught in a situation where the buyer knows more than them.

photo credit: Highways Agency via photopin cc

* Bob Burg, The Golden Rule of Sales

One Response to “Don’t Forget You’re Speaking to People with Your Industrial Marketing”

  1. Yes! “Phone inquiries typically become sales opportunities.” So true. Thanks for this great information.

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