Notice: The called constructor method for WP_Widget in AboutMeWidget is deprecated since version 4.3.0! Use
__construct()
instead. in /home/content/36/8200136/html/manufacturing-marketing/wp-includes/functions.php on line 3916

Notice: The called constructor method for WP_Widget in AdsenseWidget is deprecated since version 4.3.0! Use
__construct()
instead. in /home/content/36/8200136/html/manufacturing-marketing/wp-includes/functions.php on line 3916

Notice: The called constructor method for WP_Widget in AdvWidget is deprecated since version 4.3.0! Use
__construct()
instead. in /home/content/36/8200136/html/manufacturing-marketing/wp-includes/functions.php on line 3916
Why target your industrial marketing | Manufacturing Marketing

Why target your industrial marketing

target audience for industrial manufacturing

Marketing tools are constantly getting better and more precise, but your results are only as good as your targeting.

There aren’t bad customers, there are wrong customers.

If your sales force is encouraged to say yes to anyone with a purchase order, you are adding wrong customers to your business. If you have the power to say “yes”, you also have the power to say “no”. “No” is much more important to the long-term health of any manufacturing business.

Let’s define the right industrial manufacturing customer. There are two basic requirements:

  1. The right customer is one who’s needs match the products you manufacture.
  2. Also, and most importantly, they have the finances and ability to order in sufficient quantities to be profitable. A small initial run is understandable when there is the potential for a large subsequent order. Small orders from one-time customers are a losing proposition, unless that is who you are structured to serve.

We know what the right customer looks like – they don’t argue about the cost because they profit by using your company. Solid businesses are built with these folks. Win-win turns into long-term. The right customer reorders because your company is right for them. Saying “No” early on reduces the number of wrong customers. Clearly identifying customers who fit your company’s strengths makes it possible to market strategically to similar manufacturing firms.

This may sound obvious, but you have to target this specific potential customer. Industrial engineers or buyers don’t know enough to determine if you are their best solution. If your marketing is general and non-specific, you will gather inquiries from plenty of wrong prospects. Add commissioned sales to the process and the word “No” is rarely heard. Profitability falls while the number of customers increases. Be specific and be courageous in stating what you manufacture and who will profit by working with you. It isn’t everybody. 

Saying “Yes” to the wrong prospect will gain a customer but result in high effort, low return relationships.

Unprofitable customers are, by definition, those who get more than they are paying. Spend the time to determine core issues with both right and wrong customers. Use the results in your industrial marketing and reward sales to be discerning.

photo credit: Bogdan Suditu via photopin cc

Comments are closed.