By John Sonnhalter, Rainmaker Journeyman, Sonnhalter
Recent studies have shown that email audiences are growing, are more engaged and are increasingly mobile. I recently read an article in eMarketer saying that not only is email the preferred method of communicating with potentials, but the ROI is 122%, more than four times higher than other marketing formats.
It’s not only what you have to say, but how you say it. Beyond being potential customers, these contractors can be your best friend by sharing it with their peer group. Remember, contractors need to know, like and trust you before any meaningful dialog will start.
Here are some tips to building a better list of contractors and tradesmen: (more…)
I think we all can agree that the manufacturing sales function has had its challenges and has changed over the past several decades.
Today we have a guest post from Alan Sipe, President of Toolbox Sales and Consulting. Alan has over 40 years of experience including Sr. VP of Sales and Marketing for Klein Tools and President of KNIPEX Tools. His insights in selling through various distribution channels and professional contractors are invaluable. Alan can be reached at [email protected].
I am possibly the oldest living American who in 40+ years of manufacturing selling has pretty much sold just pliers for 35 of those years! Twenty four with Klein Tools, eleven with KNIPEX plus the four with Stanley and one with Waterloo fill in the rest of the 40. This successful career longevity gives me a pretty long view of what it takes to have sales success. (more…)
By Rachel Kerstetter, PR Architect, Sonnhalter
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A recent report shared that 32% of global page views are impacted by the use of ad block and mobile sees three times the rate of ad block use than desktop.
Did you know that even some people who work in advertising block ads? Let’s face it, website ads are mostly annoying. If you’ve ever opened a webpage and had an ad start talking to you that you couldn’t turn off, you know what I mean. Although digital advertising has a solid place in integrated marketing programs, accompanying it with other tactics can get your message to audiences that wouldn’t be reached otherwise – those who use ad blockers.
How do you get your marketing messages past ad blockers?
By John Sonnhalter, Rainmaker Journeyman, Sonnhalter
There’s a time and place to sell and you need to know when that is. Social media is one of those times when selling shouldn’t be your prime objective; connecting with your target audience should be.
This should be no surprise, but Google surveyed 3,000 B-to-B buyers and one of the main outcomes of the study was that brands that connect with buyers on a personal and emotional level are twice as likely to convert than brands that only try to sell stuff.
When trying to reach contractors you need to find out the emotions that are most important and address them accordingly on a regular basis.
I’ve always been a big believer in relationship selling. After all, we usually buy stuff from people we know, like and trust. Agree? So why not take that to another step in the selling process by using the same principles to your marketing efforts?
This is especially true now that content and content marketing is such a big part of everyone’s overall strategy.
By Chris Ilcin, Account Superintendent, Sonnhalter
That’s one of my favorite quotes. Not because I’m in marketing and advertising, but because it dispels one of the biggest myths about manufacturers. That is:
All manufacturers are engineering and sales driven, and advertising is an afterthought, or a “necessary evil.”
Henry Ford wasn’t just any old manufacturer. He transformed not only American manufacturing, but revolutionized manufacturing processes. He changed the way we live. His streamlined assembly line could churn out a Model T every 24 seconds. As summer winds down, it’s worth noting that he’s partially responsible for all the grilling you did as well.