by tradesmeninsights | Jun 10, 2014 | Marketing Tips, Marketing Trends, Traditional Marketing
I recently did a series of interviews and podcasts of contractors. The main focus was on what manufacturers could do to better support them in the field. These contractors were electricians, plumbers, HVAC and general contractors. There were some common issues from them that I thought would be useful to manufacturers:
- Quick response to questions – access to knowledgeable tech people for problem solving.
- Regular site visits – have your salesman make regular visits. Most contractors say they very rarely see the manufacturers. Great way to build relationships and identify possible product problems or shortcomings.
- Application training – quick tips on doing a process better/quicker. If not in person, via email.
- Best way to communicate with them – mobile phone or email.
- Don’t use/look at social media (Twitter, Facebook).
- Recognize that they are professionals.
It looks like there are some opportunities for manufacturers to up their game. There wasn’t a contractor I talked to that would turn away a visit from you. That sounds like an opportunity to me.
by tradesmeninsights | May 28, 2014 | Marketing Tips, Traditional Marketing
As manufacturers, we have to serve two masters, the distribution network we sell through and the ultimate end-user. Sometimes we can take these relationships for granted. Remember, they have other options. Here are a few thoughts on how to nurture the relationships:
Distributors
- Distributors do have a choice in what they carry. Chances are they have your product as well as several competitors on their shelves. So let’s assume for the sake of this exercise that product performance is comparable.
- What makes their counter guys and sales force sell more of one brand over the other? Yes, you can offer SPIFs, but that at best is a short-term solution to increase sales.
- I’d say things like ease of ordering and timely delivery might be helpful.
- What about knowledgeable factory people available for product training and troubleshooting?
- How about making end-user calls with their sales force?
Here’s a unique thought – thank them for their business instead of hammering them to help you make your numbers this month.
Most distributor/manufacturer relationships have a long history. Don’t take them for granted. Sales will come, but distributors are looking for more than a quality product at a competitive price.
My grandmother used to tell me you’d catch more bees with honey than vinegar.
Contractors
Many of the same tactics work at the contractor level. But here’s a place where you can make a brand difference:
- If you have their back and they know they can count on you for product/technical support, you’ll make a friend for life.
- Contractors-like elephants-have long memories, and if you drop the ball too many times, they will find alternative products. Trust me, I’ve seen it.
- Contractors want to be recognized for the trade professionals they are. Something as simple as sending them an email for example, on National Plumber’s Day, recognizing how hard they work. Wouldn’t you think that would have a positive brand experience?
You know, this stuff isn’t rocket science, it’s more common sense. And it doesn’t have to cost more money, just use good business practices.
My golden rule is to treat people the way you expect to be treated. It works and it makes life a whole lot simpler.
by tradesmeninsights | May 27, 2014 | Marketing Tips, Social Marketing, Traditional Marketing, Uncategorized
We all are working hard to create content in various forms, but what can we do to create the demand for it? If we build it, it will come philosophy won’t work.
In the b-to-b space where selling cycles can be long with numerous folks involved, you need to address several different issues along the way down the sales funnel, but do you know what they are?
I’ve long been a proponent of sales and marketing working closely together. After all, the objective of both is to sell more stuff.
I’m amazed that folks in the marketing department spend little or no time in the field talking with customers. I always recommend marketing folks spend time with the salesmen in the field, and I don’t mean a day or two. Spend a week or so and you’ll see customers in various stages of the buying process.
More importantly, you as a marketer have the unique opportunity, while in front of a prospect, to ask some really relevant questions that the salesman might not ask.
Questions like:
- What other types of info would be helpful in your decision-making process?
- What triggers a buyer to start the process?
- What kinds of concerns do your colleagues have that we might address?
- Focus on customers needs and concerns.
Why do I keep harping on getting in front of the customer? Let’s be honest. Most companies don’t know their customers well enough. They don’t know or understand the buying process well enough. They don’t have content framework to communicate with the potential buyer.
I read an interesting article recently by Jay Hidalgo in the Chief Content Officer magazine that outlines 3 steps to create a process to create demand for your content.
His User’s Guide consists of 3 things:
- Developing a buyer’s persona (know your customer)
- Define their buying process
- Developing a content framework for communicating with a buyer
He takes you through a process that engaged the combined efforts of sales and marketing resulting in a well-thought-out strategy, and content that will be on target that users will want to pass it on. You can read his entire article here.
by tradesmeninsights | May 21, 2014 | Marketing Tips, Marketing Tools, Social Marketing, Traditional Marketing
Don’t have a plan to follow or nurture leads?
When was the last time you responded to an ad, e-blast or other form of communications about a new product and never heard from the company after they got you what you requested? Or if you did hear from them, it was weeks or months after the original inquiry.
I bet it’s more the rule than the exception, especially in the B-to-B world. What I can’t figure out is why. Unless your product is so unique, wouldn’t you want to let the prospect know why dealing with you is better?
Yet I see many manufacturers still today that have no formal plan to follow and nurture leads. If they are not going to follow-up the lead, then why are they promoting the product in the first place? It’s a waste of time and money.
Many pass the lead on to their distribution network before qualifying them as to what stage in the selling cycle they are.
Wouldn’t it make sense to follow-up with the prospect…
- to see if they got the info they requested?
- to see if you can answer any questions?
- to direct them to a local distributor?
- to possibly offer them some other help or info once you determine where they are in the sales cycle?
A lead that has been qualified and then passed on to either rep or distributor gives them a little better feel for what the prospect is looking for and the application. The lead doesn’t stop there; it’s only the starting point.
There are several CRM programs out there that can help you manage, track and nurture the leads. What I don’t understand is why folks are using them. One reason I found is that lots of sales folks don’t like lead tracking and nurturing programs because it identifies some weak links in the selling cycle. In the world of ROI, I would think Sales and Marketing would want to know where new business is coming from so you can do more of the same.
It makes sense if you qualify the lead before giving it out to follow-up with. You’ll get better results and salespeople might even call on them.
The sales cycle is only as good as its weakest link.
by tradesmeninsights | May 20, 2014 | Marketing Tips, Social Marketing, Traditional Marketing
Today we have a guest post from Jason Schultz, former Director of Marketing for Great Lakes Integrated, a former strategic partner of ours.
Multi-channel marketing coupled with marketing automation is a powerful approach for manufacturing companies. Manufacturers have a unique opportunity to create interest and trust for their products by communicating with their customers and prospects through different types of media and employing automated responses to actions they take.
With manufacturer’s customers and prospects being both in the business to business world and also the business to consumer world messaging and responses need to be different. The automated responses need to be different as well.
Using multiple-channels has proven to increase response and desired actions being taken. Consider using any combination of print, mobile, email and landing pages to engage your customers in meaningful ways. The key is to link all messaging to personalized or static landing pages.
Using landing pages then allows you to gather additional information on the customer or prospects, solicit feedback, allow for registration, set meetings or start a conversation just to name a few. By utilizing a digital engagement you can gather information, analytics and automate the marketing process.
An automated response can come in the form of an email, physical collateral or product being sent, a text message or even an automated phone call. The automated response takes the initial follow ups off of sales and marketing and is a way to ensure your company is responding to the actions of customers or prospects in a timely manner.
Taking this process further, you can implement lead scoring to pre-qualify customers and prospects based on business rules and point values determined by their interactions with certain parts of your communication. Then, only the customers or prospects with the most potential get contacted by sales people to garner new or additional business. Time is not spent on those customers or prospects that have not shown an interest in what you are promoting.
Key takeaways are:
- to utilize multiple channels to increase the likelihood that customers and prospects will take the desired actions you want.
- design and messaging need to be appropriate, relevant and meaningful.
- digital components also need to be in place that allow customers and prospects to interact; allowing you to track those interactions to determine what is working, what is not and ultimately ROI.
- use marketing automation to efficiently and effectively respond to customers and prospects; increasing the likelihood of your ultimate success in adding or increasing new business.
The notion that a multi-channel approach with automation is difficult to execute and maintain is just the opposite. Today’s technology allows marketing support partners to take your campaign and feed it into the system. The system/technology then handles the deployment and execution of the different types of media and the automatic responses to customers and prospects (not to mention the gathering of all data and analytics). If you are new to this method of marketing, try a small test campaign and compare it with current efforts. Then make the determination for yourself.
by tradesmeninsights | May 14, 2014 | Marketing Tips, Traditional Marketing
Most of us try not to be all things to all people, especially in the B-to-B world. For those of you who are, I feel bad for you.
If part of your criteria for new business is “anyone with money” or “I hope to get paid,” I have to believe you’re not running a growing or profitable business.
We’re in the competitive niche of marketing and have taken the position of not being all things to all people. We have defined our niche as helping manufacturers who want to reach the professional tradesman and promote it appropriately.
Here are some tips that have helped us grow and prosper in our competitive space:
- Hire us to be effective, not efficient.
- We help clients become profit leaders, not market leaders.
- Category knowledge – intellectual capital.
- Don’t be afraid to focus – be afraid of mediocrity.
Make your value proposition clear because relevance and differentiation do matter.
You and your company only have so much time. Why not spend it on clients you choose? Remember, bad clients can drive out good ones! If you stay true to your positioning, new clients will find you.
