Are You Maximizing Your B-to-B Blog?

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter

If you’re a manufacturer and you don’t have a blog, you should. Why? Because 4 out of 5 B-to-B marketers use blogs. B-to-B blogs aren’t new, but manufacturers are finding out that they are a good way of setting themselves apart from the competition, and according to the Content Marketing Institute, over 50% of marketers expect blogs to be critical in 2017.

Challenges of B-to-B Blogs

Even though marketers expect blogs to be critical in the coming year, most B-to-B bloggers have some challenges … here are 3 of them: (more…)

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Why You Should Have a Trade/Vocational School Marketing Plan

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter
vocational-schools
With the shortage of skilled workers today, the trade/vocational schools are making a comeback and there’s a great opportunity for you to do some grass-roots marketing to future tradesmen.
Many leading brands come to mind (Ridgid and Klein Tools) that have been built by using these schools as a starting point to get their tools in the hands of future users.

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Email Delivers Strong ROI to B-to-B Marketers

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.

 

Median ROI for Select Channels/Formats According to US Marketers, June 2016

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Turn Email Prospects Into Loyal Customers

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter
We’ve talked a lot in this blog on how important a good email list is and how to develop one. By nurturing the email subscribers, you take them through your sales funnel. You need to start building a good trustworthy relationship and it should start soon after the contact comes into your database.

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…)

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How the Manufacturing Sales Process Changed Over 40 Years

I think we all can agree that the manufacturing sales function has had its challenges and has changed over the past several decades.

Alan SipeToday 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 alansipe@gmail.com.

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…)

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Manufacturers: When’s the last time you looked at your Value Proposition?

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter

Have you given contractors clarity and conviction as to who you are? Sometimes manufacturers focus all their efforts on products and not enough time on developing their value proposition. Others take for granted that everyone knows who we are and what we do.

I recently read an article by James O’Gara from On Message about creating clarity and conviction in the minds of your customers that got me thinking about a possible disconnect on messaging through the buying process. James points out that the message has to be consistent before, during and after the sale. Customers or potential customers can’t have one message when they are investigating a solution, only to find out once they start the buying process, the culture and messaging has changed.

Your story needs to capture not only your purpose and vision but your positioning statement, the value you deliver and what sets you apart from the competition. The bottom line is, your story can’t change from one phase to another. You need to be consistent and authentic!

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