by tradesmeninsights | Nov 1, 2016 | Marketing Tips, Marketing Tools, Tradesmen Insights
By John Sonnhalter, Rainmaker Journeyman, Sonnhalter
Sales and marketing need to work closer together make the selling process better. Marketing departments that create great content but don’t share it with the sales force are missing opportunities. Yes, it’s important to get it out on the blog and other social media avenues but your sales force doesn’t always have access to or are aware of what’s up there.
Sales is looking for support in the selling cycle no matter how simple or complicated the sales funnel is. This chart from emarketer.com illustrates that point.
Well-produced and -managed marketing content sets up awareness, creates demand and enables sales. Here are some key takeaways on how marketing departments can use content for sales support: (more…)
by tradesmeninsights | Oct 12, 2016 | Marketing Tips, Tradesmen Insights, Traditional Marketing
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.
by tradesmeninsights | Jul 21, 2015 | Marketing Tips, Marketing Trends
By John Sonnhalter, Rainmaker Journeyman at Sonnhalter
Are we living up to our customers expectations? As consumers, we know that through the improvements in technology that most of us want fast, cost-effective and personalized levels of experience. And most are getting it, but at what cost?
Is this any different for the manufacturing world and your customers? Have your distributors and contractors become more demanding? My guess is yes, because remember, they are consumers too and they expect the same from their business dealings.
I read an interesting article in eMarketer recently that companies in general are having trouble meeting customer expectations. 93% of business leaders worldwide said technology has changed the customer experience in the last 10 years.
How does that stack up with what you’re experiencing?
What are your biggest challenges? Are they in this chart?
What are you doing about it?
Customer service. We all say we have it, but what is it? Where does it start?
Unless you are offering something you can’t get anywhere else, then you’re going to have competition from someone. So what makes your customers or potentials want to do business with you instead of them?
Assuming you have a good product, then I’d say the customer experience would be the major deal sealer or breaker. Customer service starts the moment someone from your company answers the phone, through the sales process and follow-up with your customer service department if a question or problem arises.
I guess what I’m trying to say is your company’s customer service should start with every employee. Those that are on the front line (be it a CS or delivery man), they have the one-on-one contact with the customer and can sway future purchases by their actions or inactions. We all build our business around repeat sales so everyone in the company needs to be goodwill ambassadors. The challenge for all of us is to find the friction in our process and smooth it out.
Do you know what a customer is worth to you? Think beyond this quarter or even this year. Think about the last 5 years. How much stuff have you sold them? More importantly, if you come out with something new, where are your best chances of selling it? To someone new, or to someone who knows, likes and trusts you?
Here are some insights on how we can make the customer experience better, resulting in better loyalty and ultimately more sales:
- Deliver outstanding quality – from a great quality product to courteous customer service and user-friendly literature.
- Understand what your customers want – don’t assume to know what they want – ask them.
- Connect with them – direct relationships are the most important and the most challenging. Always think WIIFT (What’s In It For Them). Be sincere and upfront with them. When communicating with them, don’t always be selling. Try to help solve a problem even though it might not, in the short-term, result in a sale to you.
- Under promise and over deliver – exceed your customers’ expectations, then do it again!
- Don’t sit on your laurels – yes, you have some neat products, but instead of sitting there and just doing the same old same o, innovate. If you don’t, someone else will.
Now these points probably aren’t a revelation to you, but when was the last time you focused on your customers and said THANK YOU!
by tradesmeninsights | Feb 3, 2015 | Marketing Trends
Marketing’s role over the last decade has been pretty simple. Focus on your brand and identify new potential sales. Granted, there have been several new tools and processes introduced to help us identify, track and communicate with potential new customers. But the ultimate end game was to differentiate your brand and help identify and create good leads for sales to follow-up on.
That is about to change if you buy into a recent article in eMarketer that said branding and lead generation in a few years won’t be marketing’s top priority. The article claims that the top 3 current responsibilities won’t even be on their list. What does that mean to current marketing teams? It means major changes will need to be made to support these shifting priorities and responsibilities.
According to the article, less than 20% currently have fully integrated customer data across their organization. That leaves a lot of work for the rest of us.
I think we all need to look at marketing tools that can help us work smarter. I also think most of us with our sales counterparts are trying to get a better handle on what our customers want. But what we sometimes overlook is one of the basics – talk to them and see what’s up. Isn’t that our ultimate end game?
What are your thoughts? Do we spend less time on brands and developing leads?
by tradesmeninsights | Jan 27, 2015 | Marketing Tips, Marketing Tools, Traditional Marketing, Uncategorized
Do you know that the average office worker checks their email 30 times an hour? Can you imagine what the stats are for contractors out in the field?
The point is that emails are very acceptable ways of communicating with each other. The key is to have relevant and timely info for your prospect.
Heidi Cohen gives us several reasons why email trumps social media:
- Email provides directly measurable ROI – You know immediately how many opened and read your message.
- Email is content format agnostic – It’s user-friendly and you can use text, images, videos, audio, PDFs.
- Email can deliver both long and short content – Content can vary from a link to several pages in length.
- Emails you can control delivery – Whether it’s now or delayed.
- Emails can be read on anything – Smart phones, tablets, laptops, no apps required.
- Emails build customer relationships – Once someone allows you to communicate with them, it represents a certain level of trust.
So since you have such a powerful tool, we need to make sure we’re using it correctly to get the best bang for the buck. eMarketer, in a recent article, stated that we all should get ready for more personalized emails and companies plan on spending more money to accomplish this.
These triggered and transactional emails can be part of a nurturing campaign. The key is getting the right message in the hands of the right people at the right time. You need to ask the right questions to see where they are in the sales funnel so you can address that immediate need.
If we use and target emails correctly, whether you’re going after a contractor or a plant manager, the result improves with the more segmenting you can do. So do your homework and take advantage of a great marketing tool.