Are you promoting your industrial marketing strengths?
Marketing messages are the backbone of lead generation and sales success. Yet, in my 30+ years of working with manufacturers, I’ve noticed a common oversight in the need to fully promote their industrial marketing strengths. While the messaging often covers what they supply to customers, is that truly enough in an increasingly competitive market? I don’t think so. Understanding and promoting the following areas can significantly enhance your industrial sales and marketing efforts.
Don’t stop short
Your industrial marketing strengths are more than your products or services. Most industrial clients have Feature and Benefit (FABs) statements but focus only on the feature. Refrain from assuming potential customers understand the benefit of the feature; explain it. The benefit will offer a solution to one of their challenges or counter any objection to choosing your company. Remember, resolving a hassle for a prospect is one of the most potent messages you can promote.
Experience as an industrial marketing strength
Experience messaging proves your expertise in the industry. When your company opened its doors, it is just the first step in experience messaging. Other areas you can focus on are the years of industry experience of your staff or key management. Your people are just one area of experience to focus on. Any innovations you’ve developed over the years should also be considered vital experience to establishing your industry credentials.
Let your customers do the talking
Often, we find new clients aren’t taking advantage of the power of satisfied customers. Endorsements, such as testimonials, referrals, case studies, and data from customer satisfaction surveys all demonstrate your capability to help customers. Subsequently, many potential customers want to know your support after the sale. Let them know your service team’s availability and knowledge, guarantees and warranties, or product training you offer.
The power of promoting all your industrial marketing strengths
All marketing messaging starts with general information. By creating and adding industrial marketing strengths to your lead generation and sales, you promote the solutions you provide, build trust, and establish expertise.
Pappy
About the Author
Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and forming closer, personal relationships.
About Conach
When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business to business marketing, Conach specializes in financial marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.
For more information, visit conachmarketing.com or contact us or call 989.401.3202.