The industrial marketing circuit
This blog discusses the most important part of marketing after finding a new customer—keeping them. Your dedicated sales team puts in a tremendous amount of work to land a new contract. For this reason, you need to have processes in place to maintain the customer relationship. I call this the industrial marketing circuit because it completes the loop from closed sale to satisfied, long-term customer.
Fulfilling the promise in the industrial marketing circuit
Delivering the quality promised in your bid is the essential foundation of a good customer relationship. This quality isn’t just your product or service, but also meeting the delivery date with a zero or low PPM rate, is what reassures your customer and builds their confidence in your company. Further, your team must reflect quality from start to finish with professional attitudes, personal attention, and prompt communication. By combining these factors, you prove the quality of your product and company to the new customer.
Value in construction marketing customer satisfaction
Anyone who has been in business for a while knows that value is a tricky commodity. One customer might feel you provide outstanding value, while another might not. The value you offer encompasses the cost, the service, the quality, and the care you put into the project. Value is also the unexpected benefits you bring to the project, such as suggesting options the customer didn’t consider in their original specifications. These unexpected benefits can often pleasantly surprise the customer, adding another layer to your value proposition.
Keeping the relationship in the industrial marketing circuit
From working with manufacturers for the past thirty-plus years, I know a major gap in customer relations is poor communication and service. To turn a new sale into a loyal customer, you must provide peak service throughout the project and beyond. Your client communications should focus on quick responses and complete answers that answer all questions. By extending this communication to after-sales support, you show the customer that you are there for them and remind them of your products. An effective way to maintain this contact is through a monthly e-bulletin campaign, as we do for several clients.
The industrial marketing circuit benefit
When your team has successfully completed the industrial marketing circuit, you should have a lifelong customer. This closed-loop positive experience creates satisfaction, leading to repeat business and referrals for years.
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.