Promote ALL your industrial marketing strengths
When developing messages to promote your company, be certain you cover all your industrial marketing strengths. Most manufacturers focus on the products or services they offer through the ‘Feature & Benefit’ messaging process. This process highlights the features of your product or service and the related benefits to the prospect. However, this limited approach stops short of a comprehensive marketing message strategy. Because your process is a significant part of your capability, you should promote any efficiency methods you have in place, such as ISO certification. While there are several message development techniques Conach uses to bolster our clients’ lead generation and sales efforts, the following is a quick checklist that can help enhance your messaging.
Accountability
This message tells potential customers how you stand behind your work and live up to your contracts. Ways to accomplish this technique are to highlight your PPM rating, on-time delivery percentage, and warranties you offer.
Agility
Agility is meeting customer challenges quickly and accurately. Being agile enough operationally to help customers deal with new market regulations or rush projects is an invaluable benefit to prospects. This industrial marketing strength can be demonstrated with case studies and customer testimonials.
Dependability
All potential customers are searching for a reliable supplier. These marketing statements provide answers to prospects’ essential concerns, such as quality requirements, delivery deadlines, and the quality control process.
Flexibility
Being flexible might seem like agility, but it is more about working within a customer’s various requirements. Flexibility messages discuss your production volumes, the different materials you work with, and your after-sale support services.
The importance of promoting industrial marketing strengths fully
These industrial marketing strength messages combine to differentiate your company from competitors positively. Because these benefits are exactly what prospects look for in a supplier, they can also help pre-sell your company and ease the sales process for salespeople.
Pappy
About the Author
Paul Kowalski, known as Pappy, has spent over two decades in the industry, working at other agencies before establishing Conach Marketing Group in 2008. His early career involved working with Fortune 500 clients at different agencies. However, he found his true calling in working with smaller clients, valuing the significant impact on a client’s business growth and the formation of closer, personal relationships.
About Conach
When he created Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. By focusing on business-to-business marketing, we specialize in construction 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.