You work hard to see that your customers are satisfied. Be sure that you let prospects know that you have a record of satisfying customers. You do that by focusing on selling satisfaction in your marketing. Load your “satisfaction arsenal” There are Read More
For decades, I’ve observed a detrimental pattern in many businesses-the blame game between sales and marketing. Marketing points fingers at sales for not converting leads, while sales accuses marketing of providing unqualified leads. This cycle of blame typically kicks off when goals Read More
If you read any of my blogs, you know I’m an advocate for creating strong marketing messages. Recently, I’ve done several analyses for prospects and found a common thread –all their content is alike. Obviously, I know companies in the same industry Read More
Hyperbole, an exaggerated statement or claim not meant to be taken literally, is often associated with marketing. However, in B2B marketing, your prospects must trust and believe your messages. Here are some practical tips on how to avoid marketing hyperbole. Identifying Read More
In this blog we’ll discuss outbound and inbound construction marketing. Outbound marketing is the more traditional of the two and sends content to potential customers. Channels for outbound include prospecting calls, direct mail, e-mails, print/online advertising, and trade shows. Inbound marketing draws Read More
Without cross-selling in your marketing program, you’re potentially leaving valuable sales on the table. Cross-selling is the strategy that ensures every part of your sales and marketing program reminds current and potential customers of your entire line of services or products. Here Read More
I have found that clients often need help distinguishing themselves from the competition. The following are messaging techniques that can help improve marketing differentiation. Company History The company’s history or story is often overlooked when developing marketing messages. The key is Read More
Most manufacturers focus on their products and ignore the industrial marketing service message. Of course, quality and delivery are essential to the product you produce. However, the service you provide during the sales, production, and support processes can mean the difference between Read More
Storytelling isn’t just entertaining – it’s an essential part of the sales and marketing process. It creates a personal connection that goes beyond the project’s facts. This technique allows you to relate examples of similar projects to illustrate your experience. As you Read More
Assigning rank to the various leads you attract is not just a step but a critical one in turning a lead into a sale. This process involves evaluating the lead’s level of interest, potential to convert, and readiness to make a purchase. Read More
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 Read More
If you want to start blogging to build brand awareness, generate interest in your business, and bring in leads, there are factors you need to consider. Topics Blogs are not just about selling products or services. They are meant to provide Read More
These common marketing mistakes can cause sales to stagnate if not addressed. Mistake #1: Inconsistent marketing Avoiding a sporadic marketing program, one of the most frequent marketing errors, puts you in control. Instead of waiting for business to come in from Read More
You might have built a website that engages visitors with the imagery and messages that promote your company, but is that enough? Not if you didn’t consider the keywords used in the site. Keywords are the way potential clients find you through Read More
While recruiting and industrial marketing may not seem like a fit, there is more in common than at first glance. After all, when seeking to fill positions, you are marketing your company as a great workplace. Messages Marketing messages focus on Read More
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 Read More
Understandably, emulating a successful competitor seems like a surefire marketing tactic – it’s not. Here’s why you want to avoid the pitfalls of copycat marketing. Using a slight variation of a successful company’s brand (logo and messaging) goes against the basic marketing Read More
I’ve been in marketing long enough to remember when websites first came on the scene. It was only a short time before it became an essential marketing component. In those days, each website was coded in HTML. Today, websites are plug-and-play with Read More
Before a prospect will decide to work with you or purchase your product, you need to establish trust. Here are some ways to help your salespeople build that critical trust throughout the sales process. Testimonials: Nothing tops a third-party endorsement to prove Read More
Often, businesses fail to use the referral sales channel. Generally, this is because they assume that customers will automatically refer their company if the opportunity arises. However, customers might not know you are seeking more sales or all the services or products Read More