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Your pricing strategy has a direct impact on customer loyalty. Reasonable prices increase customer trust and confidence in your entire organization. If your pricing seems unfair or poorly managed, they lose confidence in you. A solid pricing strategy based on value is fundamental retaining customers and profits.read more
Clearly identifying the voice of the customer is fundamental to a strong commercial engine, yet many manufacturers use legacy data and opinions from staff rather than hard facts derived from sound market research. Learn an effective method for uncovering customer needs. Downloadable tools and templates are available as well.read more
As we approach the last quarter of the year it’s time to start thinking about budgeting. Do you struggle to get the marketing budget needed to generate leads and build brand? If so, you’re not alone. Learn how to create and justify an effective marketing budget.read more
Learn how to use integrated marketing campaigns to generate leads. It takes seven to 13 touches to persuade your audience to engage, so make sure you give them the chance to respond.read more
One of the toughest things to do in business is generating leads when you need them. There are times when your manufacturing company will need to go get some business, and that’s when you need to be ready to launch an integrated lead generation campaign that delivers sales ready leads.read more
Organize your commercial engine for success. Learn how to align your lead management and funnels to the buyer journey. This is the third part of a 3-part series.read more
In the past 5 years the digital transformation for manufacturers has accelerated. Every few months advancements in managing big data, connecting equipment through the Internet of Things (IoT), serving customers with relationship software (CRM), and connecting through mobile technology open new doors. The question is, will employing new digital technology open the door to improved business or drained expenses.read more
Mapping your buyer’s journey to your Commercial Engine Funnel keeps you organized and enables you to provide the most effective interaction at the right time. Buyer needs change significantly during their journey from lead to loyal and so must your content and interactions – if you hope to accompany them.read more
Listen to a discussion around finding prospects, nurturing leads, and closing business and you’ll find the talk will nearly always get around to funnels. The reference is usually to a “sales funnel.” However, the buyer’s journey from new lead to loyal customer actually has three funnel segments – marketing, sales, and service. Understand how to maximize the volume and velocity of each funnel segment.read more
If you scour the marketing advice available today, you’ll find that expert marketing advice isn’t always pertinent to a manufacturer. Learn 4 fundamental ways for manufacturers to improve marketing performance.read more
Trade shows often get a bad rap due to their high investment cost. However, tradeshows have proven very effective for B2B marketers, especially those selling high dollar products. When done right, tradeshow ROI can be outstanding. They also offer face to face interaction with a wide representation of the market, and provide an opportunity for competitive intelligence. Learn how to maximize your next tradeshow.read more
Marketing messages are themes and ideas that are ingredients to be used when creating specific customer facing content. Messaging delivers information and feelings to the marketplace, reflects and builds your brand, and even helps make work meaningful to your employees. Learn how to start your messaging off right, at the highest hierarchy level.read more
It’s easy to find marketing and sales advice for commodity products. But what about small to mid-sized businesses selling high dollar products? Where do they get advice? How do you effectively train your sales people? High dollar sales are different.read more
To be a market leader you need excellent messaging that’s consistent and persuasive. Your messaging reflects your brand, vision, and core culture of your company. Your messaging should move your audience. Your messaging should propel your brand.
Messaging must not only be consistent in a campaign, but must also stay consistent throughout your entire messaging hierarchy.read more
“Sales pitch” is a strange term. It suggests a sales person gets themselves ready and then throws a collection of statements at a prospect. The prospect then either accepts or rejects the pitch.
But, we all know selling high dollar items isn’t like that. It’s about careful, patient interaction. It’s about building a relationship, uncovering needs, and eventually – when the time is right – solving needs.read more
Effective, motivated, successful sales teams for high dollar products don’t just happen. They must be built and developed so that they are able to confidently discuss and convince prospective customers to make a significant capital investment in your product.read more
When we ask a small to mid-sized company if they know who their best customers are, they always reply that they do. When we ask how they determine their best customers, most say the same thing: the ones who deliver the highest revenue. And which customers do they most want to find? Those that generate the most revenue.
Unfortunately, there are two serious flaws in this strategy. Top revenue generating customers are not necessarily your most valuable and your best customers are not always cloneable.read more
It’s easy to lower prices. The sales team loves it because they see it as a simple way to create value in the potential customer’s eyes. The marketing team loves it because they can now deliver a “good news” message to the marketplace. And of course, the customers love it too.
Unfortunately, however, at some point the sales and marketing group must raise prices. That is not quite as much fun. In fact, it can be painful.read more