Marketing During These Unique Times: Sales Cycles and User-Friendly Systems

In the fourth and final part my article series, I discuss sales processes and user-friendly tools to assist with the growth of your businesses. I sat down with Kevin Brown, the CEO of LeadSmart, to discuss the overall sales process. My goal here is to help you funnel leads from all of your various marketing channels through easy-to-use systems to help you connect with your customers and prospects as well as close more deals.

The current COVID-19 pandemic has forced every business to change its sales process and overall strategy for connecting with customers. Most companies have been forced to move a lot of their workforce from the office to working remotely. Watching this trend over the last few months has shown that employee productivity has not fallen and online efforts are being rewarded. Now is truly the perfect time to focus on your digital marketing and how to generate consistent leads from your marketing efforts.

Putting together a new and solid strategy to incorporate into your overall business growth strategy to handle incoming leads better in order to close more deals is essential in our world today. Most manufacturing companies are still relying too heavily on traditional marketing strategies to promote their business without incorporating newer online tactics, resulting in missed growth opportunities. The current pandemic has forced everyone to think out of the box and look for new opportunities to survive and expand their business.

In these difficult times, companies need to incorporate robust marketing strategies for the growth of their business. Dynamic online content is the new key to an effective marketing strategy. Regularly updated content and online advertising campaigns coupled with tracking tools, such as Google analytics, allows you to monitor the performance of your content, tailor your marketing strategy, refine your message, get a better overall picture of your customers and prospects, and generate more leads to close more deals.

There are key differences between your sales and marketing teams and you need to work on how they can better communicate with one another to get your company message out. Incomplete or incorrect communication between sales and marketing can lead to pressure on both teams as well as miscommunication. Utilizing good CRM tools, such as MailChimp, Salesforce, HubSpot, and Pipedrive, can help eliminate these types of issues, help your team build, analyze, and refine your message, and allow your teams to focus on their jobs to better serve your customers.

Your primary marketing objective is to be the optimized solution provider for your customers, by helping them get their job done with the greatest degree of expertise that makes them look good. You are selling your ability to solve a specific problem for an engineer using your particular products, manufacturing methods, and expertise. Your customers need to know that by doing business with your company you will take good care of them, you will come up with a viable solution for their problem, that you can handle their specifications as stated, that you will deliver on time and on budget, and simply that they won’t need to worry in any way when they choose you as their industrial partner. Sharing knowledgeable content such as whitepapers, webinars, videos, infographics, blog posts, articles, and more that focuses on your customers’ problems and offers solutions will help establish your company as the expert in your field.

If your goal is explosive growth, hiring a marketing agency can help you create engaging content and distribute it efficiently to your consumers and prospects through the different channels where your target audience is located. Quality marketing is the key to your entire sales pipeline process, and you need a robust marketing strategy to survive in today’s competitive market.

Industrial Job Shops make up a very unique segment of the Industrial market and thus need a different approach to their overall marketing than other types of companies. For better sales, you need to understand your buyers and their buying journey; i.e., how they find your website, how they conduct their research, as well as how they purchase your products and services. This means that you need to get your offering in front of the prospect during their crucial buying time, and hold on to their attention, so that you will be who they think of when they are ready to purchase.

To summarize, you need to properly refine your sales and marketing process so that you can better connect with your customers, share materials that help them solve their problems, properly manage your sales relationships, so that you can close deals more quickly.

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Need more guidance?
If you need help generating ideas or just want a bit more guidance for your overall marketing strategy please download our free comprehensive digital Industrial Job Shop Marketing Guide. The guide walks you through the process of generating more qualified leads for your industrial manufacturing company.
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-The Rico Group
(805) 497-7401

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