How Manufacturers Can Sell On Value

After working with some of our manufacturing clients over the years, we have found there are 3 key steps to sell on value. This will enable manufacturers to transform their marketing efforts and the way they typically sell. Moving away from margin eroding product selling to a customer-oriented sales and marketing approach.

Here are the 3 key steps required to help manufacturers sell on value:

Step 1 – Customer Segmentation

Among large B2B manufacturing companies, the most common way to structure a sales force is by the size and potential of their customers. Key accounts are typically the customers with the highest levels of attention, they are the highest priority and are managed by the best salespeople. ABM (Account Based Marketing) may also be employed to help support sales.

Customer Research will allow you to dig a little deeper and ask your customers firsthand what they really think and what they really look for in a supplier or business they want to deal with. This will allow you to rethink your segmentation. You may find, they are placed into more diverse buckets of buyer behaviour, such as high involvement. low involvement and convenience. Your biggest account may not require sales representation, they may just want a low involvement (simple) way of doing business with an e-commerce platform.

Step 2 – Sales & Marketing Alignment

When sales and marketing play nice and approach the customer in a unified way – value is created and delivered. Sales are provided with the support they need from the marketing team to effectively engage and grow customer relationships.

In order to support sales successfully, it is very important for the marketing team to share processes, resources, and best practices. Both teams need to get to know each other and connect with an aligned purpose. Monthly meetings are highly recommended to set these expectations and be clear on specific projects and objectives.

Leadership comes into play here, to set culture and make this alignment possible. When executives lead by example – teams and resources will follow.

Step 3 – Brand Positioning

Brand Positioning helps establish your identity within the eyes of your customers. Your positioning is affected by a number of variables related to your customers’ drivers, needs, and challenges. To position your brand effectively – try answering these questions:

• Why are your customers buying from you?
• How’s your product or service different from those of your competitors?

Once you’ve answered these two questions, you can then begin to develop a brand positioning strategy for your business.

Remember – the right type of B2B sales and marketing strategy will pack a powerful punch for your manufacturing business. Utilising these 3 steps, we are confident you will succeed with your B2B sales and marketing efforts.

If you’d like some help with your approach to marketing, let’s chat.

Related: Download your free Marketing Strategy Guide

Other Reading: The Quest For Customer Focus

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ABOUT THE AUTHOR

Peter Zafiris is an industrial marketer and founder of Industrial Ideas. Having built his experience in B2B marketing from the ground up, Peter understands what it takes to succeed with your marketing strategy. All client projects are personally managed by Peter to help industrials like you get the return on investment you deserve. Peter and team, work hard to become an extension of your business, to help you get the most out of your marketing efforts. Get your free 30 minute marketing consultation to learn more.