Industrial marketing and sales tips for manufacturers
The following industrial marketing and sales tips have been written to inform manufacturers how professional consultants should interact with them, how to find and work with high performance manufacturers' agents, how to develop effective direct mail programs. We have included a list of desk market research sources which can be used to plan more strategically.
Manufacturers need current market information to successfully increase penetration in existing markets, or sell in new markets. The best market information comes directly from the market participants, not textbook resources. Calling to obtain market research data or to qualify potential target accounts is an art and our tips will tell you how to become Picasso! Other tips discuss how manufacturers can improve their industrial trade show experience and, finally, we offer straightforward tips of face-to-face selling.
To provide your company with the image you want is not easy. Creating good marketing materials for the manufacturer is different than for a service provider or consumer oriented company. Please read our tips for developing industrial brochures, web sites for manufacturers, and for creating the materials and systems needed to conduct a successful direct mail campaign.
Many U.S. manufacturers use manufacturers' agents or manufacturers' reps to sell their products in lieu of a direct sales force. Koch Group has been assisting manufacturers identify, qualify, interview and contract with agents and reps for over 35 years. The tips we have included provide a listing of 10 critical mindsets manufacturers must possess if they want good results from agents/reps and also steps we believe are required to bring new agents/reps into an organization
We are also including typical territory maps for the U.S., Canada, and Mexico based on the territories designed by MANA (Manufacturers Agents National Association). These maps can help manufacturers determine how well their territories are currently designed.
To get the information needed to maintain existing business, keep up with competitors, target new markets or opportunity niches, or just plan for their future, manufacturers must keep current with changing market conditions. Market research is the best way to determine what direction a manufacturer should pursue to remain, or become, profitable. Market research provides market information used to reduce uncertainty, allowing a manufacturer to make rational and effective marketing decisions to improve company profitability. Read about our recommended sources for valuable market research data.
These tips have been included because many manufacturers have had previous difficult relationships with consultants of various disciplines. After reviewing these tips, manufacturers should know if consultants they have previously worked with, or are currently working with, have performed their work in the manufacturers' best interest or have a better understanding of why they use, or should use, consultants.
This new Tips section describes situations where industrial companies - manufacturers and industrial service providers - failed to take Koch Group's advice or utilize the developed market research information or the objective recommendations or conclusions that were solely based on the market research analysis.
In some cases, the ultimate result was catastrophic as the company went out of business. In other cases, serious sales declines or other major negative consequences occurred because of the company's incorrect actions.
After reviewing these tips, manufacturers and industrial service providers can ensure they do not make the same mistakes that were so costly to others.
Don't repeat the marketing mistakes these companies made!
Let Koch Group provide the industrial marketing consulting services your manufacturing operation requires from planned growth activities or to replace sales lost to unfortunate economic circumstances.