September 28, 2016
I’ve spent more than 25 years in sales—all of them in corrugated packaging. I have never seen it more difficult to gain access to buyers than it is today. Salespeople are struggling to secure meetings, and their value proposition is falling on deaf ears. The information the buyer seeks is only a click away, without phone calls or time-consuming meetings, and studies show the buying process to be more than 50 percent complete before buyers even meet with a salesperson.
This is the way business works now. It’s fast, it’s digital, it’s different, and it’s an enormous opportunity.
Buyers today conduct their own online research to determine the company and the person they want to do business with.
The changes in the buying process require an adoption of techniques not historically a large part of our industry’s selling process—marketing. In the sales reps’ pursuit of new business, the cold-calling, mailing of company brochures, and random drive-by, drop-off-a-card activities have all been examples of outbound marketing techniques; they just weren’t titled as such. The goal of these activities, as well as any other marketing effort, is to get the desired message in front of a target audience and make them pay attention to it. The volume of messages the average person encounters on a daily basis has created a dismissive reaction to all except the most relevant. Garnering the elusive and fleeting attention of the buyer caused a shift in the world of marketing. The once successful one-size-fits-all message sent to any manufacturer in our geographic reach has been traded in for a much more personalized message to a clearly defined audience. The shift is to “inbound marketing.”
Research the Audience
It is impossible to be all things to all people in today’s business climate. The concept of less is more has never been more true. Narrow the focus. You have to know who you’re trying to reach to understand what will attract them to you. Begin by identifying and focusing on one industry that represents a dozen or more individual companies in your market. Do the research. Learn the challenges facing the industry, and understand the lingo. Learn about each unique company in that industry and in your area, and the individual buyers and other personnel within the organization.
Create the Message
There are many avenues to reach the target audience, but without the right message, you still won’t connect or move them to take action. Take a cue from the world of journalism, and learn to write the lead—the one point that is the relevant and essential message to get in front of your audience. This point is not about you, and it’s not about your product or service. It’s about helping customers be successful. It’s about how you make their business and their life better, smarter, faster. Find new links to benefit them in ways not previously considered, and use your expertise, background, and knowledge in a different way.
Position Yourself Properly
Buyers today conduct their own online research to determine the company and the person they want to do business with. Step into their shoes, and research yourself and your company to see what you find. Is the information consistent with the message you want to send? Take the time to create the perfect alignment between what you want to say and what customers will find.
Introduce Yourself Memorably
The method of introduction will set the tone for the balance of the relationship. We associate objects, services, and people with a brand. Psychologists refer to this activity as “framing.” The mind doesn’t then easily replace or substitute this association. Once it occurs, altering someone’s perception of it, or us, cannot be achieved with slight adjustments to an elevator pitch.
This framing association can work for us or against us. Being unprepared as a result of a random drop-off-my-card call or being categorized as interchangeable with the competition work against us. Keeping pulse of their industry, sharing relevant news, and giving potential clients the details they need to make educated business decisions frames you as a credible and reliable resource. Both associations are difficult to alter once in place; one is worth striving for, as it creates a solid foundation upon which to build long-term relationships. Take the time to consider all aspects of the introduction and the frame you want the buyer to form.
The once successful one-size-fits-all message sent to any manufacturer in our geographic reach has been traded in for a much more personalized message to a clearly defined audience.
Seeing the Process in Action
Imagine you are responsible for purchasing ink within your operation. You already have an ink supplier. They’re doing a fine job and are not currently on your radar. As your supplier, there’s been nothing out of the ordinary, good or bad. You receive inquiries today from two of their competitors seeking an appointment with you. Let’s compare their actions:
Company A — You received a voicemail message from the salesperson last week letting you know they’d be in the area on Tuesday. It’s Monday, the phone rings, and this is what you hear: “Hello, Mr. Smith, how are you today? My name is Jim Black, and I’m calling to see if I can stop by tomorrow to share some information with you on how we’ve helped companies similar to yours save money on their ink costs. How does 2 o’clock sound?”
Company B — B sent you a package last week introducing their company. It was a box, digitally printed with your name and company logo. Inside was a letter that read, in part, “New regulations associated with FSMA are requiring higher traceability standards. Research shows that the consumer is 72 percent more likely to purchase produce from a tray printed with the word ‘traceability’ than one without. Our research shows that number to increase another 8.5 percent when that word is printed in green ink over any other color. Growers, food manufacturers, and grocery chains are hungry for this information and are working to stay ahead of these trends, as this data allows them to sell more product, and at a higher price point. There are similar statistics happening in market
segments outside of food and beverage. We are interested in exploring how we may assist you in conveying this data, securing additional portions of these markets, and growing your business.”
Also enclosed was an FAQ page of questions to consider when selecting an ink supplier, a flash drive with a video of an interview with the marketing director for a local grocery chain confirming the details in the letter, and several glowing testimonials. A quick profile search on LinkedIn solidifies the salesperson’s message through additional recommendations, articles she’s written, a description of her role within the company, as well as several mutual connections. At the end of the letter she provided her contact information along with a note that they’d be in the area next Thursday and would call you on Monday to arrange an appointment time.
Considering both scenarios, from which company are you more likely to accept the appointment?
The goal of any marketing effort is to get the desired message in front of a target audience and make them pay attention to it. How will you be introduced?
Kim Brown is the founder of Corrugated Strategies. She may be reached at 317-506-4465 or kbrown@corrugatedstrategies.com.
