The Manufacturing Executive
The Manufacturing Executive

Episode · 1 year ago

8 Ways to Make it Easy for Your Buyers to Buy w/ Joe Sullivan

ABOUT THIS EPISODE

Only a tiny fraction of your total addressable market is ready to buy right today.

Does that mean you ignore everyone else?

Of course not. You need to get their attention, gain their trust and when it’s time to buy, they’ll turn to you…

But only if you make it easy.

There’s no guest today, just me, Joe Sullivan, your dutiful host and Thinker & Founder at Gorilla 76, and in this episode, I’ll be going over the 8 ways you can make it easier for your buyers to buy.

Subscribe to The Manufacturing Executive on Apple Podcasts, Spotify, or our website.

What we need to do is make sure that it is as easy as humanly possible for them to learn what they need to learn and start a conversation with you and then actually buy from you. Welcome to the manufacturing executive podcast, where we explore the strategies and experiences that are driving midsize manufacturers forward. Here you'll discover new insights from passionate manufacturing leaders who have compelling stories to share about their successes and struggles, and you'll learn from B tob sales and marketing experts about how to apply actionable business development strategies inside your business. Let's get into the show. Welcome to another episode of the Manufacturing Executive podcast. I'm Joe Sullivan, your host and a cofounder of the Industrial Marketing Agency guerrilla seventy six. So today I am flying solo and I'm going to talk through a topic that I think will really resonate with a lot of manufacturing folks that are trying to transition into a more modern era of marketing, and that topic is how to make the buyer experiences easy for your customers as possible. So first I want to set the stage by sort of acknowledging that we talk a lot here at gorilla and on this podcast about content marketing, understanding your customers, deeply, understanding their pains and their goals and their common questions, and then being an educator around your product category to answer those questions and to help them achieve those goals and address those pains. And all of this is super, super important, because the reality is that only a small percentage of your total addressable market is probably in buying mode at any particular moment in time, and so if you can be the one to earn their attention and trust and educate them and take on a position of thought leader and humanize your business and just be a helpful resource to them, you're probably going to be the first ones they call her, at least on that shortlist, when they do enter buying mode. So I want to acknowledge all of that stuff. We're massive, massive advocates for all that. It's a lot of what we do for ourselves. It's what we do for our clients and help them to do. But that's not what this episode is about today. I'm not going to be talking about that top of funnel content and education. Instead, what I want to talk about in this episode is that small percentage of people and organizations that actually are in buying mode right now and they're vetting you as a potential solution provider right now, and what we need to do is make sure that it is as easy as humanly possible for them to learn what they need to learn and start a conversation with you and then actually buy from you. This is a place where a lot of manufacturing organizations really kind of trip up and there's a lot of small things you can be doing to make it a lot easier for them, especially if you step back, you put yourself in their shoes, you think about what it's like to actually go through that buying process and to gather the information that's needed and then reach out. So that's what we're going to do here. The theme that I have put together is eight ways to make it easy for your body buyers to buy. And keep in mind I'm presenting this in the context of your website and most of what we help our clients...

...do and what we're good at doing happens in the digital sphere. So, and I'm not throwing out the things you can and should be doing. You know in person and you know in more traditional ways or not trying to discredit any of that, but what I'm going to talk about is where where we really have some expertise and can lend some advice on this front of making it easy online for your bias to find what they needed to find and to reach out to you and to buy. So let's get into this here. Some of these points that I'm making I'll illustrate with examples from our own from ourselves at guerilla, and you can think about how you'd translate that into your own world as a manufacturer in other places. I'm just going to sort of describe the concept and hopefully inspire myself to put some of those other points that that we're not necessarily acting on ourselves, but I think are really smart ideas. So hopefully at least a few of these will strike a chord with you and inspire some action. So let's get into it here. Eight ways to make it as easy as possible for your buyers to buy. Okay, number one is state as clearly as you can who you help and how, and so the first place where you need to do that is smack in the middle of your home page when somebody lands on your website on your home page, you want to state so quickly and succinctly and clearly who it is that you create value for and how you do it. So, just as an example, up here on our website, guerrilla seventy sixcom we say the Industrial Marketing Agency. We help midsize to be, to be manufacturers, implement modern marketing programs that deliver meeting full business outcomes. And then there's a learn more button that takes you through to a page that is our who we help and how page. This is my top sales page. Anybody listening WHO's hat a sales conversation with me probably I've sent you to this page, and so I'm suggesting you do the same in turn, create this page on your site. And what we say right there is we don't do everything and we don't do it for everyone. And we say and kind of restate that's that phrase from the home page. And then we go in and say, you know, manufacturers seek our expertise when they are bullet point lacking awareness among ideal future customers, bullet point not consistently filling their pipeline with sales qualified leads, bullet points still relying on trade chosen referrals to drive business and so on. We list six bullets there that are the most common things that I hear from manufacturers about when they reach out. And so we're identifying with the pain and saying this is the issue that people have when they reach out when we could potentially be a good fit. And then I go then we go into say this is how we help solve those problems. Rather than leading with were the best and we do all this great stuff, we lead with the issue that our customer experiences and then we get into how we helps all those problems and we talk a little bit about our services very briefly, and then we say these three things make us different. Industrial is our niche and we work with midsize, be to be American manufacturing companies. Depth is our specialty. We develop marking programs informed by intensive investigation of customers and markets and subject matter experts to position our clients as thought leaders. And then number three, marketing source pipeline is our metric.

We talked about how we measure success. If we put all those three things together, there aren't many other companies, if any at all, that could say the exact same thing and say it with a straight face. Right. So that's our who we help and how page. It's a great page. You be able to send someone and a two and to make, you know, prominent on your site so that when the right people land on it, they say wow, yeah, this is I need to talk to these guys, this is the company. I that they can help me. I can tell that they understand me to see my situation before. So we developed this framework based on, or this page based on a framework by the author Mike Weinberg, who has book new sales simplified, as one that we promote heavily, heavily because we just believe in the way he wrote Chapter Eight of that book and in a way that lets you develop a really cust of great customer facing positioning. And then another, you know, framework that would be great to develop sort of your brand story, would be the books story brand by Donald Miller. So I'd recommend checking either of those out. And then this will help you state who you help and how and the value you create in the customer centric way. Okay, so that's number one. Easy Way to make it easy for your buyers to buy. State clearly who you help and how. Okay. Number two, describe your process. So again I'm going to I'm going to keep coming back to our gorilla site for a second here just because I've I've been through this week. Get we've got the stuff outline. But you know, up in our top navigation you can get to a page just as our process and pricing, and that's exactly what it is. We describe and we have a very clear process we go through with our clients and we describe it all in depth right here. It's a pretty long page, but this is probably the number two most important sales page that we use because once someone has identified with those pains on that I described on the the WHO help and out page, now it's like, okay, let's see what it's like to work with gorilla. And we describe our industrial marketing roadmap process, which we go through in the same way with every client. The first time it's sort of a consulting engagement that lets us go through discovery and put together a plan. After that we go into a phase one implementation, and that sort of things become very custom but we describe it and then we go into ongoing implementation, and so all of that's laid out here. The process is described. You know, the time commitment required from the client is described. Our pricing is listed. I'm going to talk more about that one in a few minutes as its own point. And we've got some videos imbedded here that I think are really important too. That's a most our most recent addition to this page is we went back and we recorded. We've got a fourteen minute video describing the first phase, our road map stage, and then we have a thirteen minute video describing our phase one implementation and we've got a just a short two minute video talking about ongoing implementation. But these are camera on me. We used a videographer who at gorilla we've gotten house, which is convenient, but it doesn't have to be that fancy either. Could just be you talking on camera through a Webcam, you know, doesn't have to be rehearsed, doesn't have to be super anything special. Just get your points out there, describe what it's like to work with you and I think the most important thing is it puts your face on camera. It humanizes you. It makes someone feel at ease with working with you, especially if you're a charismatic person, or at least you get the right person on your team who is and can talk comfortably in that setting. So I'd encourage you to take...

...a look at that, our process and pricing page, for those reasons. And then the other thing note worth noting there is, you know, our our first step when we work with sciences, the Industrial Marketing Road Map. We have branded that, we've given it a name. There's a very distinct process. We charge the same amount for that first step before everything becomes, you know, custom and catered to the client, and there's something to that. There's something to giving a name to a process that you go through and branding it almost as a productized service. So again, we've had a few clients do this as well, and it's it's a way to say, Hey, we've been through this before, we've got a process, even so much that we've got a name and we've got all the steps laid out here on our website. So just another consideration there. Okay, so that's number two. Describe your process. Number two, easy way, easiest way to make it, way to make it easy for your buyers to buy. Let's go to number three here, which is list you're pricing. I pulled this one out. This is almost a subpoint of number two, but I want to pull it out as its own thing because I think it's that important. The the thing I hear all the time when I talk to OHM's and manufacturers who are selling some, you know, half million dollar or a million dollar piece of custom equipment, whether it's a custom C ANDC machine or its packaging equipment or its way, whatever it is. You know, I hear. Well, we can't, we can't put our prices on our website because our products cost, you know, six figures plus seven figures. They're mostly custom jobs. Nothing's the same and we don't want our competitors to see our pricing and all of this stuff. I mean, it's all valid points, I understand that, but the but you got to shift your mindset on this, because there are ways you can talk about money and talk about pricing to give your customers and your prospects a sense for what it's going to look like without physically writing our product costs a hundred twenty six thousand dollars. You know, a hundred twenty six thousand, four hundred nine dollars and thirty sets right, it's that's not what we're talking about here. So here are a few ways to talk about pricing without physically listing a price. Hey give a range. If your product usually costs between K and a hundred fifty K, just go ahead and set those expectations. Say that. We do that on our site. We describe that the average client of ours is spend in between a hundred twenty five and two hundred K in their first year with us. It's stated our website and ninety percent of the time, it's true, falls in that range. Their exceptions, but it gives people a ballpark idea so that those who are way under that range realize that, you know, okay, this is probably not a solution for us and they're probably just price stopping and they're probably not a good fit for you. So, you know, will you chase some people away? Yeah, sure, but most people, if they're you know, if they can be close to that range, they're going to talk to you anyway. They want to, they want to learn more. So at least set an expectation there and the people who are in that range and can't afford you are going to go in feeling that much better about it and you have probably a better sales conversation. So that's that's sort of reason a to give a range. Reason, you know, be point B for addressing pricing without physically writing the price. Explain the differences between that K and a...

...hundred k version of your solution. You know your answers to pricing questions almost always probably start with something like well, it depends. Okay, so describe some of those most common well, it depends situations. In what situation does you know, or when does? What was the price goes up? Why is that? Is it like? What variables are there that could lead to a lower or higher price? And explain those things right an article about it. Describe the most common ones so that your prospect can identify with that and say, okay, all right, I see that you're they're usually a hundred fifty, two hundred fifty K, and the way they're describing the more expensive range, that's kind of more than what I expect. I need, so I'm probably down here, or the opposite. But again, it gives them context, sets up a better sales conversation, encourages them to reach out to you. And then this point letters see under why, Prit why it's important to list pricing or how you can do it compared to the alternative. You can talk about money by saying, you know, how is your solution different from what your prospect is used to right now? Why does it cost more or less, and why talk about that stuff? Just write it or talk about it in a video. Answer questions like when will he or she see a positive roi? Based on your past experience, what's the total cost of ownership look like? That's a great one. Break down. Well, are you? Our competitors are a third the price of us, but their product last two years in our ours last thirty, right, or whatever it is. You've got a version of that, probably, so think about what that is and just talk about it. Maybe they'll pay fifty percent more for your product now, but it'll last ten years longer than your competitors. So get into that concept of TCO, total cost of ownership. Talk about ury timeline to that, answer those questions you know they're going to ask any way, and set up a better sales conversation. Okay, so that's we've given three ways here so far out of eight to make it easy for your buyers to buy. Let's go to number four, right, and Faq page. That is actually helpful. I see a lot of FAQ pages out there probably most be tob companies. Websites have them and most of them are terrible. You know. It's like five or ten common questions and like one line answers to them that are really add no value. So how about instead, let's do some customer interviews or let's look back at sales conversations. Gather your sales team. What are the questions you're getting all the time from customers all through that buying process, and let's let's take the twenty most common ones, or fifty most common or five or whatever it is. It doesn't matter so much. But if their questions you're commonly being asked answer them, and there's probably a lot of it depends answers in there, and that's fine. So break down the different, you know, so few different scenarios to give context to people. But you should have a deep, you know, Faq page that is filled with really valuable, helpful content, and something we do on ours. I'm going to reference US again. That's saying that we do we do everything right by any means, but you know, we're marketing people. We've been through this before. We've seen it with our clients. We do a good job for ourselves. Our FAQ page, which you can get to through the working together link in our top navigation. It's scrolls and scrolls and scrolls, and like questions we're answering you. What types of companies does gorilla best served?...

How did you develop a specialty and industrial marketing? What makes gorilla different from the thousands of other marketing agencies out there? How much to your services cost? How will I know if my investment has been successful? Do you have any documented examples of success with other similar clients? What's the makeup of gorillas staff? How Big Are you? Whereas you where you located? How can you, as marketing people, know how to create or know nothing about my business and possibly create content that will resonate with our audience? We get that one all the time. So this goes on and on. I've read about half of them to you there, but we answer all these in depth and in a lot of them, as you'll see, we link out two pages that go even more in depth, long blog posts that go deep on the topic, case studies. You know, other pages on our site that help address the question in more depth, and this has been a process. You know, you could start with an Faq page and answer the questions and then you could say, all right, I think these three are we get these all the time and they're more complex. Let's write a deep piece, so let's film a video, and so the stuff can build over time. You don't have to do it all away, all right away. Okay, so that's number four of eight in terms of ways to make it easy if your buyers to buy right in. Faq Page is actually helpful. Number five include a calendar booking APP. So you probably, if you don't use one already, you've, I'm sure you've seen them and use them. Sales people always seem to have these. Tech companies have these. Manufacturing people usually don't. If you're using a marketing automation software, CR I'm like hub spot a lot of times. These tools are certainly to become baked into the bigger piece of software. You can also go out and get something like calendly. calendarly costs about eight to twelve dollars a month if there's even a free version, but you can pay eight or ten bucks a month that you can get set. You Sink it with your outlook or your Google calendar, whatever software your company uses for email and calendar sink it very easily. You can create you'll say I am available for meetings on the Monday's, Wednesdays and Fridays from eight to Newon, or I'm available nine to five Monday through Friday, or I'm always available or whatever. You set those parameters. It'll sink with your calendar so that if you're you know you're booked for something on Tuesday at at one o'clock to two o'clock, it won't show as an available time to book you. But this is a really easy way to avoid that sort of back and forth between people like well, how about Tuesday at two o'clock, and the other person says, well, and I'm booked then. So it eliminates a back and forth. Aulser just makes it easy for someone to just go ahead and book you, and so you know, sometimes we'll talk about it. What a good idea it would be to just include this in your email signature, included on your website if you're using a tool like hub spot. I'm not sure if calendly has a plugin like this. They probably do, but you can have a little pop up on your website like on our on your request of consultation page, as opposed to a form fill. Somebody could just book you, like Book Us, book you right now, but fill out, find a time that works. Here's my updated calendar, and that link could just pop up on your website. So again making it easy. That's number five for making it easy for your buyers to buy. All right, we're going to number six, live chat. So another one that is you...

...know, would be kind of a pop up on your website. You're familiar with live chat. You've seen them before. This is different than a chat Bot. I want to clarify the difference there. I do think there are applications for a chat Bot where it's an automated, sort of prepopulated thing. Most of them are used very poorly. Probably Ninety percent of them out there use poorly. So I'm not talking about that. I'm talking about manning a live chat, having a dedicated live human being occupying this chat. And you know there are different ways to do it. You could have if you got a team of three sales people, maybe each one's responsible on different days. Most of these have apps on your phone that you can get alerts when somebody fills it out, so that you know your nets. You have to be sitting in front of your desktop all day monitoring it, but you also, you know, you could do it so that you you actually are it is when you're in front of your computer and then you turn it off during the other times. There's a lot of ways to configure these things, but it just makes you that much more approachable and accessible. You can put your photo on there, which humanizes you a little bit, and start a conversation with someone to just can I answer your question, is what any questions you got here about this particular product that you are physically looking at, because you're on that particular page right now and I can see that one of our clients is is in the sort of their distributor in the steel industry and they've got thirty sales guys or something like that. They're running around like Bluetooth headsets that and, you know, answering calls and cold calling all day and stuff, and you know, in their situation, which is is different than a lot of our clients that have smaller sales teams and it's more custom manufacturing or, you know, smaller volume of sales. Well, these guys are like selling commodities at high volume and their live chat is one of the the most successful tools. You know, is up five minutes, suggestion we made to him and probably the most impactful marketing suggestion we made to him six years ago or whatever it was. But they have, you know, they've got like thirty sales people. They just have a different person manning the live chat. They rotate and people are get excited to be the one meaning the live Chet because they get commission on the sales that are made to the live chat that day and it's it tends to be one of the best days of the month. So anyway, this is there a lot of ways to use it, but it should be explored. These are not expensive. There's one called live chat, literally the software, but there's also you know, their tons of them at this point and some of them might be even baked into tools like hub spot that you are already are using. All right, so number six making it easy for your buy or to buy live chat. Let's go to number seven of Eight. Number seven is show rather than tell, and what I mean here is video is better than images, which are better than text. The more visual you can be, the better product videos on your site, and a lot of manufacturers actually do a pretty good job of product videos, like on Youtube. They'll. They've. I've seen more and more that in recent years, which is great to see a lot. I think feeding that stuff into the appropriate product pages on your website. It's a super easy step and a good thing to do. So product videos on your site at least good imagery. I mean Geez, can you at least clean up your facility and bringing a photographer and spend threezero dollars to get some break great product photography on your site? If not video, even better video. So that's one thing,...

...just what you show on your site. But also, you know, I talked about book in meetings and maybe a live demo. We talked with a client about this recently where they were. They've got a very visual, you know, physically interesting product that they were I don't know if they proceeded, but the conversation was they were going to start doing live zoom demos right from the shop floor, right in their facility. They've got a great clean facility. Their product looks impressive. It's a big thing. It's not something you can hold in your hands, it's something you stand next to and and is this, you know, twice the size of a human being. But they were going to stand next to it and talk about it. So you book a Demo with them or book a meeting with them and, rather than talking to them all they're at their desk, you'r they'll still stand their next to the product and show it to you and talk to you about it. So there's just an idea. But you know live product demo or you know if it is something you can hold in your hand, have it ready to hold in your hand to do a zoom call rather than a phone call when somebody books a meeting with you. So show rather than tell. Lots of ways to do that. That's number seven out of eight for ways to make it easy for your customers to burn your prospects to buy. Last one, number eight. This one should be super obvious. It's yet it doesn't happen in most organizations and that respond to your RFQ's fast. You can't wait till tomorrow. When someone fills out a form on your site and they want to talk to you respond. Have a process in place so the right people are getting it. If that person is going to be out on vacation, have a backup person. You know who's manning the form. But this you can't wait till tomorrow. You can't. You shouldn't wait three hours to reply. You got to reply fast, because otherwise they're on your competitor site, they're having a call with them and when that rfq form submission comes through, you want to be on the phone as fast as humanly possible, especially if it's a qualified lead, give yourself the best chance of winning. So that's that one. So we've hit on all eight. I'm going to recap them very quickly and then we will wrap here. So eight ways to make it easy for your buyers to buy. One, state clearly who you help and how to describe your process. Three, list you're pricing and talk about pricing. Number four, right and Faq page. That's actually helpful. Five, include a calendar booking APP. Six, man a live chat. Seven, show rather than tell and eight, respond to our FCU's fast. That covers it. A lot of these examples, as you you know by now, I've illustrated with examples from our own website. Is We're trying to practice what we preach so that we're not just throwing ideas out there that don't have any legs to stand on. We're successful doing a lot of this stuff. For ourselves. There's no reason you can't be too, even though we're marketing agency and you're a manufacturer. Visit Gorilla Seventy sixcom go to that top navigation and most of the pages I talked about are under that working together menu, which is the first link next to our logo. If you haven't connected with me on linkedin yet, please do. I'm one of probably Tenzero Joe Sullivan's, with just about the most common name that you could have, but look for me. Joe Sullivan from guerrilla seventy six would love to connect. I try to...

...shit publish a few times a week and share ideas like I'm talking about here out there, so hopefully you can get some value out of that. So that is it. Thanks for listening to my ramble here for the last twenty five minutes and I hope to catch you on the next episode of the Manufacturing Executive. You've been listening to the manufacturing executive podcast. To ensure that you never miss an episode, subscribe to the show in your favorite podcast player. If you'd like to learn more about industrial marketing and sales strategy, you'll find an ever expanding collection of articles, videos, guides and tools specifically for BTB manufacturers at guerrilla seventy sixcom learn. Thank you so much for listening. UNTIL NEXT TIME.

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