The Manufacturing Executive
The Manufacturing Executive

Episode · 3 months 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 makesure that it is as easy as humanly possible for them to learn what theyneed 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 experiencesthat are driving midsize manufacturers forward. Here you'll discover new insights from passionate manufacturingleaders who have compelling stories to share about their successes and struggles, and you'lllearn from B tob sales and marketing experts about how to apply actionable business developmentstrategies inside your business. Let's get into the show. Welcome to another episodeof the Manufacturing Executive podcast. I'm Joe Sullivan, your host and a cofounderof the Industrial Marketing Agency guerrilla seventy six. So today I am flying solo andI'm going to talk through a topic that I think will really resonate witha lot of manufacturing folks that are trying to transition into a more modern eraof marketing, and that topic is how to make the buyer experiences easy foryour customers as possible. So first I want to set the stage by sortof acknowledging that we talk a lot here at gorilla and on this podcast aboutcontent marketing, understanding your customers, deeply, understanding their pains and their goals andtheir common questions, and then being an educator around your product category toanswer 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 thatonly a small percentage of your total addressable market is probably in buying mode atany particular moment in time, and so if you can be the one toearn their attention and trust and educate them and take on a position of thoughtleader and humanize your business and just be a helpful resource to them, you'reprobably going to be the first ones they call her, at least on thatshortlist, when they do enter buying mode. So I want to acknowledge all ofthat stuff. We're massive, massive advocates for all that. It's alot of what we do for ourselves. It's what we do for our clientsand 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 smallpercentage of people and organizations that actually are in buying mode right now and they'revetting you as a potential solution provider right now, and what we need todo is make sure that it is as easy as humanly possible for them tolearn what they need to learn and start a conversation with you and then actuallybuy from you. This is a place where a lot of manufacturing organizations reallykind of trip up and there's a lot of small things you can be doingto make it a lot easier for them, especially if you step back, youput yourself in their shoes, you think about what it's like to actuallygo through that buying process and to gather the information that's needed and then reachout. So that's what we're going to do here. The theme that Ihave put together is eight ways to make it easy for your body buyers tobuy. And keep in mind I'm presenting this in the context of your websiteand most of what we help our clients...

...do and what we're good at doinghappens in the digital sphere. So, and I'm not throwing out the thingsyou can and should be doing. You know in person and you know inmore traditional ways or not trying to discredit any of that, but what I'mgoing to talk about is where where we really have some expertise and can lendsome advice on this front of making it easy online for your bias to findwhat 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'llillustrate with examples from our own from ourselves at guerilla, and you can thinkabout 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 toput 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 ofthese will strike a chord with you and inspire some action. So let's getinto it here. Eight ways to make it as easy as possible for yourbuyers to buy. Okay, number one is state as clearly as you canwho you help and how, and so the first place where you need todo that is smack in the middle of your home page when somebody lands onyour website on your home page, you want to state so quickly and succinctlyand clearly who it is that you create value for and how you do it. So, just as an example, up here on our website, guerrillaseventy sixcom we say the Industrial Marketing Agency. We help midsize to be, tobe 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 thatis 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 tothis page, and so I'm suggesting you do the same in turn, createthis page on your site. And what we say right there is we don'tdo everything and we don't do it for everyone. And we say and kindof restate that's that phrase from the home page. And then we go inand say, you know, manufacturers seek our expertise when they are bullet pointlacking awareness among ideal future customers, bullet point not consistently filling their pipeline withsales qualified leads, bullet points still relying on trade chosen referrals to drive businessand so on. We list six bullets there that are the most common thingsthat I hear from manufacturers about when they reach out. And so we're identifyingwith the pain and saying this is the issue that people have when they reachout when we could potentially be a good fit. And then I go thenwe go into say this is how we help solve those problems. Rather thanleading with were the best and we do all this great stuff, we leadwith the issue that our customer experiences and then we get into how we helpsall 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 nicheand we work with midsize, be to be American manufacturing companies. Depth isour specialty. We develop marking programs informed by intensive investigation of customers and marketsand subject matter experts to position our clients as thought leaders. And then numberthree, 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 othercompanies, if any at all, that could say the exact same thing andsay it with a straight face. Right. So that's our who we help andhow page. It's a great page. You be able to send someone anda two and to make, you know, prominent on your site sothat when the right people land on it, they say wow, yeah, thisis I need to talk to these guys, this is the company.I that they can help me. I can tell that they understand me tosee my situation before. So we developed this framework based on, or thispage based on a framework by the author Mike Weinberg, who has book newsales simplified, as one that we promote heavily, heavily because we just believein the way he wrote Chapter Eight of that book and in a way thatlets 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 brandstory, would be the books story brand by Donald Miller. So I'd recommendchecking either of those out. And then this will help you state who youhelp 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 buyersto 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 comingback to our gorilla site for a second here just because I've I've been throughthis week. Get we've got the stuff outline. But you know, upin our top navigation you can get to a page just as our process andpricing, and that's exactly what it is. We describe and we have a veryclear process we go through with our clients and we describe it all indepth right here. It's a pretty long page, but this is probably thenumber two most important sales page that we use because once someone has identified withthose 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 inthe same way with every client. The first time it's sort of a consultingengagement that lets us go through discovery and put together a plan. After thatwe go into a phase one implementation, and that sort of things become verycustom but we describe it and then we go into ongoing implementation, and soall 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 ownpoint. And we've got some videos imbedded here that I think are really importanttoo. That's a most our most recent addition to this page is we wentback 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 describingour phase one implementation and we've got a just a short two minute video talkingabout ongoing implementation. But these are camera on me. We used a videographerwho at gorilla we've gotten house, which is convenient, but it doesn't haveto be that fancy either. Could just be you talking on camera through aWebcam, you know, doesn't have to be rehearsed, doesn't have to besuper anything special. Just get your points out there, describe what it's liketo work with you and I think the most important thing is it puts yourface on camera. It humanizes you. It makes someone feel at ease withworking with you, especially if you're a charismatic person, or at least youget the right person on your team who is and can talk comfortably in thatsetting. So I'd encourage you to take...

...a look at that, our processand pricing page, for those reasons. And then the other thing note worthnoting there is, you know, our our first step when we work withsciences, the Industrial Marketing Road Map. We have branded that, we've givenit a name. There's a very distinct process. We charge the same amountfor that first step before everything becomes, you know, custom and catered tothe client, and there's something to that. There's something to giving a name toa 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, andit's it's a way to say, Hey, we've been through this before, we'vegot a process, even so much that we've got a name and we'vegot all the steps laid out here on our website. So just another considerationthere. Okay, so that's number two. Describe your process. Number two,easy way, easiest way to make it, way to make it easyfor your buyers to buy. Let's go to number three here, which islist you're pricing. I pulled this one out. This is almost a subpointof number two, but I want to pull it out as its own thingbecause I think it's that important. The the thing I hear all the timewhen 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 acustom 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 ourprices on our website because our products cost, you know, six figuresplus seven figures. They're mostly custom jobs. Nothing's the same and we don't wantour competitors to see our pricing and all of this stuff. I mean, it's all valid points, I understand that, but the but you gotto shift your mindset on this, because there are ways you can talk aboutmoney and talk about pricing to give your customers and your prospects a sense forwhat it's going to look like without physically writing our product costs a hundred twentysix thousand dollars. You know, a hundred twenty six thousand, four hundrednine 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 aprice. Hey give a range. If your product usually costs between K anda hundred fifty K, just go ahead and set those expectations. Say that. We do that on our site. We describe that the average client ofours is spend in between a hundred twenty five and two hundred K in theirfirst 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 peoplea ballpark idea so that those who are way under that range realize that, you know, okay, this is probably not a solution for us andthey'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 closeto 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 andthe people who are in that range and can't afford you are going to goin 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? Andexplain those things right an article about it. Describe the most common ones so thatyour 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 thanwhat I expect. I need, so I'm probably down here, or theopposite. But again, it gives them context, sets up a better salesconversation, encourages them to reach out to you. And then this point letterssee under why, Prit why it's important to list pricing or how you cando 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 toright now? Why does it cost more or less, and why talk aboutthat stuff? Just write it or talk about it in a video. Answerquestions like when will he or she see a positive roi? Based on yourpast experience, what's the total cost of ownership look like? That's a greatone. Break down. Well, are you? Our competitors are a thirdthe price of us, but their product last two years in our ours lastthirty, 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 tenyears longer than your competitors. So get into that concept of TCO, totalcost of ownership. Talk about ury timeline to that, answer those questions youknow 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 eightto make it easy for your buyers to buy. Let's go to number four, right, and Faq page. That is actually helpful. I see alot of FAQ pages out there probably most be tob companies. Websites have themand most of them are terrible. You know. It's like five or tencommon 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 backat sales conversations. Gather your sales team. What are the questions you're getting allthe time from customers all through that buying process, and let's let's takethe twenty most common ones, or fifty most common or five or whatever itis. It doesn't matter so much. But if their questions you're commonly beingasked 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, sofew 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 youknow, we're marketing people. We've been through this before. We've seen itwith 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 andindustrial marketing? What makes gorilla different from the thousands of other marketing agenciesout there? How much to your services cost? How will I know ifmy investment has been successful? Do you have any documented examples of success withother 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 thatwill resonate with our audience? We get that one all the time. Sothis 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. Youknow, other pages on our site that help address the question in more depth, and this has been a process. You know, you could start withan 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 morecomplex. Let's write a deep piece, so let's film a video, andso the stuff can build over time. You don't have to do it allaway, all right away. Okay, so that's number four of eight interms 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. Soyou probably, if you don't use one already, you've, I'm sure you'veseen them and use them. Sales people always seem to have these. Techcompanies 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 arecertainly to become baked into the bigger piece of software. You can also goout and get something like calendly. calendarly costs about eight to twelve dollars amonth if there's even a free version, but you can pay eight or tenbucks a month that you can get set. You Sink it with your outlook oryour Google calendar, whatever software your company uses for email and calendar sinkit very easily. You can create you'll say I am available for meetings onthe Monday's, Wednesdays and Fridays from eight to Newon, or I'm available nineto five Monday through Friday, or I'm always available or whatever. You setthose parameters. It'll sink with your calendar so that if you're you know you'rebooked for something on Tuesday at at one o'clock to two o'clock, it won'tshow as an available time to book you. But this is a really easy wayto avoid that sort of back and forth between people like well, howabout Tuesday at two o'clock, and the other person says, well, andI'm booked then. So it eliminates a back and forth. Aulser just makesit easy for someone to just go ahead and book you, and so youknow, sometimes we'll talk about it. What a good idea it would beto just include this in your email signature, included on your website if you're usinga tool like hub spot. I'm not sure if calendly has a pluginlike this. They probably do, but you can have a little pop upon your website like on our on your request of consultation page, as opposedto a form fill. Somebody could just book you, like Book Us,book you right now, but fill out, find a time that works. Here'smy 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 foryour buyers to buy. All right, we're going to number six, livechat. So another one that is you...

...know, would be kind of apop up on your website. You're familiar with live chat. You've seen thembefore. This is different than a chat Bot. I want to clarify thedifference there. I do think there are applications for a chat Bot where it'san 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 talkingabout that. I'm talking about manning a live chat, having a dedicated livehuman being occupying this chat. And you know there are different ways to doit. 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 yourphone that you can get alerts when somebody fills it out, so that youknow your nets. You have to be sitting in front of your desktop allday monitoring it, but you also, you know, you could do itso that you you actually are it is when you're in front of your computerand then you turn it off during the other times. There's a lot ofways to configure these things, but it just makes you that much more approachableand accessible. You can put your photo on there, which humanizes you alittle bit, and start a conversation with someone to just can I answer yourquestion, is what any questions you got here about this particular product that youare physically looking at, because you're on that particular page right now and Ican see that one of our clients is is in the sort of their distributorin 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 coldcalling all day and stuff, and you know, in their situation,which is is different than a lot of our clients that have smaller sales teamsand 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 chatis 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 wemade 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 differentperson manning the live chat. They rotate and people are get excited to bethe one meaning the live Chet because they get commission on the sales that aremade to the live chat that day and it's it tends to be one ofthe best days of the month. So anyway, this is there a lotof ways to use it, but it should be explored. These are notexpensive. There's one called live chat, literally the software, but there's alsoyou know, their tons of them at this point and some of them mightbe 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 buylive chat. Let's go to number seven of Eight. Number seven is showrather than tell, and what I mean here is video is better than images, which are better than text. The more visual you can be, thebetter product videos on your site, and a lot of manufacturers actually do apretty 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 seea lot. I think feeding that stuff into the appropriate product pages on yourwebsite. It's a super easy step and a good thing to do. Soproduct videos on your site at least good imagery. I mean Geez, canyou at least clean up your facility and bringing a photographer and spend threezero dollarsto 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 andmaybe a live demo. We talked with a client about this recently where theywere. They've got a very visual, you know, physically interesting product thatthey were I don't know if they proceeded, but the conversation was they were goingto start doing live zoom demos right from the shop floor, right intheir 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, twicethe size of a human being. But they were going to stand next toit and talk about it. So you book a Demo with them or booka meeting with them and, rather than talking to them all they're at theirdesk, you'r they'll still stand their next to the product and show it toyou and talk to you about it. So there's just an idea. Butyou know live product demo or you know if it is something you can holdin your hand, have it ready to hold in your hand to do azoom 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 numberseven out of eight for ways to make it easy for your customers to burnyour prospects to buy. Last one, number eight. This one should besuper obvious. It's yet it doesn't happen in most organizations and that respond toyour RFQ's fast. You can't wait till tomorrow. When someone fills out aform on your site and they want to talk to you respond. Have aprocess in place so the right people are getting it. If that person isgoing to be out on vacation, have a backup person. You know who'smanning 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, becauseotherwise they're on your competitor site, they're having a call with them and whenthat rfq form submission comes through, you want to be on the phone asfast as humanly possible, especially if it's a qualified lead, give yourself thebest chance of winning. So that's that one. So we've hit on alleight. 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, respondto our FCU's fast. That covers it. A lot of these examples, asyou 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 throwingideas out there that don't have any legs to stand on. We're successful doinga 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 Seventysixcom go to that top navigation and most of the pages I talked about areunder 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'mone of probably Tenzero Joe Sullivan's, with just about the most common name thatyou could have, but look for me. Joe Sullivan from guerrilla seventy six wouldlove to connect. I try to...

...shit publish a few times a weekand share ideas like I'm talking about here out there, so hopefully you canget some value out of that. So that is it. Thanks for listeningto my ramble here for the last twenty five minutes and I hope to catchyou on the next episode of the Manufacturing Executive. You've been listening to themanufacturing executive podcast. To ensure that you never miss an episode, subscribe tothe show in your favorite podcast player. If you'd like to learn more aboutindustrial 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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