The Manufacturing Executive
The Manufacturing Executive

Episode · 7 months ago

Leveraging Ecommerce for Manufacturing’s Digital Immigrants w/ Curt Anderson

ABOUT THIS EPISODE

If you think ecommerce isn’t for you, you’re wrong.

You need to leverage ecommerce immediately (arguably with pricing, too) to increase your visibility and make it easy for your ideal buyer to make a buying decision on a Friday at midnight online. 

In this episode, I interview Curt Anderson , eCommerce Evangelist for Manufacturers at Ecommerce MGMT , about why ecommerce matters so much for manufacturers — today more than ever before.

Join us as we discuss:

-Why manufacturers should quit being “the best kept secret”

-Curt’s 3-prong approach to ecommerce

-SEO and keyword strategies for digital immigrants

-An opinionated view of pricing

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

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As a manufacturer. How can you help your ideal buyer, that soul mate, make a bind decision on a Friday night at midnight without having you wait for you to open up your doors on Monday? That's a competitive advantage. 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 CO founder of the Industrial Marketing Agency Gorilla Seventy six. When you think about e commerce, what comes to mind? Probably Amazon, right, or maybe buying clothes or coffee or fishing gear from one of your favorite companies online, but in general consumer products, right. What most people wouldn't think of is a six figure custom configured piece of manufacturing equipment. Yet here we are. It's two thousand and twenty one and this is a very different buying landscape than it was even five years ago. In today's conversation we're going to get into this topic of e commerce specifically for manufacturers and will look at different things that e commerce can actually mean, because it's time that the industrial sector shifts its mindset about how to respond to the way that buyers actually want to go through their buying process. On that note, let me introduce my guest. Kurt Anderson. Founded an e commerce company in one thousand nine hundred and ninety five that was ranked three times on the Internet retailer magazine top one thousand e commerce companies. Since selling that company, Kurtis served as an e commerce consultant targeting manufacturers. Kurt is the author of stop being the best kept secret, founder of bobtailcom and cofounder of e commerce mgmtcom and e commerce resource guide for manufacturers cart. Welcome to the show, Joe, what an honor. Thank you so much, Fan. I am absolutely thrilled to be here with you today. It's some thrill to have you here where you know I. There are a lot of people that I've had on this show at this point who I have discovered through just through linkedin and often because of little micro clips I've pulled out of podcast episodes that resonated and then we strike up conversation and you kind of follow it. Fall into that category. We kind of share a lot of we're running in a lot of the same circles and in the manufacturing sector, if I find absolutely and what I love is, you know, just to kind of you know, I know I'm on your show, but I got to throw it back at you, you know, a little love your way. You know, you guys and your team just do an amazing job and it just it was this was a long overdue for me to connect with you. You guys that grill seventy six just do such incredible work and so again,...

...thank you. I'm just I feel very blessed to be here today. So well, thank you. I appreciate kind words and I'm going to be on your Webinar are coming up soon too, so by the time this is live they may have happened already, but that's going to be fun as well. So I really like what you're doing on that front. Yeah, awesome. Well, very good. So, Kurt, you know I did during the first year of this podcast. You're going to be episode and seventy sh here. And during the first year, somewhere back around thirty or forty or so I think I had, I did one commerce or one episode touching on e commerce. Didn't go super deep on it. It was a good, you know, episode to sort of dive into the topic. But there's so much to discuss there and when I met you, I'm like, all right, I got to get we got to go deep with with Kurt here and get some get another perspective. And so here we are. So we're going to get into that today, but first I would love to hear a little bit about your book. I really I love the title. Stop being the best kept secret and you told me a little bit on our last call what that's all about, what that means, but I'm going to let you say it in your words. Well, thank you and and and again, kind of throwing something back at you guys. I know you know you're not the best kept secret because you guys are out there. You know you do. You and John do an amazing, amazing job, and I just I want to say again why I'm so thrilled to be here. You guys are truly truly American entrepreneurial success or. I love how, you know, two buddies get together, a side gig turns into a business. A business is now twenty two individuals now not only call this work or a job, it's a career and you're providing for twenty two different families out there. And you know, you're helping manufacturers to stop being the best kept secrets. So again, my hats off to you and John. Just so admirable and I have just such teep respect for what you guys have accomplished. So you know, again, I just wanted to I feel compelled to share that. Well, thank you. I really appreciate that. Means A lot. It's very inspiring. You know, I, and you mentioned you know, I started a business hundred years ago. I'm much older than you and so just have kind of looking back at you and John and I spend a lot of time kind of, you know, found what you guys do and it's just it's really just such an inspiration. You know, the book stop being a best kept secret. So you and I both target. How can we help manufacturers? You know, and you know, heartbeat of America. It's really basis of our economy. It's not what it was, you know, back in a day. But boy, there's a nice resurgence and, you know, revitalization of American manufacturing right now. So it's really such a blessing for both of us of being this space. You know, I had to eat commerce business, you know, had a nice run, sold it and like and what do I want to do when I grow up now, you know, I was like forty at the time. I'm now, I'm not forty anymore, but I kept calling on manufacturers trying to help them with the commerce and I'd be like Hey, Mr Mrs Manufactured, tell me about your business. I mean, you know, they're like, oh, we're the best kept secret, we're the best kept secret. I just kept hearing that over and over. I'm like, man, I don't think that's a great marketing strategy. We might need to turn that around. And so, therefore the titled Book Is Stop Up Being the best cap secret, and it's probably you know, it's still...

I go into the ECOMMERCE spin. It's probably similar what you and John Do. So I kind of have like a for tier attack. I know we'll dig an e commerce, but it's it's very, very similar what you do. You know, are. So we do? We offer free, do it with you, eat commerce training sessions. Okay, free ECOMMERCE training sessions. And what we start with is that buyer persona. You know, we can probably dig into that little deeper through the conversation. You guys, I'm sure, start with that. You know how critical it is for the manufacturer. Know, who are you selling to? WHO's that ideal buyer for in my book, in our trainings, for our little qt word, we call it. Who's your soul mate? You know? Basically, our websites are no, you know, are linked in profile. How you and I connected? You know, if I was an HR guy or CFO or whatever, you and I would have connected, but because we both sing too. I don't sing. I'm a horrible voice, but if we were singing, we're singing the manufacturers from marketing standpoint, you know. So we go through, you know, how to find an ideal buyer, how to make that great first impression. We call it web pression. Are you making a great first Webpression, whether social, your website, so and so forth. We talked about dominate. Search is number three, and you and I were talking about this a little bit, you know, like when you niche down and manufacture and there's so many keyword opportunities to really dominate search and people like, Oh, come on, you know it's to two thousand and twenty one. How can you take those search engines? Well, we're manufacturers, Knich down. There's just an abundance of opportunities. And then our last approach is we talked about what I call how do you get offensive without offending in any commerce? It's like utilize in market places, and I'll wrap up on this. A lot of custom manufacturers like, Hey, wait a minute, you know, we don't have a preparatory product what to the online market places. Why would I saw an Amazon? We go deep into a lot of hardcore strategies for those custom manufacturers on using those market places and ECOMMER. So that's kind of what the basis of the book, stopping, the base best kept secret, is about. Yeah, I love it. I think it's a really smart I love the title. I think the you know, I hear the same thing all the time. Let me you know. It's man, we we've got the we got this this killer product. It's you know, it's so much better for these reasons, and they're these industry giants and nobody knows who we are, you know, but but our customers just love us. And such a common thing. It doesn't have to be this way. That does it exactly. So, you know, in the challenge for manufacturers. And and again, that's why you've thrived. You know, when did you guys find your it was a two thousand and three, two thousand and six, the the seventy six and girl of seventy six, for anybody listening here, is who everyone just where name came from his seventh month of those six, which is you know, we'd probably have named our company differently if it were happening now. But Hey, we were like twenty four year old guys, didn't know what we were doing and I think it's phenomenal. But you know, and again, Joe, what you know? As you discover you know manufacturers. Do you know you're running to a lot that have been around for generations, some, maybe even over a century, right, if not longer, great culture. You know everything about out them as phenomenal. You know,...

...unfortunately, just you know will fortunately, unfortunately, the you know, these built a great legacy without needing marketing, right. It was, you know, trade shows, word of mouth, sales rep goes on the road pounds of pavement. You know, this is how grammar and GRANDPA did it, this is how generations have done it, and you know it's been gradually changing as the new generation comes in. Covid really, as you know, firsthand, just really brought this whole issue to light. Hey, wait a minute, I can't go to a trade show. There are no sales reps are grounded. They can't go that. You know, our customers don't. Won't let ourselves up to in. What do we do? Ah, wait a minute, my website was built in two thousand and five. Looks not too good. And so, you know, how do we change the I can't. You know, I'm doing a search for your product, your service or your solution and I can't find you. You are truly the Best Cup secret. You know so and again. That's why company like really, somebody six, is so valuable to the market for manufacturers to help conquered. You know those strategies? Yeah, I mean the thing is that all the power in the buying and selling process has shifted to the buyer over the you know, the last twenty plus years, as more and more information has become available, as younger generation has risen up and taken more control and they don't want to be cold called. They want to go investigate things on their own. And then all of a sudden you throw last year and what happens with covid on top of it, and travel and facetoface, you know, largely going away and and some of it won't come back like some of it will, some of it won't. So it's yeah, it's just this. It's such a change in the way companies need to be operating and I think it's this particular topic that we're on today is that much more important for that reason. So absolutely, and we, as you mentioned, we have a Webinar program we do every Friday. You know, we're fortunate enough you're going to be a guest of ours and you know, maybe you'll come out round the time of this show, super excited. You have a great topic that we're going to talk about. But we had a jouleman that was on our program recently in and I love, you know, I'm sure you love doing these podcasts. Man, I learned every time every week. You know, seventy percent of the buying decision is already made before they even pick up a call, you know, the phone, or drop you an email. You know they're doing all that research on your website. You know. I know you have a dynamic team of journalism majors. I know like your way, Missouri, one of the top, you know, in journalism schools in the country. I know you have a few folks on your team from Missouri and a lot of heavy creative minds, great journalism background. You're helping people tell that story where you know where manufacturers they just they you know, they they flew under the radar. You know, hey, we like just kind of like doing our little our thing, keeping it low key and that this is all change. And so now, you know, bringing on a team like you, blogging content, video strategy. You mentioned linkedin. Social you're like, man, do I we know facebook is for, you know, hanging out, what I had for dinner last night? No, you if you're you know, everybody has a late there's labor shortages everywhere right now. Well, guess what you're now competing with? If your you know, competition, even people...

...that are in in your field. You're competing with fast food restaurants for good quality tailent. Now, if you know twenty something would, who would be an all star at your manufacturing operation doesn't see that you're posting on facebook, that you're posting on social what's going on behind the curtain? You know, Jeez, I drive by that big building. I don't know what you guys will what you know, you contribute to the community what's going on there. So I think again, stop being the best kept secret, not just for customers but also for recruiting. You know, talent is is absolutely critical these days. Love it. I completely agree. We'll curt let's get into this ecommerce topic here. So this is really your world and want to tap into your brain power here. You have described to me. We had a call, you know, few days back to kind of flesh out this conversation a little bit what we want to hit on. You describe to me a three prong process, or maybe a process is right word, but three prong approach to ECOMMERCE for manufacturers, and I'd love to spend some time here breaking down what each of those three things are. Yeah, absolutely, and I think what's so common in whether you see this frequently, you know, you land on a manufacturer's website and I'm sorry to say this, there's this awful, horrific disease. Joe, I don't think you've ever heard of it. We call it the we we syndrome and if you're not familiar that we we syndrome, what we encourage manufacturers and when we do our training to our workshops, we get a big kick out of it. We do a lot of work with the MEP's that's a manufacturing extension partnerships. We just did a program today at Purdue University. Yesterday it we were in Pennsylvania. Day before. We're at in a Bread University of Nebraska MEP, and so we get it's a it brings a lot of smiles, a lot of chuckles. We caught the we we syndrome. I think I know where you're going here. I think I think I know, but I want you to say it. Yeah, but, and I won't take credit for this, my dear friend, if you know else in the fort she would be awesome on your podcast. She'd be a great guest. I'm going to credit my dear friend, my Bestie, allison, of this term. The we we syndrome. Is Count How many times use the word we on your website? We have great capabilities, we have great equipment. We have great skills, we have the best. Just ask us that at Ada right in the challenges for the buyer, the person. It's all due respect and men were all guilty of this. They don't care. They don't care about us. They just want to care about the solution that is provided, you know. So when we go through these trainings, we walk, you know, we go through, we go deep into a lot of examples of like flip this, flip the story and make it all about them. Okay, so now in that I do buyer, your soul mate. They land on the website and you know, I'm I'm glad you mentioned byers, Joe, because when you think about buyers, they are sometimes the most I know if we were in school and call it pick that on, but they take a lot of heat all day, every day. You bought too much of this, you bought too little that, you brought the wrong size here. You know, the buyers beat up all day and that's who we're targeting. Are Those buyers right? So why they're getting beat up? Now we're trying to come in. Now, we're trying to sell something to it. So the goal is, how can we make it as easy a is humanly possible. So the three pronging approach. I'll run...

...through a quickly. Number One, you know a lot of times and we sing to the custom manufacturer like Hey, wait a minute, you guys are talking ECOMMERCE. You know, we make stuff for other people. That's not really us. And RFQ is, by definition, ECOMMERCE. Man. It's somebody sending you a drawn and asking you let's conduct business together. Right. So do you have a clear, concise call to action? You have like a big form. Hey, Tommy, your firstborn, your social security number. That, you know, like make it super easy, called action. I think we're going to get into another little pricing conversation. But you know, just how can you turn that around as fast as possible and make it easy for them? So, first and foremost, make that RFQ eat. Make it easy, make yourself accessible, easy to do business with. Number two, how can you jump in e commerce? And so we go through like specifics, examples and we're and it's awesome when we have we take manufacturers through our training process. Of the light bulb goes off and we're like, man, even though I'm selling a four or five, even a six figure figure product, we can use ECOMMERCE and when they discover that it is so exciting and we're they're going to like now all sudden go on a shopping car. Maybe they'll put it on Amazon. And we have a company in Alaska that has like these big heavy duty fuel tanks for helicopters, and so now she's going to start. She's going to go in that direction of like ECOMMERCE. We have someone that does like these big ceramic molds, you know, thousands of dollars. They want to get in the commerce with these projects, because buyers are now going on Amazon, on they want to buy, they're going on, you know, onto your ecommerce store. They don't have time. Like you said, the millennial gender generation that at waiting. The third thing I'd like to share. We are super, super bullish on anybody that's one to listen. I talked about configurators, and those configurators quote, builders, calculators, whatever you want to call them. You and I were just talking about a good buddy of mine from above, the fray, Noah Oakenberg. He connected you with Tom or, he connected me with Tom Paul. Tom was just a guest on your podcast. He's a company in Portland. They do a great job with with configurators. Chris Harrington, Presiden CEO of Jen outfit. Now they're great guests for you to consider on your program they're up in Milwaukee. They have they are an e commerce firm for manufacturers. They do an incredible job with configurators. So let the ID buyer, that soul may land on your website, build your product and just check out in like not even have to call you or the RQ. You're now putting that sales process on your website, pulling it off of your plate. So anyway, so that's my that's our three prong approach with e commerce for manufacturers. Yeah, I think that's really smart and, you know, touching on something you were saying a minute ago, and I've seen this a few times recently where we've been consulting a client and we're always trying to push our clients into simplifying their service, other product offering where they can like look at the where you actually profitable, where you just where you fulfill in orders, where the margins are low, but these customers, some of the Times the smallest customers, take up the most time and and you're not even making money. Frankly,...

...but a lot of times the things they're buying could be more a little more standard maybe. And so I've had customers say, well, maybe we could activate a distribution channel to handle commerce here for these particular more standard product lines that are lower margin, and then we don't have to have our sales people spending all their time servicing. Well, I think that's another argument for maybe where you could use e commerce. Right, could you simplify some of your service offerings and say we're going to sell these standard because that's probably good enough for somebody at this price point. Right, I love it. I couldn't agree with you more and again, you know, I know from an you know we were having an engineering conversation. Might be much different for us as marketers. It's very easy. Yeah, just you know, Henry Ford at you know, put it in every any color you want, as long as it's black. Right. I know it's not that easy, but what you're saying is like if you take like the a eighty twenty rule, you know. So if there are commodity products that that customer manufacturer is making and just like really start hammering down on those particular products, those that can open up the door to so much you know makes makes your life a lot easier when you walk into the manufacture like Hey, what's your key we you know, what are your keywords, what are your course strengths? That up when now, when they focus on that eighty percent that can create their you know, now here's your potential keyword strategy. Now, potentially here's an ECOMMERCE strategy. We could put those products out there and even when that engineer or that buyer like Hey, I see that you have this particular whatever circuit board or you have this particular product, it's close, but I need this. But because they found you on a market place where they found you with that keyword strategy, now we can have the conversation to dig deeper, to customize it a couple steps further, but boy, we're really close, you know. So that's I absolutely love what you're saying there. That's really smart actually, and I have one client who is kind of doing exactly that. Where their main webs they have two websites. Their main website is very bigger, higher price point, more custom jobs and this is their main business. Well, they own a really important keyword in their space and they have built a website and e commerce site all around that and they sell the commodity products and they don't make much money when they sell them. But when somebody buys it, they fill out if they're filling out a forum, they're purchasing something of transaction happens in a relationship begins there and all of a sudden that is is the lead into turning them into a customer of really their their core service offering. And so sometimes the ECOMMERCE component of your business is not even going to be a profit center for you in another itself. It may be more of a lead generator for you to start conversations with the right people. So I think you kind of have to reframe your mindset about why you're maybe doing e commerce in the first place. Absolutely, that's absolutely brilliant. I love that strategy that you're suggesting there with, you know, with that particular client and again, and it's just it's just a different mindset for the manufacturer and again, you know, like you do with dozens hundreds over you over your career, and phenomenal operation patients. Boy, nobody does it better. They know that...

...widget inside and out, you know, and they're probably great leaders, good, you know, great with HR, great with operations, finance, all those other things. They just they've never really needed a market themselves, and so this is just such a glaring gap. You know, I don't know if you'll relate to this, like when you started your business, I was kid around manufacturers. What's what hit retail twenty years ago is now hitting manufacturers today. So say like Main Street, your floors, plumber whatever, your everyday service providers. You know, twenty years ago, you know, Joe, I'm on enough to remember. You know, this thing called a phone book. You know, I don't know, maybe your I don't know, but there's this thing way back a hundred years ago called a phone book. You know, I could take that was my marketing campaign. I took an ad out in a phone book and maybe I sponsored a little league team or you know whatever that is a retailer. That was my marketing campaign. Also, in this whole Internet thing came about. So as a plumber, floors one, so forth, they had to hit this whole social media thing, website. You know, fifteen years ago, right, manufacturers kind of skirted it at that's not this Internet thing's not going to catch us. So now, unfortunately, they have to start thinking like a retailer almost, you know. So I love what you're saying and it's getting out of the box, getting creative and how you know what you're describing all those custom manufacturers, what they have. They might have a preparatory product. They have a preparatory process in right there. That could be that preparatory process. That again, that can be your keyword strategy. That's what you want to focus on your website. That's what content that you know, the magic that you guys perform, that's what you want to focus on is you know that again, just coming back to like that twenty rule. What do you do best? Stay in your strike zone and exploit that. Let's talk a little bit more here about Keyword and keyword strategy, content strategy. I see the SEO landscape changing a lot over the last few years. It's becoming I mean the saturation of content is like increasing exponentially. It's becoming that much more difficult to rank, and so it requires you to be a lot more niched down and specific, and I know that I heard you talk a little bit about that's I'll stop there. What's kind of your take on where you know, SEO, or search engine optimization, and content strategy fit into this conversation? Yeah, when you started your firm in two thousand and six, think about like, what did Google look like that then? Very plain tax, right. You never saw an image, you never saw a video. It was very plain, right. Why did you know? Now do a google search for flowers, shoes, a commodity, right, and what are you going to see? Pictures, images, videos, all in. You know. Now it's like man, Google, what happened? Well, Google now has fierce competition. Amazon is as big of a cup as a search engine as it is a product distribute think about that. You know, we had a gentleman on our program Brian back he talked about sixty over sixty percent of product searches begin on Amazon. So, again, if your manufacturer and you in you're like, well, I don't do you know? Amazon's at my house. You know, it's at my front door every day. That's consumer products, goods. It's how we survive through co of it. If you don't have some type of a presence. I just in again. I know there's a lot of exceptions,...

...but you're really putting yourself at a disadvantage, you know, when you think about that. So you know from that standpoint. You know, I can go to Linkedin, is now search engine. I could go to Instagram, I can go to pinterest. That's why there's so many images. Say, if you have a CNC Shop Fabricate Metal Circuit Boards, then if I do those really broad terms, you a hundred percent. You're you know, the chance I was kid around. If anybody can see me, I have no hair. I'm like, if you want to come up on first page for like CNC machining, fabricating metal, you got a better chance to see me with hair. It's just not going to happen. Right. But if we did fabricating metal for Turbine Engines in aerospace, or if we did printed circuit boards with conformal coding on, you know, Dada upt so what? In our training again, we try to you know, I deal with a lot of digital immigrants, you know. So I'm a digital immigrant. I was born way before one thousand nine hundred and eighty. I'm going to assume that your digital native. I'm assuming right. So I'm fifty two. So I'm a digital immigrant. You know, I remember. You know your parents remember our a track players back in a day, right. So for digital immigrants it's just so much different than for the digital nave on that keep you know. So we try to keep it really simple with our with our training session, because we target a lot of digital immigrants. So we run through an example like this. All right, guys, if we did a search for shoes, here's what it looks like. You know, five billion pages on Amazon, clutter clustered. Right. If I do run in shoes, maybe it went down like two billion, but it's still a ton of right. If I do pink running shoes, now I'm getting a little bit more specific in the search keeps going down. Now have a teenage daughter, if she's looking for pink running shoes with purple shoelaces, being go. Now I have a specific match. And what we're encouraging the manufacturers that think about what are your pink running shoes with purple shoelaces meaning? What are your printed circuit boards with a specific part or a specific industry? What does your CNC machine part in aerospace, for Turbine? And you know. So take it, you know, a couple words further and I feel there are still tremendous seo opportunities. When you stretch that out. Yep, and and you know, the argument for lower volume but higher quality applies here. Right. It's I think you said something about finding your soul mate with a customer, so I forgot to exactly how you phrased it, but I mean that this is what we're talking about here. Right. Like, you serve a very specific type of customer who needs a very specific thing, and the more specific you can be with the content that you're creating for them and the you know, the the words you're using to describe what you do and who you sell, the more likely you are to attract the right people. And I'd much rather have ten people visit my website who fit my ideal customer profile to a t then a thousand people that are could potentially be customers. Were probably most of them are. Right. That's exact right. and think like again, you have a wealth of talent on your team. And again I have to throw another plug at you. Guys. You know a lot of my marketers. When...

...you go out there, you know in our space, you know we kild around and you know where the cobbers, kid with no shoes, marketers that have the bad website, bad social presence would I love about you, guys, at a girl of seventy six. You guys don't talk to talk, you walk to walk and when you go to your encourage anybody listening. Check out shows website. You have a great meet the team page and I got it. So and I know I want to stay on course. I know we have a I want to be mindful of time. I Love, love this was Ma. I've learned so much from you just in our short period of time. You guys have we are a team, not a family, on your website and I absolutely love that. I think that is so important, where sometimes people kind of you know, companies, will blur that, oh, we're a family. I love that. You guys have that competitive spirit, that you're you're a team. And again, you a lot of journalism folks on your team. You guys do a create a ton of content. I'm sure you see you have tons of success stories where you've niched down into those key words and now, like you said, you know you're landing for or five six figure gigs for your for your clients. Correct. So I think it's so important on that quality. Again, think about that shoe example I gave. Like pink running shoes, purple shoelaces. If one of your rock stars, you know, on your team, put out a great piece on, you know, something very specific for a manufacturer and they landed that one key word and that engineer at bowing or Lockheed Martin needs that specific part or that's be specific piece of machinery and your team put out that content and now we met. You know, not magic happens. So absolutely we're there's still tremendous opportunities for manufacturers in that space. Well, let's shift gears here for a second. Here, Kurt, I published something recently on Linkedin that starred the pot a little and then it got got a nice response and I turned it into our newsletter, which one out to four thousand manufacturing people. Are So and the topic here, because I know I know you're smiling right now because I know you. You've got similar feelings to be on this ones. I want a riff on this little bit. But I made the argument that you need to talk about pricing on your website as a manufacturer specifically, and that can mean a lot of things, but I would like to hear it kind of let you kick it off here. Like why do you assuming you agree, which I'm pretty sure you do. Like tell us what your take is on why it's important to actually list pricing or talk about pricing. Dude, I couldn't agree with you more. When you when you put that post out, I was like, I gave you a standing innovation and I can't. I might have, and sometimes when I see a really good one, that's kind of my thing, I'll drop standing innovation. Hopefully I did that for your post. I loved it. I think it's personally, I think it's critical and I know it's an in a lot of folks are going to disagree with us. Totally respect that. Love it. You know, from my perspective put it out there. I played football hundred years ago. I almost say I was good, but I the honor a plate. So I'm here in New York, our football's you know, it's not like Texas or Ohio, from the Power House states, but I played for a coach. My team was my team in particular was awful. APPS off will probably was worst season of his career. But we played for a legendary, legendary coach. He had like three titles in New York State, which was...

...a big deal. Big You know, the the top level of schools, whatever, and he would always preach this, and maybe this will resonate with you. He said, guys, when you break out of the huddle, you should be able to walk up to the line of scrimmage, tell the person across the line from you exactly what play you're running and still kick that other person's brewer end and run to play. And if you didn't, it wasn't because of that moment, is what it was because you didn't do sprints hard enough during practice, you didn't hit the weight room, you didn't do this, this, this and this, and so I you know, I'm fifty two. That was thirty. However many years ago. That still has stuck with me today when this pricing conversation or a lot of times people like, Oh, I shouldn't, I shouldn't. When I used to do linkedin trainings like six, seven, eight years ago, when Linkedin was newer, and they're like well, we don't want to put ourselves out there because what if people still are employees? I'm like man, that's like. That's like hey, I don't want to have my spouse on facebook because there he might find their prom date from like I think you have bigger issues going on. You know, if you're worried about your spouse on facebook, and that's a house, you know you're worried. You know if you're worried about your employees on Linkedin, man, that's that you have bigger issues. I don't if I'm comparing an apple to an apple. Walk up to the line of scrimmage man. Tell the person across the line from you what play you're running. Tell them from your price, because the thing is, if your way out of League on the price, you might be doing yourself a favorite because maybe the you know that wasn't a good fit for you anyway. You know. But the thing is, for the time that you're cut, but your competition needs a process that ourfq figure out the price on their own. What you're doing is you're putting your sales and your customer service on your website. What I preach constantly my book, my training, Webinar, everything as a manufacturer. How can you help your ideal buyer, that soul mate, make a bind decision on a Friday night at midnight without having you wait for you to open up your doors on Monday? That's a competitive advantage. So I'll wrap up on that Jo. I just I love that post. I feel so strongly about it and I'm sure we could find exceptions or yeah, you're right, maybe that item you shouldn't. But again, I talked about Brian Beck earlier. He has a book billion a Billion Dollar B tobe commerce. He has he talked about cardinal health and like companies are putting six, seven figure items on ECOMMERCE, on a website in the prices right there. So there's plenty of precedent to support it. If some of companies feel strongly against it, I respect it. But Man, I'm fearful if your competition is putting it out there that they're going to win to win the game, and that's that's just the thing. And you can make this argument in so many areas of digital marketing and content. Like what do your customers need to make buying decisions? What information do they need? You got to put that out there and and you know they're probably people listen right now seeing. Well, yeah, but you know, we sell a five hundred thousand, a million dollar equipment. That's all custom and it's a yearlong bicycle and there's you know, there's plant managers involved in there's engineers and CFOs and CEOS and procurement and and there's nothing you can't put a price on. I can't put a hundred that this cost a hundred twenty six thousand dollars and fifty cents, right or whatever.

But here's what you can do. You can give a range. If your product usually cost between fifty hundred fifty K, set those expectations and you're going to weed out price shoppers, like you said, we're just going to waste your sales teams time and you're going to further qualify those who can actually afford your solution. And then you know, other things you're right, like explain the differences between if you're usually between fifty and hundred fift K, what's the difference? What? Why is something a hundred fifty verses fifty? That's a great way to educate your audience on on different buying decisions they could make because, frankly, for the s perfect for some people in the s perfect for others and they want to understand the difference. And then you know, another thing you can do is compared to the alternative, like what's your what's your buyer used to seeing and what's the difference? You know. I one of our earliest clients was in industrial codings manufacturer and they were, you know, some of their product was being used to code a bridge that crosses the Mississippi River outside of St Louis and they I remember having a conversation about total cost of ownership and how they had to kind of bring that into their marketing because, like, you could buy this product to code this bridge with, you know, millions of depright, thousands, I don't how many gallons of paint, right, but to code a huge bridge and it's going to last ten years, or you could buy this product and it's going to last thirty years and the total difference in cost there over that period of time makes it a no brainer, right, and less and less. This is just a cash decision. So, like you could, you could talk all day about that. You're probably having that conversation in like in sales conversation. So do it in marketing. Be The one who educates your audience and who's going to be the first one that they pick up the phone and call? It's going to be you, right, because you're helping them. You know what you're talking about. You're making that very clear. So I'm just a huge advocate for making the buying process easy, being transparent. You Create Trust that way. Just so many benefits. So, dude, we're perfectly lying on that. And you know, and again, I just I really admire the work that you guys do and just I love keep pounding the pavement and you get it's just I can't wait to see. I'm so honored to kind of enter your circle. I can't wait. I'm through to be a part of this journey with you guys. Now I picked up fifteen years in and just I'm super excited to just see where you guys take the company. Just very exciting. Thank you. I appreciate that. Well. Is there anything we did not touch on that you want to make sure we did? We've covered a ton, you know. And again, I'm throwing a lot of love your way. You know, go to grilla seventy six check and I you know, as as a fellow dad, I just I really admire you as a dad. You know, we talked about grace and Jack and I know you just had a baby charlie, and just and again, I'm just I'm you're just such a good dude. I'm just really, really pleased at you and I've connected. I'm looking forward to a long relationship with you and again, thank you for this opportunity to be on your show today. I'm just I'm just so touched and just thrilled of where our relationship goes and I'm very excited, man. We're just we're very much aligned. We're going to be pounding the pricing thing for our manufacturers and and so some day will, when we get together in person, will celebrate say hey, look at all these manufacturers...

...and I'll put it in our price out there and you know, maybe you and I had a little piece to do with it. Right. I like it. I like it. I think that's great. Well, though, thank you for all the kind words. I feel the same way. It's great to cross pass here finally and excited to be on your upcoming Webinar as well. So we'll do this. will be in reverse roles here that time around. So very cool. So, Kurt, can you tell our audience how they can get in touch with you and where they can more learn more about what you're doing? Sure, yeah, I live on Linkedin. Great Place to find me. It's I knows a lot of Curd Anderson's out there. So Kurt Anderson be the beat tail. I also am part of e commerce management and so it's a cooperative for manufacturers. We do a lot of work with the manufacturing extension partnerships. I do multiple linkedin lives through the week and you know. So I would love to connect with anybody out there and anybody looking for e commerce or, you know, trying to help with US digital transformation. What we do is we work with the folks, we want to do it with you and then kind of, you know, Trent, you know, educate them enough, like you said. You know, I love we were talking about teaching and educating that. Then what we do is now we're going to graduate them, hand them off to like a grill of seventy six. Now you guys are really going to blow it up, but now they can at least speak that right language with you, you know. So that's that's our goal and that's our role in the in the process. Awesome. I love it. Well, there's there's a place for what you're doing for sure, and I hope, hope we got the right people listening here will make sure to broadcast the message. So very good. Well, I think we can put a wrap on it Kurt, I really appreciate you doing this. Absolutely my privilege. Wish everybody, true men to success. Go out there. Just keep crushing it, you know, focus on you know, connect with Joe on Linkedin, follow his content, foul. There's just so much information out there now, you know, to help educate the manufacturers. You're not in a you know, here's the last message we could wrap up with Joe. You know, as a manufacturer, business owner. You know, remember when you and John First started out. You feel like you're alone, you're an Assilo. You know, you're on an island, just, you know, grinding. You know, supply chain, labor, shortage, covid so you know everything. There are so many resources out there. Connect with a guy like Joe Sullivan, connect with your local manufacturing extension partnership. There's just a lot of resources. Hang out on Linkedin, collaborate, learn, enjoy and have a good time. You know, let's have a little fun. So we'll wrap up on that. I like it. Good message current. Once again, thanks for doing this and as for the rest of you, 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 bedb manufacturers at Gorilla Seventy sixcom learn thank you so much for listening. Until next time,.

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