Put Some Emotions In Your Industrial Marketing Mix
Industrial companies are at a loss of identifying the emotional ties that may exist between their brands and the buyers of their products. Some many not even know that with every interaction, email, webpage and answered phone call they are conveying a strong message regarding their brand and what they stand for. And this message impacts buyer’s behavior and their decision to buy.
The question is not so much what you are trying to sell but what your client are looking to buy from you. Granted this is not as easy as it may sound since he/she may not know or cannot articulate their underlying motivations. You can no longer simply think that you are selling a bundle of products with a long list of features and benefits.
So take the time to deconstruct their buying behavior and assess their real needs at every stage of the buying process. This can be as simple as asking them: your website is a unique platform to interact with them, get them to share valuable insights and to monitor their actions.
Look beyond features and benefits. Focus on the context of product use and how it will help their employees, their operations and infrastructure. It is not always about glitzy appeal or thumping competition.
From this perspective you can understand the context of the buying decision and how it impacts their lives.
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