The 3 rules of getting more sales! Period...

As a career banker, I’ve had the privilege of working alongside countless entrepreneurs and business owners over the years. One of the most pressing topics in our conversations is how to drive more revenue. Let me share the story of a manufacturer who transformed their sales trajectory through practical strategies—insights that apply to businesses of all kinds.

A few years ago, I worked with a family-owned manufacturing business specializing in custom metal components. They had built a strong reputation for quality and reliability, but growth had plateaued. Despite a loyal customer base, new orders were shrinking, and competitors were beginning to chip away at their market share. The owners were frustrated.

“We’ve done everything right,” they told me. “Why aren’t we seeing more sales?”

Their frustration was understandable. They had invested in state-of-the-art machinery, maintained excellent customer relationships, and adhered to strict quality standards. But in today’s competitive market, even the best products don’t sell themselves.

After analyzing their business operations, we identified three key areas to focus on:

1. Increase Market Visibility

The manufacturer’s marketing strategy relied heavily on word-of-mouth and repeat business. While effective to a degree, this approach lacked scalability. We recommended:

• Building a Digital Presence: They launched a professional website showcasing their expertise, case studies, and client testimonials. A blog featuring industry insights positioned them as thought leaders.
• Leveraging Social Media: LinkedIn became a platform for connecting with procurement managers and sharing updates on their capabilities.
• Investing in SEO: Optimizing their online content helped them rank higher in search results, making it easier for potential customers to find them.

2. Deepen Customer Engagement

To better understand their customers’ evolving needs, the company implemented a customer feedback program. They:

• Regularly Surveyed Clients: Feedback helped refine their offerings and identify unmet needs.
• Created a Loyalty Program: Rewarding repeat customers fostered stronger relationships and encouraged referrals.
• Hosted Webinars: Educational sessions on industry trends showcased their expertise and brought in leads.

3. Differentiate Through Value

Competing on price alone is rarely a sustainable strategy. Instead, we focused on differentiating their value proposition:

• Custom Solutions: Highlighting their ability to tailor products to unique specifications set them apart from competitors offering standard options.
• Quick Turnaround Times: Investing in lean manufacturing processes allowed them to reduce lead times, a key selling point for clients with urgent needs.
• Sustainability: Emphasizing environmentally friendly practices resonated with customers increasingly prioritizing green initiatives.

The Result: Sales Turnaround

Within 18 months, the manufacturer saw a 35% increase in new customer acquisition and a 20% boost in overall sales. Their online inquiries tripled, and they secured contracts with several high-profile clients who discovered them through their improved digital presence. More importantly, they positioned themselves as an industry leader, ensuring long-term growth.

Common Mistakes That Lead to Lower Sales

Many businesses unintentionally hinder their own sales growth by falling into common traps.

Here are some pitfalls to watch out for:

1. Neglecting Marketing: Assuming that a great product will sell itself is a mistake. Without consistent marketing efforts, even the best offerings can go unnoticed.
2. Ignoring Customer Feedback: Failing to listen to customers can lead to misaligned offerings that don’t meet market needs.
3. Competing Only on Price: Focusing solely on being the cheapest option often undermines perceived value and erodes margins.
4. Inconsistent Follow-Ups: A lack of follow-up on leads or inquiries can result in lost opportunities.
5. Overlooking Online Presence: In today’s digital age, not having a robust online presence makes it harder for potential customers to find and trust your business.

Conclusion:

Driving sales isn’t just about pushing products; it’s about creating a relationship with your clients, solving problems, and communicating your value effectively. Whether you’re in manufacturing, retail, or services, these strategies can help your business thrive. Now, go sale more.

Thank you for reading this edition of the Tran$form newsletter about the importance of growing your sales for your business . Join the newsletter for more helpful content and subscribe on YouTube for valuable tips and fun videos. Share with friends and colleagues who want to TRAN$FORM today.