How to efficiently influence an entire industry sector.

I was recently asked how best to go about contacting multiple companies within a single industry sector. My answer is fairly similar, regardless of the industry type of size. Almost every trade, professional and academic group has some sort of official industry body, can be local, regional or national.

Therefore, if you have a product or service of potential value to a collection of enterprises with the same industry sector approach then as a collective, rather than individually and making unnecessary work for yourself. I have regularly found that approaching their industry’s association (or any other form of industry group), is very often the most efficient way of reaching the majority of businesses’ within any target industry discipline.

Industry associations are always on the lookout for something they can offer members that add value to their membership. So firstly structure you offer on what will benefit a trade organisation’s membership that could help with recruitment, annual renewal and/or provide a cost or service advantage that the association can claim as a benefit of membership. Traditionally, insurance companies and tyre retailers are particularly good at this. Definitely consider joining the industry association too, many have affiliate memberships for industry suppliers. You can also join professional industry groups on professional social media, like LinkedIn.

You could then offer to sponsor an association event, or their regular association newsletter, provide a financial advantage to either members and/or their association. Seek out association executives and industry focussed magazine publishers to target the main movers and shakers to get you message heard and spread throughout the industry you are targeting.

It is always more rewarding to approach companies where they gather, either physically at industry events or on line.