Innovative Sales Strategies: How Manufacturing Salespeople Are Becoming Marketers

The manufacturing industry is in the midst of a major shift – salespeople are being transformed into marketing professionals. Gone are the days of simply product-pitching; instead, manufacturers are turning to problem-solving as a more effective way to engage customers and drive sales.

Companies now place an emphasis on ROI when it comes to marketing efforts, and with that has come to a focus on thought leadership as a means of bringing value to potential buyers. To get ahead in this new world of manufacturing marketing, it’s essential to understand the latest trends and how they can help you achieve success.

I invited Graham Kilshaw, CEO of Lectrix, as a guest on the Mind The Innovation Leadership podcast. Graham shared his insights on successful content marketing for engineers in the manufacturing industry.?

The Shift Towards Problem-Solving Instead of Product-Pitching

Manufacturers are now recognizing that there is more value in helping customers solve their problems than in simply pitching them products. By shifting from a product-centric to a problem-solving approach, companies can identify customer needs and craft solutions tailored to those needs – creating more meaningful relationships with their customers. This shift has also opened up opportunities for manufacturers to position themselves as thought leaders in the industry. By providing valuable content and insights that help solve customer problems, companies can become top-of-mind for potential buyers when it comes time to make purchasing decisions. Additionally, thought leadership content can be used to engage customers beyond the sales process and build loyalty over time. Manufacturing marketing is changing, and those who embrace the shift towards problem-solving instead of product-pitching will be well-positioned for success.

The speed of innovation in manufacturing has significantly accelerated, and that’s one of the biggest changes we’ve witnessed.

ROI is now a priority in marketing, with a focus on the impact on sales

In the age of digital marketing, measuring return on investment (ROI) is now a priority for many manufacturers. With the rise of data-driven decision-making, companies need to be able to accurately track their marketing ROI in order to make informed decisions about their campaigns. Additionally, measuring ROI can help manufacturers understand how their efforts are impacting sales and customer loyalty – two key metrics for any successful business.

For example, by tracking lead conversions from marketing campaigns or analyzing the customer lifetime value of repeat buyers, manufacturers can gain an understanding of how their marketing efforts translate into revenue. This information can then be used to refine strategies and optimize campaigns for maximum efficiency moving forward. Ultimately, prioritizing ROI measurement gives manufacturers the insights they need to drive sales and build long-term customer relationships.

Measuring ROI is no longer a nice-to-have in marketing, it’s a necessity. Understanding the impact of our efforts on sales and customer loyalty is crucial for driving business success in the digital age

From brand marketing to Thought Leadership in the manufacturing industry

In the modern manufacturing industry, traditional sales techniques are no longer enough to stay ahead of the competition. To truly stand out and build trust with customers, manufacturers must move beyond product-pitching and instead focus on problem-solving. This shift is where brand marketing and thought leadership comes in.

Through brand marketing, manufacturers can showcase their unique value proposition by creating campaigns that capture customer attention and resonate with target audiences. Thought leadership also plays a key role here, as it helps manufacturers position themselves as trusted experts in their field. By establishing a strong presence on social media platforms and other digital channels, manufacturers can demonstrate their knowledge and expertise while building relationships with potential customers.

Ultimately, by embracing brand marketing and thought leadership strategies, manufacturers can differentiate themselves from the competition by focusing on solving customer problems instead of pitching products. With this approach, they can create long-term connections that boost customer loyalty and drive sales growth over time.

Salespeople must now act as problem-solvers, using their knowledge and expertise to address customers’ needs and challenges

The shift towards manufacturing salespeople becoming problem-solvers as opposed to product pitchmen is well underway. By applying marketing theory and practice in their everyday interactions with customers, these salespeople can foster a more meaningful relationship with them, ultimately leading to growth and success for both parties. With the right strategies and mindset, manufacturers can now tap into this market opportunity that lies at the intersection of marketing and sales.

Here are the three key takeaways from this episode:

1. It’s essential to consider the purpose of the content, whether it’s for lead generation or pure thought leadership.
2. ROI is now a priority in marketing, with a focus on the impact on sales, such as new conversations, opportunities, or pipeline growth.
3. Salespeople are learning to be better marketers by focusing less on the product and more on the customer’s problem.

Learn more here:?Mind the Innovation Leadership Podcast Episode 59

I hope you enjoy this?episode

Thanks for listening - Stay curious and keep learning.

Sannah

Mind The Innovation Leadership Podcast