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All too often, job shops either rely on a very small number of customers or get more than 50 percent of their business from a single customer. This makes shops vulnerable and long-term success questionable. This series (archived at www.fandmmag.com) helps shops expand and diversify their customer base.
Once your marketing database is in place, the question now becomes, "What do I say to get the customer's attention and motivate them to contact my company?" Whether you are writing your own marketing message or managing a professional, here are the tips you need for success.
THE FIRST RULE
Any marketing interaction has two dynamics at play: your story and the customer's story. All too often these are in conflict. It's like two people meeting at a party. Neither is engaged in conversation until they first hear themselves speak. Your message must speak—even scream—about the customer first. When customers read magazine articles, ads, mail or Web sites, they first look for messages about them—not you. They should see their industry and at least one major problem prominently displayed. For example, "Automotive Suppliers: Reduce Your Inventory with Our MatchMate System."
Today's job-shop customers face problems at several levels: (1) shop-floor manufacturing; (2) their overall business; and (3) economic and financial. Take time to make a list of problems in each category, asking some customers to help. These will define the hot buttons to get the customers' attention. Here are a few to get you started:
- Shop floor manufacturing problems: (a) part accuracy, repeatability, surface finish, etc.; (b) reducing waste; (c) ease of operation, error proofing, assembly ease, part labeling.
- Overall business problems: (a) Faster deliveries, resulting in more orders from customers; (b) reduction of direct labor hours; (c) faster new-product development time.
- Economic and financial problems: (a) reduced and/or Just-in-time inventories; (b) make versus buy decisions; (c) cash-flow improvement.
Show potential customers how your products and services will help their needs.
LESS IS MORE
Industrial customers are turned off with lengthy technical paragraphs. However, this is exactly the pattern most shops follow. Keep the message brief, linking your offering to customer benefits. You may identify dozens of benefits; however, two or three targeted benefits can be more powerful than a long list. Remember, the benefits may change with different markets.
Most are more compelled to look at a good picture than read a paragraph of text. Use pictures that do one of two things: (1) reflect the customer or their situation, like looking into a mirror, or (2) tell a story about your solution. For example, a distraught man standing over a broken product can send a strong message.
POWER WORDS AND PHRASES
Before writing, put yourself in the customer's shoes and think about answering the following customer questions: Why should I read your message? How can you solve my problem? How are you different from everyone else? What do you want me to do? The last question is very important. Image how you want the customer to respond. If you want them to call, then end with "Call Today, [telephone number]." If you want them to visit your Web site, then give them a compelling reason to do so, and place your URL in bold letters at the end of the message. Responses will always be increased if you make an offer. It may be for a free evaluation, discount or give-away for responding quickly. Make it clear and avoid misleading language.
Remember that certain words pervade marketing literature for a reason. For instance, "new" may seem overused, but the word carries amazing marketing power, making people stop and take notice—be it in direct-marketing literature, a print advertisement or trade show.
THE HARDWARE STORE
Years ago I came across some research about how industrial buyers behave at trade shows. In fact, they behave much the same way as a customer in a hardware store, and it serves as a powerful analogy for any marketing message.
People visit trade shows (and hardware stores) for at least one of three reasons. First, they want to see what's new, be it a new power tool at the hardware store or machine tool on the show floor. Second, they need to solve a problem. They may walk into the hardware store with a leaky pipe, or onto the trade show floor needing a solution for a tricky part print. Third, they compare competitors' products and services, be it lawn mowers at the hardware store or plasma-cutting systems on the show floor. Establish your product as the ultimate solution by referring to typical problems customers face when buying from your competition. Build these three experiences into your marketing message.
THE ULTIMATE TEST
Many marketing failures result because writers are blinded by their own pride of authorship. Be sure to have someone with solid English skills proofread your work. Poor language can be a real turnoff to the reader. The real test is not whether you like the message, but whether your potential customers like it. Make sure that you ask current and potential customers to give you some honest feedback before you finalize and go to print.
Editor's Note: Rod Jones is president of Decision Technology, Ada, Mich. For more information, visit www.scienceofcustomers.com.
author: By Rod Jones