The most important aspect before closing a deal is building the right amount of trust. 
Trust is essential in doing anything and allowing any sort of issue to be solved. Our everyday society is built around trust; trust that the lights will turn on, trust that your car will start, trust that your co-workers have your back, and trust that the food you eat is actually food. This definitely follows into the realm of sales; if trust has not been built then you will not close any deals. Throughout the conversations you have with your customers, they need to have gained the right amount of trust to be able to move forward with any sort of deal with confidence that you will solve their problems.

When it comes to building trust, you yourself have to actually believe in the product or service for it to be genuine and real trust. As people, much of our communication is non-verbal and it is easy to read between the lines and gauge if someone is being genuine or not. When was the last time you walked into a store and encountered a depressed sales clerk - how did it make you feel about the products in that establishment? No matter what, you cannot fake energy into something that you cannot stand working with or don’t share a vision in and giving off the slick used-cars salesman vibe is very damaging to building trust. Despite what others may say, it is actually essential to be genuinely passionate about what you’re selling. Work for a company that you believe sells a good product or service.

With passion and energy, you can have a genuine conversation. This is where many get stuck in the same old song and dance of selling the specifications and throwing up a pitch. You want to avoid trying to lead into a transaction and sell to your customers in the first conversation. Instead you want to engage with them in figuring out what their issues are, what they have tried before, what their goals are, and then figure out how you fit in to bring value. Be honest and sincere when pinpointing specific questions to how you can solve their problems. For example, ask about their supply chain issues, or services, pain points that frustrate them every week that they wish they can solve. This turns into a conversation where you can listen intently for the majority of the conversation to better empathize and have knowledge of what service, if any, you can be of to them.

Trust comes with expectations, but you want to go above those expectations. If they want something by Friday, give it to them by Wednesday. If they need answers to questions, provide answers and extra knowledge on top. Stand out: even if they don’t choose you, later than the line the partner they may have chosen initially may not be delivering, and in those times of second thoughts, you may come up for a second chance. Sometimes, expectations may be unrealistic - do your best to hit them anyway, because even if you fall short, you are still raising expectations.

Even if a potential customer says no, it really means “not right now” which makes it even more essential to stay in reasonable touch. For those in your sales process at the moment, show them that you are eager to respond in an efficient and effective manner.  Make sure the rest of your team is staying consistent and following suit by setting the bar high for communication across the board.

#salesengineertraining #salesengineering  #salesengineer 

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It’s Monday - you have questions, and Kyle has your answers for industrial sales and marketing!

Question 1: I just graduated with an engineering technology degree. Do you think a counter sales associate position is a good place to start my career?

Any sales experience is good sales experience, but experience in your actual field of study is an even better experience so you can gain a perspective of how the industry works. Focus less on what the actual job entails and more on if it will get your foot into the door of where your goals are in the industry. Even as a technical or engineer specialist/technician type of role, you can horizontally shift into a B2B sales role in the same industry. With the right motivation, all it takes is the right training and you will be able to connect the dots with the technical know-how to having conversations with customers, finding their points of need, and being an effective sales representative.

Question 2: Should my social media posts be more educational or emotional?

This really depends on which platform your content is going to go on and what end goal you are looking to bring out of it. When it comes to an emotional post, it depends on what emotion you are trying to invoke, many times it is the frustration of a problem your ideal customer is facing and you are the solution. The magic mix much of the time tends to be content that walks the line between educational and entertaining. On one hand the customer is gaining valuable information, and on the other hand they are not bored throughout the content and your brand makes a far greater impression. There is nothing to lose in testing out a variety of content and measuring the feedback to see which type is more effective.

Question 3: Are there any times of the day I should make social media posts to perform better?

Most platforms will have peak times available to you either in site-wide analytics or from your own analytics. LinkedIn for example has the greatest amount of traffic in the morning, followed by lunchtime, and then in the evening. Social scheduling platforms like Hootsuite can take your own data and social platform data into account and give you a good definite window of best post times. As always, you can’t just wait for posts to happen - test and see for yourself what works and then adjust accordingly!

Question 4: I have an initial verbal offer of $120,000 base and OTE of $160,000 with RSUs, is this a good offer?

This does seem like a great offer - remember it may sound good, but getting it in writing is even better, frankly a must. As a starting salary, this is a great way to start for someone with experience, but don’t just linger there! Always keep aiming to reach higher and higher, and be able to increase your end goal as time goes on and you show you have what it takes. With the way inflation is going, you have to look long-term down the line and make sure your commission will also be able to keep up.

#salesengineerexperience #industrialsocialmediamarketing  #salesengineersalary

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It’s Monday - you have questions, and Kyle has your answers for industrial sales and marketing!

Question 1: What advice do you have on being the most efficient as a sales engineer without having too much experience on product knowledge?

In the sales realm, you don’t need to be a walking encyclopedia on all the knowledge of a product right off the bat. Instead you need to take the sales process from the perspective of having a conversation between you and the customer to find out what their needs and goals are. That being said, you still need to be aware of the important and critical parts of a product or service, on top of the value proposition. As the conversation flows between you and the prospect, probe deeper into what the issues they are facing as a company, what sort of solutions they have tried before, and what solutions you can offer to bring them sufficient value. Think about what the most common questions and objections your prospects and customers ask and know about the answers to those in an FAQ type format you can access. Make sure you practice and call as much as possible, even if you don’t manage to get a sale, it is still experience earned that will later save you time so later conversations can be as efficient as possible.

Question 2: My company and I have a trade show coming up. What's the best way to generate leads while we’re there?

Lead generation from trade shows actually begins a good way before the show even starts. Make sure you are generating daily content 8-12 weeks before the trade show even happens, and use that to drum up excitement and awareness to your brand as much as possible in a pre-market campaign. Connect and expand your network while mentioning the trade show through email, social media, LinkedIn, even cold calls - if you know someone from XYZ company is attending your trade show, invite them to visit your booth. The bigger the crowd you have at your booth, the more you will attract others to it. Once it’s show time, do not just sit at the booth throughout the event waiting for attendees to drop in. Stay. Off. Your. Phone. Definitely have some sort of goodies to give out, get into the aisle and actually interact and have conversations with people; even if they are not potential customers now, they may very well know someone who could be or be one themselves later down the line. Trade shows are valuable to be able to get offline and actually network in the least awkward way possible - everyone paid to be there, use your time to its fullest!

#salesengineer #tradeshowmarketing  #industrialmarketing  

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In the past two years, it has become more difficult to hire people, particularly in office-type jobs and ones that will mesh into the company culture. Flexibility to allow a mixture of office and work from home type work may broaden out the criteria to make it easier to find the right people who would otherwise work well within the organization. What delivers results are finding people based on their personality first rather than their experience; those who are motivated and have the drive to achieve goals, learn, and adapt. The personality that aligns with your culture is ultimately a better long-term fit than someone with 20 years of experience and neither fit nor motivation.

Good employees with drive, motivation and ambition can be more easily trained even if they lack the experience of other candidates. More times than not, they can learn the skills you need for the company faster, and grow enmeshed into your company. This results in a quicker turnaround time from hiring and training, to being a valuable and productive member of the team within 2 or 3 weeks.

Brand awareness is key to attract these sorts of passionate and driven employees. You are not just competing against competitors for business but also for talent, and if you do not stand out in such a way that brings talent to your door, you are losing twice over. Video content especially stands out because it shows prospective employees what the company culture will be like, what to expect, and insert themselves into an average work day. This is great to get them in the door, but to keep them you also need to stay competitive with pay or benefits - after all, all work and no pay makes employees go away. In today’s work environment also has the balance of remote work and in-person work schedules can be just the thing to encourage otherwise motivated and talented individuals to work for you despite their family and living situations.

Now comes the important part of getting employees to work the right way and assigning them productive tasks. For your in house marketing team, figure out what tasks can be done internally, and which tasks can be outsourced to lessen their workload. Having a more focused workload for your team not only helps to convert prospects to sales more efficiently, it also saves money and lessens your workload for more pressing tasks. The same goes for those on the sales teams; they need to be hunters constantly looking for new sales to add revenue for the company. If they are at the office managing accounts and not able to laser focus on the work that is productive to their given role, it may be indicative that the support team connected to their tasks is not sending them enough new accounts to add in. Having certain steps in the sales process broken up and managed by specialized individuals on your team allows everyone to focus on their role and keep the machine well oiled and flowing.

When you are having issues with generating leads or your team is split up on different tasks, that’s an indicator to bring in outside help from industrial marketing agencies, like MFG Tribe. If you would like to know more, visit our website and schedule a call with our marketing experts today to see how partnering with us can help you better reach your goals!

#industrialmarketing #recruiting #marketingteam  

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It’s Wednesday - you have questions about marketing, distribution, and selling in the industrial manufacturing industry and we have answers!

Question 1: Do you work with companies that distribute or resell industrial products? How is marketing different from other verticals?

Whether it is reselling software, industrial service or products, we have and still do work with companies in this space and are able to adapt to their needs. While you may not have as much control over the look and feel of a product/service, the one advantage you do have is being a subject matter expert in your field. This allows a better grasp of the information, know-how, and use of these products within content creation. Whereas other companies are pigeon-holed into just one subject, the freedom of scale you’re allowed as a distributor gives you access to content creation distribution. You still need to have the basics down on connecting, distribution, and advertising. Partnering with us at MFG Tribe unlocks even greater potential in analyzing the strengths and weaknesses you have and enacting a productive content creation and distribution schedule than you would otherwise by yourself.

Question 2: How much communication should sales and marketing have at an industrial company?

Communication needs to be enough where there is synergy on a consistent, agreed-upon strategy. Often this means more communication than what is currently going on at the moment. The pipeline can be further opened up by having leads passing through both marketing and sales; Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL). The latter is more effective at having a better conversion rate than MQL which is eventually where you want the bulk of your leads to come from. In order that this to be possible, the message of marketing material like copy and advertising, as well as sales material like scripts and pitches should match up, integrate, and stay consistent to allow effective communication of the idea of your product/service to a customer. If the marketing message delivers the punch it needs, so too will it help sales and increase conversions of leads.

Question 3: I have prospects that showed a lot of interest in working for my company, but now they’re ghosting me. What did I do wrong?

Sometimes this happens because you did not ask all the right questions you need. From the prospect’s perspective, you piqued enough interest to get them to come to the table, but not enough to take that bite. Do you understand what their needs are, and what sort of time frame they are looking to make a decision in? Make sure to ask more questions and make the conversation of digging deeper into what their problems are, potential solutions they have or want to enact, and what are their goals. Sometimes the prospects aren’t looking for an immediate solution and are shopping around for other solutions as well, looking several months down the line to when they want to make a final decision. Make sure they are aware of the differences and advantages your product or service can bring to them versus the others. A good way of establishing their time frame is asking when they will be ready for making such a decision, and then scheduling a follow-up meeting during this conversation. Always, always follow up and balance between being timely and persistent.

#industrialmarketing #industrialsales #manufacturingsales

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As a manufacturer, selling to other manufacturers can bring up issues. In this video, we’ll dive into some of those key areas to focus on.

The first thing you always need to do is identify your core market. Spreading yourself across markets without a strategic focus will wear you thin. From your core market, break it down into smaller groups and sub-industries. This can be further narrowed through industries, regions, employee sizes, and other key identifiers. You can specifically find groups of companies you're more inclined to work with, and even those you don’t want to work with on the flip side. Once you figure out what works for each group, you can go after each category strategically and reverse engineer those profiles for other similar manufacturers to sell to. 

The second step is building out your value to manufacturers. A lot of salespeople come from the perspective of giving out all of the features of their product and having the customer figure out how that fits into their problem. You are not there to approach and then show up and throw up your product. Rather think of it as a partnership - after all, you are providing a valuable product in exchange for their money. Drive a conversation rather than throw out a presentation. Ask your prospects questions first to better understand their situation and their needs, what product best fits their needs, and solution will justify the cost. Through these questions, you can see what previous and current solutions put into practice have and have not worked, and better explain how your solution is more valuable for their specific needs.

Now that you know your target market, and what approach to take, is when you go into attack mode into that market. Strategically attack all fronts of the market through different platforms such as LinkedIn, social media, email marketing, and cold calls. Look at what your competitors are doing in their posts and content and see what sort of engagement they are getting. This can bring up holes in your own strategy and where you can better adapt and improve to more effectively engage with prospects and clients. Other times, it brings up holes in your competitor's strategy where you can fill that void and rake in the engagement that they are missing out on. Separate yourself by bringing out daily content hard on social media, building out your LinkedIn profile, and getting an email distribution system going. Be everywhere all at the same time!

It doesn’t end there - always be on your toes to analyze, adapt, and adjust. Once the strategy for the marketing campaign you planned is being put into action, measure its engagement to see if it’s working, and what is working. Is certain content gaining more traction than others? Are certain platforms getting more engagement? Plans are never perfect the first time, and adjustments need to be tinkered on as time goes on through a campaign. There are some things you know work and don't work in your own industry that you can put into practice, whether by experience or by gut feeling. The parts of the strategy that are working, double down on them. If there are parts of it that aren’t up to par or are just having a rough time, scale them back. Remember to continually analyze and gauge feedback, as content and strategy that are working now may not work in the future.

#industrialmarketingstrategy  #manufacturingmarketing  #industrialwebsite

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Question 1: Do technical sales engineers need to know about “ERP” and Six Sigma?

If you are specifically selling ERP systems (enterprise resource planning), then it would help to know them. More or less, ERP and six sigma are very much buzzwords that revolve around the same solutions of productivity and efficiency. What you do need to have knowledge of is your own product, your own service that you are selling. Every facet does not need to be known, but enough to answer any questions your prospects may have and more importantly open up that conversation to how it can be of value to their specific situation. 

Question 2: Do you see that once commission starts outperforming your base, companies withdraw the base?

Personally, no company should withdraw base pay. It can become a dangerous slippery slope where instead of commission becoming the incentive to perform better, it becomes a necessity for survival, especially in dry spells where having no “safety net” of base pay can bring out desperate behavior and decision making that pushes away clients rather than winning them. Ultimately, the decision for a company to remove base pay is more of an excuse to pay less.

Question 3: What kind of content do you see the most engagement in currently?

It all depends on the company. For those that like to highlight their employees, seeing the faces and culture behind a company brings out a lot of engagement. In terms of format, video content is the best sort of content to make. Be aware that belting out the same content over and over again may not work as the algorithm for what sort of videos get pushed to the front pages of viewers can change. Make sure to adapt not only to the changes in the platform’s algorithm, but as well as to what is getting the most engagement through your own analytics and double down on those successes. Videos that are native to LinkedIn get the most amount of engagement (i.e. directly uploaded to LinkedIn, not a link to YouTube or another site outside of LinkedIn). 

 Question 4: What kind of content do you see a potential for in the future that maybe isn’t being done right now?

Live streaming on LinkedIn holds a lot of potential. It is ripe fruit for the picking that manufacturing and industrial companies are not taking advantage of right now. There’s a massive amount of opportunity to be gained by showing your customers and potential customers a live and behind the scenes look of your operations or what happens on the shop floor even once a week. It can be short, simple, and it doesn’t (nor shouldn’t) have to show intellectual property or sensitive trade secrets. Showing movement behind and engaging with the audience, and answering the questions is like the new webinar, except without all the awkward password entries and technical difficulties inherent to webinars.

#technicalsalesengineer #salesengineer #salesengineering

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Kyle breaks down the best strategies to break through to becoming a supplier for strategic OEMs in industrial manufacturing and marketing.

Before embarking on trying to win over clients, make sure your list of strategic accounts is built out. Who are the clients you are trying to win over? List down these companies, even the top-tier, Fortune 500 companies, to get a better idea of what your ideal clients would look like and what industry they are in. These can be organized into a CRM or spreadsheet. You can easily be able to connect with people in these circles and similar on LinkedIn.

When establishing contact in a company, you have a good idea of who the right decision maker is to strike a deal with; directors, managers, C-level, etc. While you may have the right idea, it may prove difficult to get in front of the decision-makers, especially if they're busy. Instead, focusing on those around their circle of influence who can help get you time in front of the decision makers will prove beneficial. They may be in other departments or companies where although not directly under the decision maker, they may work a lot with them either as engineers or suppliers. Engage with them on platforms like LinkedIn, through email, and by phone. Have them become catalysts for your brand within the company, essentially cheerleaders that can pass on your solution when the problem arises within the company. Remember it is not just value for the decision maker, but for everyone in the circle - don’t just start selling to the circle of influencers first, but provide value through content, and eventually, you can be of greater service to a potential client in the making.

A client may be too good to pass up on, but they may be more hesitant to schedule a call or sign up for your service. The word free is a powerful and enticing word - and there’s no better price than free to bring in otherwise hesitant clients under the fold. Ask yourself what you can offer for free; whether it be graphics, an audit, tools, articles, or content they can use in their own marketing. Have no expectations that they will contact you back and purchase from you. Keep in touch and gain feedback on what they think. Your end goal is to get them to pay attention to your brand and your solution with the worst-case scenario being they may not contact you back. No matter what, provide value.

Sometimes your regular repertoire of daily content is not getting the attention of the client you want. In that case, shift to making strategic content to get the attention of that specific company. Your goal still remains of garnering their attention! Hyper-focused, and niche industry/company-focused content can include samples or examples of your service with their or a similar product; how can you solve challenges related to that product and ultimately provide value to their company? For example, if the client you are trying to win over is a specific tractor company, what better way to gain attention than by sending them by email, LinkedIn message, or even physical mail content copy featuring their product? Make it short, sweet, and to the point to trigger them to contact you and start that conversation with them.

#oems #manufacturingmarketing #industrialmarketingstrategy 

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It’s time for another Q&A Monday. These questions and answers will be focusing on how to get started in sales, how to keep a level work/life balance in the field, and what quality of content is good enough to post.

Question 1: I’m new to marketing and sales. I’m literally just starting in the last 2 weeks. No schooling. What are 4-5 tips you would give to someone just starting?

There is a cycle you need to focus on building where certain things become consistent. It boils down to making a prospect list, reaching out, and following up. Build out your prospect list on the demographic and audience for whom your product and service is for. Reaching out to your prospects include daily content, posts, contacting them on LinkedIn, and engaging with your network somehow everyday. Consistency is key to everything, make sure you have a schedule where you are, for example, spending 30 minutes contacting or following up with prospects. Success will not come overnight and there will be plenty of failures, so it is best to work on a long term mindset.

Question 2: How do you keep a healthy work/life balance in a field that often promotes the idea that if you aren’t constantly vigilant, either someone else is eating your lunch, or you are underperforming?

Instead of focusing on the company’s goal, focus on your personal goal you are trying to accomplish whether it be financial or lifestyle and do what is necessary to reach it without compromising your sanity. Most likely when you’re doing a job you enjoy, it will feel less like work and more like a hobby. Be in a company with values and leadership you believe in. Know that you will most likely fall short of the goals you are trying to achieve; for example if your goal is $1 million, put out output that will shoot for $10 million. Your output should be around 5X to 10X of what your goal is.

Question 3: I have a video made for my company and I think it’s good, but the leaders are dragging their feet on giving me the OK to publish it. What should I do?

Analysis paralysis is a real thing that can keep you stuck when you should be trying to get consistent content out there, rather than perfect content. When it comes to videos, quantity over quality is more important as perfection will slow you down into trying to convey information. It’s that content that will matter more to viewers than fancy transitions or effects. As long as it’s good enough for the time being, it will be satisfying enough. Content quality can increase as time goes on.

#industrialsales  #prospecting  #contentcreation 

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It’s time for another Q&A Monday, covering a range of LinkedIn and website topics such as hashtag use, sharing content, website optimization, and increasing traffic.

Question 1: 
Hashtag usage should be strategic, meant to bring in new followers into your company that are not yet connected. Spamming hashtags will be counterproductive, instead stick to using around 10-15 applicable ones that are relevant to your company and post, as well as getting a significant amount of attention or followers when searched on LinkedIn. It’s sometimes beneficial to use a new hashtag with no followers to create a movement tied to your company. Tracking the progress of your used tags is an objective way of measuring their effectiveness. One tracking strategy is putting all used hashtags on a spreadsheet and updating it once every quarter or so. Remember hashtags are only good if they're being used, make sure they're posted on company posts and personal posts on LinkedIn.

Question 2: 
The go-to strategy for content sharing is posting content through the company profile and then sharing it on your personal profile (don’t forget the hashtags). Your personal page may already have a decent following and is still a great generator for connections. Sharing company posts through your personal profile serves as a multiplier to get even more followers to your company page than it could do alone. Make sure content is uploaded daily! 

Question 3: 
Complete website makeovers should be occurring every 3-5 years to keep with design trends and technical demands. Constantly look through your website to see what features and pages are working and garnering attention and conversions and which ones are not. Current trends that are seeing success include a live chat section integrated with a service like HubSpot to communicate with prospects in the marketing funnel, and integrating a calendar into the contact page for convenience. Inserting call-to-actions on your top 10 landed on pages can also increase appointment rates. A good tactic is to change perspective and see your website from a customer's point of view to see if it brings them to the goal of getting the answers and assistance they need and that’s simple, quick, and navigable to do so.

Question 4: 
Before you know where you are going, you need to know where you are. In this case where is your website traffic currently coming from now? Using tools such as Google Analytics can help determine the source of current web traffic; social media, email, organic search, referrals, etc. For example, you may be getting a lot of traffic through email, but not through organic searches. To fill that gap, optimize your organic SEO to start gaining more traffic through that channel. Your market may have different ways of how it interacts online to find solutions to their problems. If it’s very social media based, posting daily content to LinkedIn with content links to your website is one strategy to use. Referring back to the previous question, make sure your website is optimized to receive traffic and that visitors can easily navigate to the answers they are looking for whether it be content or contact.
#linkedinmarketing   #websitetraffic  #industrialmarketing 

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