How to Get Control Over Events That Create Sales Opportunities




Regardless of how effective a salesperson you are, the events that stimulate a prospective customer’s buying behavior are outside of your control. He or she may be expanding their operations and need new equipment, they may have just had a request for a quotation that requires your product, or perhaps their vendor has had a price increase or botched another delivery. The challenge, therefore, for all marketers is to get your company’s products in front of prospects when that external event arises, so your salespeople will have the best opportunity to fulfill their need.
 
Unless you just happen to be making sales calls on the day when one of the above events takes place or your company has the budget for an extensive, ongoing in-print and online advertising campaign, it is difficult to compete for mindshare and maintain a high level of product visibility. 

The only way to get control over the events that create sales opportunities is by implementing a well-executed, ongoing product news release program which targets a wide range of publications and Web sites appropriate for your business. You can’t control the events, but you can keep your products and company in the forefront when their need arises through widespread product news coverage.
 
When prospective customers read about your products as news in their industrial and technical magazines and on various Web sites, they remember and respond. When they see your products solving many problems over time, it brands your company as a problem-solver. Whether your customer is an original equipment manufacturer, a distributor seeking a new line, a dealer, or an end-user, publicity in these media outlets is the most cost-effective way to assure that when a prospective customer has a need your product or service fills, you will be “in front” of them.
 
Similar to the real estate business, where the three most important factors are location, location, and location, the three most important factors in industrial marketing are repetition, repetition, and repetition. This parallel applies because repetition increases the odds your products and company will be in front of a prospect when his need arises. It also assures you that when a prospective customer’s level of interest piques to take action and buy, your product will be fresh on his or her mind.
 
So, even though you have no control over when an event might occur which will create the need for your product or sales opportunity, you can control your ability to keep your products in front of prospective customers so they will be seen when the time is right. Increase your odds of success by implementing a consistent and well-conceived product publicity campaign.
 
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Steven M. Stroum is the founder and president of Venmark International, an industrial and technical product publicity firm located in Wellesley, Massachusetts.  Visit www.venmarkinternational.com


(C) 2010 Steven M. Stroum