It doesn’t matter how effective a salesperson you are, the events that stimulate a prospective customers’ 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 longstanding vendor has had a price increase or botched another delivery.

The challenge, therefore, for all industrial marketers is to get your company’s products in front of prospects when that external event arises.  That will give your salespeople the best opportunity to fulfill the prospect’s need.  If there’s no need you can’t make a sale!

So the question is: what is the best way to compete for mindshare and maintain a high level of product visibility so that your company gets the call or has the “door opened” for a current sales opportunity?  Unless you just happen to be making a sales call on the day when one of the above events takes place or your company has the budget for an expensive, ongoing in-print and online advertising campaign, it is difficult to compete for mindshare and maintain a high level of product visibility.  It can be done though.  I’ve been doing it for 35 years!

The best and most cost-effective way to get control over the events that create sales opportunities for your company is by implementing a well-executed, ongoing product news release program which targets a wide range of publications and websites appropriate for your business.

Here’s the key to small business marketing success. You must understand that you cannot control the events that create sales opportunities, but you can keep your products and company in the forefront through an effective product publicity campaign that generates widespread news coverage in-print online.  Therefore, when a prospect’s need arises, your company’s products and capabilities will be in front of them, prompting them to visit your website, or contact you directly.

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