FEATURE
PRODUCTS ONLINE
Selling health and safety products and services is increasingly difficult, with 71% of companies saying that closing more deals is their top sales priority, according to industry statistics. Ian Guiver is Axon Garside’s Inbound Marketing Strategist offers tips on how to improve your digital sales.
In the past, the sales process was fully controlled by the sales person, making it much easier for them to drive the buyers’ decision. Today, however, only 29% of people actually get in touch with a sales person to obtain information about products and services.
Providing unlimited access to information and industry expertise, the Internet has truly changed the way we research and communicate with each other, and now 62% of B2B prospects would rather consult a search engine than talk to a company’s expert. This is especially the case
TIP 1: YOUR WEBSITE IS YOUR BEST FRIEND A lot of websites within the industrial and health and safety sectors tend to serve the role of products or services brochures. According to Penton Media survey, 67% of engineering professionals find information via suppliers’ websites.
TIP 2: PAY ATTENTION TO BLOGS, FORUMS
AND SOCIAL MEDIA Monitoring the digital realm is the easiest way to stay on top of what’s happening in the industry sector of your prospects and what challenges they come across. It’s digital platforms such as Reddit, Quora, LinkedIn Groups, forums and more that engineering and health and safety professionals tend to be active on and look for help from their peers. This will give you great ideas for your website and knowledge about how you could provide relevant information and gain trust as an expert.
TIP 3: HAVE A BLOG It’s not once or twice that we’ve been in the position of being challenged by clients about the need for blog articles. They are time consuming to produce, you need the input of your company’s busy experts and conversion rates never tend to be what’s expected. While blogging might seem daunting to you, it is essential part of a strong and healthy SEO strategy.
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when selling products and services within the health and safety and industrial sectors.
In this article, we will look at what has changed in the industry and why selling to engineering and health and safety professionals present unique challenges in the digital age. But, more importantly, we will give you actionable tips on what you need to do to be able to market complex products and services in a more effective way.
We often hear from our clients: ‘My prospects call me and they know exactly what they want’. So, how did they find out exactly what they wanted, without having anywhere near the level of knowledge and expertise that you have? The answer is easy: they are online, just like the rest of us.
B2B buyers today prefer to conduct their own independent research and reach their own decisions about what products and services they need.
In order to adapt to this new B2B buyer journey, it’s important to take a step back and look at what makes engineers and health and safety professionals unique and how we can use this knowledge to appeal to their instincts online as well as offline.
While every business is unique, here are some general traits that we’ve found common in engineering and health and safety professionals that you might find useful:
• They are busy and difficult to access, let alone reach via phone.
• They are on the fence when it comes to traditional marketing tactics.
• They care about facts, figures, and technical details. • They are major influencers in purchasing decisions.
• They are stubborn, knowledgeable and will try to solve problems themselves before they turn to third parties.
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MARKETING
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