Industrial marketing or business to business marketing of goods and services seeks to provide industrial goods and services to other businesses rather than to customers. Industrial goods are used by an industry to produce the final products. The B2B marketing is much more professional and delicate than the B2C (Business to Consumer) marketing which is more short term and needs things on a much less scale like attractive packaging. It is not a matter of two parties and one or two products but a number of individuals and thousands of products. Marketing the industrial products is thus a complex and tedious task.
The first step in marketing industrial goods is the same as marketing any other product- identify the customer. This is an important aspect of a business. A business needs to understand the type of businesses that will be willing and able to buy the products from it. This is the fundamental of the rest of your plan. Now, you need to introduce yourself to the potential customers or business clients. You can contact them by fixing a meeting where you can interact with them face to face. However, it is equally important to be present online. Your clients will always research about your company and its reputation before signing a deal. You thus need to have a proper website up to date with all the requisite information which is what comes under Web marketing and is an important factor in determining the sales of a business.
If a customer seems interested, the producer should focus on building relationship with the client. They might not be ready to sign a contract right away. Communicate with them through email, phone and in person to improve the bond. The producer might send samples with personalized notes to lure businesses. Once the client agrees to discuss the details of a contract, the marketing phase for selling your products is almost done. However, a new kind of marketing known as relationship marketing has begun. The producer now needs to maintain the reputation it has created in the mind of the buyer. There is now a need to gradually change your way of communication with them because they are no longer clients.
Relationship marketing is about forming long term relationships with the customers. You can organize regular polls to get feedback from the customers. Learn to accept the shortcomings of the company and work upon it. Thank your customers for providing their feedback’s. Also use social media sites to connect with your clients so that you don’t miss out on anything. Have a detailed strategy to manage customer relationships. There are several options that the client has. A producer should be updated on the latest technologies and trends in the market so that the customer doesn’t get a reason to shift. Conduct regular training sessions for all the members of your staff. Relationship marketing is more delicate and thus requires a lot of professionalism which is what makes a brand a brand and others, just sellers.
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- Contributed by Ishaan Shrivastava