For the 143rd episode of The Marketing Book Podcast (and Manufacturing Day), I interviewed Bruce McDuffee, author of The New Way to Market for Manufacturing: Innovation That Grows Your Business.
When it comes to marketing and sales, the biggest problem manufacturers have is their product. The product itself is not a problem. The problem is that manufacturers tend to only talk about their products.
For manufacturing companies, the culture of the product is so strong and ingrained that it’s a real struggle for most to get outside that bubble and focus on what can generate more leads and sales – empathizing with their customers’ problems and sharing expertise that can generate awareness, credibility and a sense of reciprocity from their prospective customers.
Manufacturing companies that are able to stop pitching their products and start educating their target audience to gain awareness and engagement will win in their market space. Sharing expertise instead of pitching products is a far more effective means of marketing. This concept has been proven to work over and over in other industries and even in some manufacturing organizations. If used consistently, it is the secret to winning big in your market.
A bit more about the book…