Page 31 - MetalForming July 2010

levels. Your sales people then should closely examine their accounts, and tune- in to the needs of the individual deci- sion-makers. Understanding and tun- ing-in on what makes the targets “individual” and what drives their deci- sions will get you closer and allow you to craft more relevant messages that take the form of your sales approaches, presentations, website, whitepapers, brochures, print ads and so on.
In b2b targeting, start by identifying who or what your target is—this can consist of industry segments, broken further into regions, byproduct classes and down to individual key accounts. Next, recognize what is important or critical for business success to each; what are each segment’s expressed and latent needs. Then you can determine how to meet these needs in innovative,
Words
While it’s important to carefully choose your words for a given audience (say engineers versus accountants), you also need to consider industry-specific jargon. For example, a client of ours produces industrial rollers, but if we talk about a specific appli- cation of a roll it can have many different names. For example, the same roll product in an identical application—with the only real variation being the industry where it’s used and the material passing over it—is called a wringer roll in one industry, a padder roll in another and a squeegee roll in a third. All the same product, but if we’re talking to machine builders in one industry versus another, then we’d better use their terminology or jargon, other- wise our words are gibberish and our effectiveness diminished.
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METALFORMING / JULY 2010 29
cost-effective ways that positions you better than your competition.
Quantifying who your target cus- tomer is and understanding what drives their strategy and business decisions gives you a foundation to build upon. From here you can effectively formulate
your marketing mix, sales strategies, approaches and selling models.
In the end, the better your job at targeting the more your sales and pro- motional efforts will resonate with cus- tomers, increasing your potential for consistently hitting that bullseye. MF
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