Archive for B2B Marketing

You’re calling it WHAT?

Driving through CoPerformanceUtilitySupply_Underground-Utilities-Home1rona I spotted a roadside sign reading PUS.

Having a twisted sense of humor, I wondered who would want to buy the stuff.

The sign was attached to a company named Performance Utility Supply. They sell hardware to the power and lighting industries.

I’m guessing most of their customers are “manly” men in construction. Their website photo of an unshaven guy wearing his PUS gear reinforces my suspicion.

The company also has a sexually suggestive line emblazoned on their trucks. And if this strategy works for them, who am I to argue?

Still, one has to wonder about the long-term wisdom of this type of gender-based marketing. While today women only make up 9% of construction workers, change is inevitable.

Over the past 50 years, women have achieved parity in one industry after another. In the current political climate, their numbers can only be expected to increase.

All suggesting the eventuality of more women buyers in one of the last bastions of male domination: construction.

It’s no surprise that women oftentimes view the world differently than men. Historically, professional women are less likely to engage in sophomoric hijinks than their male counterparts.

Which all points to women buyers in construction and related trades who will want to be taken seriously and/or be offended by the PUS name and marketing strategy.

Naming a business can be tricky, easily going down the wrong path. Things to consider when you’re naming your business include:

  • How will your audience receive it?
  • How will your acronym read?
  • Is the name exciting, or a compromise reached to satisfy a committee?
  • Does the name say something, or is it just feeding someone’s ego?
  • Are you just mashing words together in hopes of being clever?
  • Do you stand out of the crowd in a good way?
  • Are you merely naming the business after the town you live in?
  • Are you using clichés or obscure words?
  • Is your spelling funky?
  • Can you get a domain to match your company name?
  • Are you budgeting enough to brand your name to customers?
  • Can you admit if the company name is just wrong?

Company names should bring value to the table. The last thing you want is for customers to be offended when they see your business’ name.

Delivering Savings Until Closing Time Today

A man walks into the post office…WONDERUSPS2

Sounds like the beginning of a bad joke, doesn’t it?

But there I was waiting to buy postage and I discovered a coupon jointly issued by Hallmark and the U.S. Postal Service.

In truth I shouldn’t have been surprised. For the past few years the Postal Service has been getting increasingly commercial in an effort to overcome an annual $5 billion deficit. And because the USPS is a quasi-governmental agency receiving zero tax dollars, that money obviously has to come from someplace.

So, a few years back they started selling ancillary items like packing supplies and greeting cards.

Then they struck deals to feature animated characters on postage stamps, including Bambi, Big Bird and Daffy Duck.

Today, stamps featuring Wonder Woman can be affixed to Snoopy greeting cards, both purchased at the postal counter.

The tie-in between postage stamps and Hallmark greeting cards is a logical one.

Post offices have a built-in customer traffic flow. Most cards get mailed and need stamps.

What better place to tie the stamps, card, and customers together than there?

Furthermore, free email graphics have been the source of headaches for Hallmark executives for a long time.

If they can sell more cards and pay the USPS a sales commission, everyone wins, right?

Their plan is obvious;

  • Customer chooses a card from the multiple displays in the postal store lobby;
  • Coupon offers $1 off 3 cards if purchased before Feb. 17, 2017 (That’s TODAY, in case you hadn’t noticed!);
  • Customer buys two additional cards and stamps for mailing them

The promotion’s demise date screams “Valentine’s Day,” though any cards sold there qualify for the discount.

Now let’s examine your business. Odds are good there’s a potential partner for you, regardless of what you sell.

Car dealerships can join forces with area gas stations. Bakeries can work with exercise studios, which, in turn, can partner with beverage companies.

The USPS isn’t collecting buyers’ contact information, but there’s no reason you can’t. A list of buyers is incredibly valuable, since:

  • They like what you and your partner sell
  • You have an established relationship
  • They’re likely to buy from you again

Partnerships must be carefully thought out and planned, but can be very successful if done right. Learn from the USPS and develop one today.

Selling with a smile

Successful salespeople looking to immediately develop customer rapport know smiling-thumbs-upthe importance of a smile.

A smile is a universal indicator of openness, friendliness, relaxation, and likeability. It’s a powerful asset for salespeople looking to build long-term client relationships.

Consider a job interview I once screwed up.

It was about 20 years ago in Boston, and I was perfect for the position. We went through the interview process and I met six or seven people with whom I’d be working. Everything was lining up in my favor.

After the meeting I wandered over to Quincy Market for lunch. Lost in thought, I didn’t pay much attention to the fellow in the suit giving me the once-over.

Not recognizing him as an executive who’d wandered through the meeting I just completed, I gave him a sour look.

It all went south from there, and I never heard from them again.

In hindsight, looking pleasant, or at least neutral, would have undoubtedly been more profitable. Live and learn, right?

Smiling’s value can’t be underestimated. It can easily make the difference between whether or not you walk out with a signed contract in your pocket.

Ask yourself if you smile:

  1. While talking about your company
  2. On phone calls when the other person can’t see you
  3. During public speaking engagements
  4. During video-conference calls
  5. In your professional headshot

People will quickly spot fake smiles, so sincerity’s important for a smile to be an effective tool.

Okay, it’s true that many sales professionals have a naturally upbeat personality, smiling frequently throughout the day and during interactions with customers and prospects.

Interestingly, this simple act also happens to be one of the most effective ways to cut through adverse situations, conflicts, and disappointment. If you’ve just been told no or a deal has fallen through, a smile is your first defense against negativity.

Indeed, many studies show that smiling attracts people because it projects positivity.

Henry Wadsworth Longfellow astutely observed; “Into each life some rain must fall,” but a smile is the best defense. Even if you’re talking with people who don’t have time or money or don’t want to listen to you, smile anyway. It keeps you in control of your life, your emotions, and your selling process.