Growth Tips: How to gain access to make a sale

Show empathy, offer real value and use multi-channel marketing.

April 25, 2013

Napoleon Bonaparte said “Ability is of little account without opportunity.” This is applicable to the world of industrial marketing. In fact, I wish I had a dollar every time I heard a manufacturing executive say, “If only we could get in the door we could sell them.”

If you are having trouble gaining access, follow these steps.

• Show empathy. Many manufacturers are cut to the bone. Staff are working harder and do not have a spare minute. You are another distraction in their busy lives and it’s simpler to ignore you than to act.

• Offer prospects real value in exchange for their time. The last thing they want to hear is how wonderful your products are. Sell what they are buying.

• Use a multi-step and multi-channel marketing campaign designed specifically for account entry. Integrates at least nine separate touches. For example, if you are using outbound marketing your campaign could consist of three letters, three e-mails, and three phone calls with voicemails as necessary.

• Always follow up your campaigns by phone. It dramatically improves your results.

Andrew Shedden is an industrial marketing consultant and coach who helps manufacturers attract and sell more ideal customers. For free business growth resources visit his website at