Case Study: Generating Inquiries on a Tight Budget
When a company's market niche and prospects are not precisely defined—which is the case for many start-up companies—the company is forced to "test the...
Manufacturers’ Corner: Can Telemarketing Be Used For Industrial Sales?
Most people connect the idea of telemarketing to those folks who call you during your dinner to sell carpet cleaning. Thus, it isn't surprising...
Competitive Intelligence on a Shoestring Budget
Among managers of small and mid-size manufacturing companies (SMMs), the term "competitive intelligence" often conjures up images of specially trained intelligence sleuths, complicated research,...
Manufacturer’s Corner: The Man Who Walked on Water
One of the greatest dangers inherent to developing new products is the possibility they will become "me too" products without any unique benefits. This...
Tailoring Today’s (and Tomorrow’s) Sales Channels
Let's begin with an unwelcome yet unquestionable fact: Sales channels and strategies that worked in the past probably won't work in the future. In...
Manufacturer’s Corner: Making Sure There are Customers
The primary reason for new product failure? Not enough sales are generated. My own experience with new product development suggests manufacturers do a pretty...
Determining Market and Sales Potential
There are no shortage of uses for market and sales potential estimates. Among the most popular: • Deciding whether to enter a new...
Manufacturer’s Corner: Losing Orders is as Important as Getting Them
One of the best indicators of whether a marketing or sales program is working is the ratio of orders to lost orders. Knowing why...
Manufacturer’s Corner: The Difference Between Industrial and Consumer Marketing
The majority of college marketing graduates are simply unprepared to go to work for industrial companies. So attests Jack McNally, dealer sales manager of...
Evaluating Independent Manufacturing Reps
Manufacturers' relationships with independent sales reps cannot be the same as their relationship with factory salespeople. Independent sales organizations are just that: independent. ...
