Here are the five biggest myths in electronics manufacturing services (EMS) sales and marketing:
Myth 1 – Cold calling works: Years ago a large magazine publisher used to run an ad with an unfriendly buyer and the headline, “I don’t know you. I don’t know your company. I don’t know your product. Now, what are you trying to sell me?” Today that buyer screens phone calls and deletes unsolicited emails. A good marketing campaign that highlights the common problems your company regularly solves can help get through that automated gatekeeping. Otherwise, cold calling is an inefficient use of sales team time.
Myth 2 – Your website should make it easy for prospects to download all your company information: Outsourcing is a relationship sell. If you make easy for someone to visit your website and download your brochure, equipment list and all other facts about your company, then they don’t need to contact sales and request more information. Meanwhile, your competition’s sales team is building a relationship.
Myth 3 – Marketing is unnecessary: Back in the 80s, most EMS companies did business through engineering networking. Now that the industry is much larger and competition has also grown; getting your company’s name out is important. That doesn’t necessarily have to translate to huge budgets, but you do need a strategy focused messages that are timed to repeat at specific intervals. With no marketing, your competitors will position your company to their advantage.
Myth 4 – Copy the Competition: In the absence of differentiation, prospects focus on price. You want prospects to focus on the specific benefits your company offers.
Myth 5 – Sell the sizzle, not the steak: Ask most successful EMS companies what clenches the deal and they’ll say it is their plant tour. The main reason that is true is because outsourcing decision makers can lose their jobs if the contractor doesn’t perform. Your marketing should sell your competencies and your plant tour should demonstrate how well you walk that talk. Too much focus on sizzle without substance may actually turn buyers off.
For over a decade, Powell-Mucha Consulting, Inc. has helped EMS companies develop marketing strategies that work and fit their budgets. Visit http://www.powell-muchaconsulting.com to learn more.