Unlike consumer-driven industries, for instance, the industrial sector operates with longer sales cycles, technical decision-making, and a focus on measurable results.
It’s almost another world entirely, and as a result, there are several common mistakes that many suppliers end up making in their quest to target manufacturers.
The good news? These mistakes are avoidable! And with the right strategies, you can turn them into opportunities for success.
Mistake #1: Focusing Only on Price and Availability
Obviously manufacturers care about price and availability—but they care equally as much (if not more!) about value. By focusing solely on cost and lead times, suppliers risk being seen as interchangeable commodities rather than trusted partners.
How to avoid this:
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- Highlight the unique benefits your materials offer, such as improved durability, efficiency, or sustainability.
- Use case studies and data to show how your products solve specific challenges or provide long-term ROI.
- Position yourself as a problem-solver, not just a vendor.
Example: Instead of saying, “We offer competitive prices on adhesives,” say, “Our adhesives reduce downtime and extend equipment lifespan by 20%, saving manufacturers time and money.”
Mistake #2: Neglecting Online Visibility
In today’s digital-first world, manufacturers start their buying journey online. Suppliers who don’t invest in their digital presence miss out on opportunities to connect with decision-makers early in the process.
How to avoid this:
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- Optimize your website for search engines (SEO) to ensure manufacturers can find you when searching for solutions.
- Create valuable content, such as blogs, white papers, and product guides, that addresses manufacturers’ pain points.
- Leverage platforms like LinkedIn to share insights and engage with your target audience.
Example: A manufacturer searching for “corrosion-resistant coatings for marine applications” is more likely to find you if your website includes optimized content on this topic.
Mistake #3: Using Generic Messaging
Generic messaging is so ho-hum. After all, manufacturers have specific needs! Broad, one-size-fits-all approaches often miss the mark, leaving buyers uninterested or confused.
How to avoid this:
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- Tailor your messaging to address unique challenges and priorities of your target audience.
- Speak directly to different roles within the decision-making process (e.g., engineers, procurement managers, C-suite executives).
- Focus on outcomes, such as cost savings, efficiency improvements, or sustainability benefits.
Example: Instead of “We’re a leading supplier of industrial materials,” try “Our tailored solutions help automotive manufacturers improve production efficiency and reduce waste.”
Mistake #4: Failing to Measure Results
Many suppliers launch marketing campaigns without tracking their performance. Without data, it’s impossible to know what’s working, what’s not, or where to improve.
How to avoid this:
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- Set clear goals and KPIs (key performance indicators) for every campaign, such as lead generation, website traffic, or conversion rates.
- Use analytics tools to track performance and identify trends.
- Regularly review and optimize campaigns based on the data.
Example: If a LinkedIn ad isn’t driving engagement, experiment with different headlines, visuals, or targeting parameters to improve results.
Mistake #5: Ignoring the Power of Relationships
In the industrial sector, relationships are everything. Suppliers who treat every interaction as a transaction miss the chance to build trust and loyalty.
How to avoid this:
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- Invest in regular communication and touchpoints with your clients, even when there’s no immediate deal on the table.
- Offer ongoing support and guidance, such as technical advice or training.
- Celebrate shared successes, like milestones achieved through your partnership.
Example: Follow up with a client after delivering a custom solution to ask how it’s performing and offer additional support. These small gestures build long-term loyalty.
Mistake #6: Overlooking the Importance of Customization
Manufacturers increasingly expect suppliers to provide tailored solutions that meet their specific needs. Offering only standard products or services can limit your appeal.
How to avoid this:
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- Work closely with manufacturers to understand their unique challenges and goals.
- Provide flexible options, such as custom formulations, packaging, or delivery schedules.
- Showcase your ability to customize solutions in your marketing materials.
Example: Highlight a case study where your custom solution helped a manufacturer streamline production or meet regulatory requirements.
Mistake #7: Underestimating the Role of Education
Potential buyers often need to be educated about your products, services, or industry trends before making a decision. Suppliers who fail to provide this education risk losing out to competitors who do.
How to avoid this:
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- Develop educational content that demonstrates your expertise, such as webinars, how-to guides, and case studies.
- Address common questions or misconceptions about your products or industry.
- Position yourself as a thought leader by sharing insights on trends and innovations.
Example: A white paper on “The Benefits of Lightweight Composites in Aerospace Manufacturing” can attract decision-makers looking to learn more about this very specific topic.
Mistake #8: Assuming All Leads Are Ready to Buy
Not every lead is ready to make a purchase. Many are in the research or consideration phase and need nurturing before they’re ready to commit.
How to avoid this:
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- Use lead scoring to prioritize high-potential leads based on their level of engagement.
- Create content tailored to different stages of the buyer journey, from awareness to decision-making.
- Implement an email marketing strategy to nurture leads over time.
Example: Send a follow-up email to a lead who downloaded a product guide, offering additional resources or an invitation to schedule a consultation.
Moving Forward: Turning Mistakes into Opportunities
Mistakes are part of the learning process, but avoiding these common pitfalls can help you build stronger connections with manufacturers and drive better results.