Manufacturers: Is Social Media Working for you in Reaching Contractors?

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter

social media iconsSocial media has been around long enough that by now you should have an idea of whether or not it’s working for you. Is it? Do you really know? Do you really care?

I guess the first question we should ask ourselves is why are we doing it? Hopefully it’s not because everyone else is. The next question would be which of the many social media options out there are you focusing on?

Let’s explore the first question – Why are you doing it?

  • Are you really sold on it?
  • How much of your promotional budget is set aside for social?
  • Do you have a written strategy for social?
  • Do you have some way of defining and measuring success?

If you’re really sold on it, you’d have a written plan and a dedicated person responsible for its implementation and success.

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Sustainable Pricing Starts with Your Sales Force

This post originally appeared on INSIGHT2PROFIT.com

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Achieving significant pricing gains can feel like a long, hard-fought battle. This makes it all the more satisfying when the numbers start to roll in, validating your efforts and proving without a doubt that profitability is attainable.

The thought of losing those gains may keep you up at night. What safeguards can you put in place to protect the gains you’ve achieved and prevent your company from sliding back into past poor pricing habits?

It all starts with building a confident sales force.

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Content Marketing Helps Drive Business Results

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter

I think we all can agree that content marketing is playing a vital role in everyone’s overall marketing plan. Everyone wants lead generation and engagement, and to get both, you have to give them good content!

In a September 2015 study by the Content Marketing Institute (CMI) and MarketingProfs, 76% of B2B marketers in North America said they expect to create more content in 2016 than they did in 2015.

Contractors and professional tradesman often don’t have time to read the latest trade publication or look at the magazines’ website on a regular basis and might miss your message. Chances are, unless you only make one product, their interest at any given time may be on another product.

When they do go looking for things, the first place most go to is the internet, and the chances are that they are looking for a solution just as much as they are looking for a specific product. That’s why search is so important in the big scheme of things, and what makes you go up in search – good meaningful content!

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Another Reason to Use Emails to Reach Contractors: Acquisition and Retention

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter

B to B trends tend to follow retail ones and here’s one more. I’ve been a big proponent of using emails as the best way to reach the professional contractors and tradesman and here are further reasons to consider this tactic.

A recent study by email on acid reported that email marketing is going to remain a top priority for companies in 2016. Though we could have predicted this was the case, nearly three out of four companies (71.8 percent) say they are planning to spend more time on email production and more than four out of five (86.7 percent) report that they will increase email marketing budgets this year.

A great email doesn’t mean anything if you don’t have a good list to send it to. That’s why building your own list is so important. You want to have an opted-in list so you can be assured your message gets by the firewalls and junk mail boxes.

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6 CRM Best Practices

Today we have a guest post from Russ Hill, Founder and CEO of Ultimate Lead Systems. BestPracticesImage-300x171

With a couple of decades of experience helping companies with their B2B sales lead management and CRM programs, 6 Best Practices have revealed themselves that I would like to share. I’ve witnessed companies succeed and increase sales by diligently applying these practices. I’ve also seen organizations waste thousands of marketing dollars and lose thousands of dollars in sales opportunities by ignoring these practices. If you are serious about improving your sales and marketing ROI, these practices will lead you to some big wins.

1. Get your sales and marketing teams on the same page

First of all, Sales and Marketing need to re-think how they fundamentally interact. They frequently operate in their own “silos.” They need to learn how to support each other to release their inherent synergy to increase sales. Customers are rarely ready to sign a purchase order when reps first call. And reps are usually not present when the purchasing decision is made. Thus, today’s marketing programs need to nurture buyers throughout their buying process and notify the rep when a buyer is ready to engage. Marketers must send the right messages out at the right time that appeal to all of the buying influences. And the sales person must make multiple calls on the right people to further cultivate the relationship. It is a team selling approach. Everyone has a role and responsibility.

Industry research shows that buyers are 60% into their buying process before they engage your company or sales person, so it’s crucial to have sales and marketing working together.

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SlideShare is Probably the Most Overlooked Social Media Tool to Reach Contractors

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter

Close to 70 million visitors a month, five times more traffic from business owners than Twitter, Facebook, YouTube and LinkedIn. SlideShare was purchased by LinkedIn a few years ago which allows both platforms to work seamlessly together, which is good news for you.

Why should you consider using it? Contractors like visuals and are wanting to learn more of how or why to do things a certain way.

It’s a great way to market your business, and showcase your expertise as an industry leader. Not only can you put up Power Point presentations and white papers, you can upload videos by using SlideSharepro  and have a way to repurpose your webinars or online training options.

If you’re worried about sharing your information with the world, you can upload content that you can make available to select audiences (by invitation only).

The most important reason for using SlideShare is to generate leads. Peg Fitzpatrick wrote a great post on Social Media Examiner on ways to capitalize on getting leads.

She focuses on ways to collect emails from viewers, how to use links in slides, why you should add visual calls to action and lastly, why the description. It’s a good quick read. (more…)

It’s Tool Drive Time!

By Rachel Kerstetter, PR Architect at Sonnhalter

It’s August! At Sonnhalter, August means Tool Drive!

We’ve just kicked off the Seventh Annual Sonnhalter Tool Drive which benefits the Greater Cleveland Habitat for Humanity. If you don’t already know, Habitat for Humanity does great work for communities, helping improve the lives of individuals and their communities.

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We’ve been doing this Tool Drive since 2010 and each year the generosity of our clients, partners, community and friends is absolutely overwhelming. Last year, we were able to collect more than $35,000 worth of donations, which brought the total we’ve collected since our efforts began back in 2010 to more than $176,000.

Hosting an annual tool drive just made sense for us since we work with companies who make products for tradesmen. Everything donated is put to use either building homes or sold at a ReStore location. Everything sold at Habitat’s ReStores supports building and rehabilitating homes for people who need them.

Be a part of this year’s Tool Drive!

To find out how to get involved, visit visit Sonnhalter.com/tooldrive or contact me at rkerstetter@sonnhalter.com or 216.242.0420 ext 130.

Sonnhalter Partners with Habitat for Humanity for the Seventh Annual Sonnhalter Tool Drive

Help eliminate substandard housing during the month of August by donating extra inventory, demo models, tools and building materials that are no longer needed.

CLEVELAND – July 2016 – Sonnhalter, a communications firm marketing to the professional tradesman in the construction, industrial and MRO markets, is partnering with Habitat for Humanity again for the seventh annual Sonnhalter Tool Drive, during the month of August.

Organizations, businesses and manufacturers are encouraged to donate new and gently used tools, as well as cabinets, sinks, building materials and appliances, to the Sonnhalter Tool Drive between Monday, August 1 and Wednesday, August 31, to benefit Habitat for Humanity’s cause of eliminating substandard housing.

Affiliates of Habitat for Humanity individually work with participants to sponsor fundraising activities such as tool drives. The Sonnhalter Tool Drive strives to engage businesses and organizations to look through warehouses for extra inventory and overstocked tools or items, as well as the community to look through their workbenches, storage lockers, basements and garages for duplicated or no-longer-needed tools and items to donate.

“We had such a great response to last year’s Tool Drive and collected more than $35,000 worth of tools, building materials, appliances and other items, bringing the total to $176,000 donated since our efforts began in 2010,” said Matt Sonnhalter, vision architect at Sonnhalter. “This year, we’re looking forward to working with this generous community, and we encourage businesses to clean out their extra inventory, overstocked materials and demo models, and donate to this very worthy cause.”

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Social Media: Does it Affect Marketing to the Professional Tradesman?

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter

Are you trying to increase your exposure, traffic and leads? Are you trying to provide insights to contractors and generate leads? If so, social media should be part of your overall marketing program.

Social media is a targeted way of getting your message out and letting prospective customers find you. Social media benefits are:

  • Reach – get your message distributed to a broader audience.
  • Influence – both existing contractors as well as new prospects.
  • Conversions – marketing insights leads to engagement that leads to sales.

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Are Your Sales and Marketing Teams Working Together to Reach the Professional Tradesman?

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter

It may be time to reflect on ways we can do better moving forward to better identify ways to reach contractors and professional tradesmen. I have found one of the biggest issues and one of the easiest ones to correct is communications between sales and marketing. As you can see in the chart below, most companies see room for improvement.

Sales and marketing must work together to define the ideal client and determine how and what to get in front of them. They need to share information and have a plan in place to hand off a lead from marketing to sales.

Social media and the internet in general have changed the way people buy. Today, research is done online long before the potential customer identifies themselves to a prospective vendor. So what can you do to ensure that when the buyer is ready, you’re on the list to talk to?

This is an issue that continues to frustrate marketers and sales across the board. Both disciplines have insights to offer and neither should be working in a vacuum. Marketing’s role is to provide qualified leads to the sales team so they can more effectively close more sales.

I read an interesting article recently by John Jantsch from Duct Tape Marketing that addresses this very problem.

He states: “My take is that for organizations to take full advantage of the dramatic shift in the way people and organizations buy today they must intentionally blend inbound marketing, outbound marketing and inbound selling in a way that mirrors today’s customer journey.”

He offers some suggestions on how they can work together. Here are some highlights of shared responsibilities:

  • Planning – When marketing is creating a plan, involve sales. They have insights that marketing doesn’t. Their insights are invaluable in helping define the customer journey.
  • Editorial – Even if sales people aren’t great writers, they certainly can identify pain points along the way and possible solutions for marketing to write about.
  • Social – Make sales aware of social opportunities, whether it’s LinkedIn or participating in an industry forum that social is a good networking tool.
  • Engagement – Have sales and marketing make calls together or write a proposal.
  • Measurement – Forget quantity and focus on quality of lead and how you can take them down the sales funnel. Focus on creating a profitable customer.

If you liked this post, you might like:
Are You Getting Your Sales Force Involved in Social Media?
How Does Social Media Impact a B-to-B Purchase?