High-Ticket Industrial Products Over The Web
As we find ourselves in the year 2023, the task of generating leads and closing sales has never been more difficult for industrial business owners who sell high-priced/ high-ticket products.
Even though industrial buyers and key decision makers are now more online than ever, researching, evaluating, and looking for products on the web, the challenge of securing high-quality leads and consistent sales for high-ticket products is still a very real problem most industrial businesses are struggling with.
And with the economy in a downturn, price resistance amongst prospective leads going up, and competition getting tougher, what’s the best way to get ahead in 2023?
One way is to leverage from new and effective strategies that your competition isn’t utilizing, or strategies you haven’t employed before.
In this article, I’ve compiled 7 effective ways to generate more leads for high-ticket industrial products, and I’ve touched on how you can do them too.
1. Sell The Problem, Not The Product
It’s easy to write ads and sell to everyone on just how great your product is.
But you won’t stand out if you’re just like everyone else.
The key to generating leads for high-priced industrial products is to sell the problem and not the product. By identifying the challenges faced by your ideal customers, you can build the value in what you’re offering, by effectively tailoring your messaging and positioning your product as the ultimate solution to their specific needs.
This will help you resonate greater with the people you want to attract to your business, you’ll stand out amongst competition and get noticed more, and you won’t be compared solely on price.
Writing ads, and creating content such as videos and blogs to highlight and address these challenges is a great way to start.
2. Case Studies That Focus On Generating A Measurable Result
Do you ever see case studies in the industrial sector that share absolutely no insight to what their clients were able to achieve?
Case studies have always been a powerful tool in selling, especially in the industrial sector, but not all businesses get them right.
The good thing is, it’s easy to create powerful case studies that assist in building trust, credibility, and motivating your potential customer to buy your expensive product/s.
All you need to do is focus on these four things when building yours.
1. What specific challenges did the company face before coming to you?
2. How did your product/solution address each of these challenges?
3. What were the results generated after purchasing your product? And in how long were you able to achieve these results?
4. What did this do for the business? Hire more staff, grow, secure more clientele, etc.
The idea is to help them envision what success actually looks like.
3. Tailored Product Demonstrations
Every potential lead within your pipeline has a unique set of requirements.Offering a general product demonstration isn’t going to have the same impact as offering one that’s customized, aligning with the specific needs and wants of your potential customer.
For example, if you’re selling a laser machine to a manufacturer, showcase and prove to them how your machine can cut specific designs and materials the customer works with. Highlight the key benefits they want to address, whether it be speed, cost effectiveness, etc.
This tailored approach demonstrates that your product is designed to address their specific challenges.
4. Leverage From Third Party Marketplaces Online
We all want to get our products in front of as many active buyers as possible. So why not go where there is already traffic?
Third party marketplaces such as Machines4U and Grays are a great place to list your products. These platforms have an existing database and high traffic, providing an opportunity to put your product listing directly in front of potential buyers.
While there is a fee involved, the exposure and access to a targeted audience can be highly valuable.
Remember, your competition will also be there, so do what you can to stand out.
5. Create, Run And Host Events
Events provide a great way for companies to increase brand awareness and meet valuable customers.
Think about the opportunity to meet and sell to clients face-to-face.
This could include organising training courses, virtual trade shows, or webinars that provide valuable insights, education, or demonstrations related to your high-ticket products.
A great example I’d like to share is a course we helped create for a 3D printing client of ours. The course was designed to generate stir amongst engineers who were interested in exploring the potential applications and benefits of 3D printing in their industry, by giving them access to education from experts, and hands-on experience with multiple additive manufacturing technologies.
This event was not only successful in terms of its fill rate, but it served as a fantastic lead generation exercise.
6. Create Underground Content
Generate brand awareness and be recognised online by creating fresh, unique, and valuable content that helps you stand out.
Use tools like Feedly to track topics and monitor what your competitors are writing about.
You can identify winning ideas, spot upcoming trends, and gain a competitive advantage of being different to others in the marketplace.
7. Match Content With Buyers Journey
How do you get customers learning about your brand?
How can you get them to evaluate you as a potential vendor at the decision table?
How do you give them enough information about your product/solution so they’re making an informed buying decision?
The answer is to match your content with the buyer’s journey.
Every potential customer is going through a sales journey, and it’s your role to identify where they are, and create content that addresses their needs and questions at each stage.
If you’re ready to try this, then check out this infographic that we’ve created, providing you with ideas on what type of content works the best for each stage within the buyers journey.
Right click and download it to your desktop.
The industrial sector is constantly changing and evolving. The one way you can get improved leads for your high-ticket items is to be trying new strategies that most of your competition isn’t doing.
Instead of running the same old Google Ads campaigns, SEO strategies, and attending trade-shows, there are many ways you can get yourself in front of key decision makers online, who you can form relationships with and nurture into leads and sales for your high-ticket products.