BTL Mark: Resolve interoperability issues & increase buyer confidence
Sell the way buyers buy to get better sales results
Why a Digital Channel is an essential complement to your sales team.
Your Growth Engine, LLC
“Sell the way buyers buy.” That was the theme of Together for Industry
hosted by Thomas
last month in the Chicago area. And why would you want to do that? To
get better sales results.
For Building Automation System Integrators, three important considerations are behind this powerful idea.
Driving sales (51%) and building brand awareness (48%)
are the two top digital marketing priorities for small businesses (Leadpages, 2017)
96% of Small & Medium Businesses say they use social media in their marketing strategy. (Social Media Examiner, 2017)
81% of B2B companies use Blog as a content marketing tactic. (Content Marketing Institute, 2016)
So, what does this
mean for System Integrators?
At a minimum, the quality of your website is important.
A modern website that delivers credible, relevant information positions
your company as a credible, relevant building technology partner.
Delivering online resources that are aligned to the
buyer process improves your chance of making the short-list and makes
your salespeople more effective. Examples include Capabilities
Overview, Solution Architecture, and Specifications.
All of this creates a chance to ignite engagement with
the customer. Some of that content can be gated on your website,
meaning the customer can download it in exchange for their name, email
and phone. This now becomes a warm lead for your sales team to follow
up with. It’s a simple call or email to see if the person has any
Millennials were born between 1981 and 1996. No doubt they walk, talk, and eat digital in their personal and business lives. Today’s oldest millennials are already leading the decision-making process for many of your customers. As influencers and decision makers, they expect business partners to provide informative resources online throughout the buying process. They further expect support tools during implementation and for the operational lifetime of the solutions you provide.
The bottom line? A dual relationship with System Integrators
Today’s building technology customers expect a dual
relationship with System Integrators that helps them work through their
buying process. First is the traditional sales channel that establishes
a relationship with the customer and manages the opportunity for a
successful outcome. Second, is a Digital channel that delivers
credible, relevant information via website, email, social media, and
The Sales Channel and Digital Channel are most effective when aligned with the buying process, as shown here.
Five simple Digital
steps System Integrators can take to Get Better Sales Results
Your new content library of credible, relevant information gives you a
built-in reason to begin an email program to your existing customers —
customer loyalty and share of wallet increase over time. As customers
engage with your content, you are generating new leads and customer
conversations for the sales team.
A final word
If you’re thinking, “business is great. We don’t need a digital channel
right now.” Then ask yourself the question you already know the answer
to, when is the best time to get a lawyer? Answer: when you don’t need
one. The same thing goes for your digital channel.
About Your Growth Engine, LLC
Your Growth Engine, LLC, led by Kevin McCaughey, is dedicated to
delivering marketing services that help building automation system
integrators get better sales results. More than any other marketing
partner, Your Growth Engine knows building automation and security. You
get results faster, and we work seamlessly as a member of your team due
to our industry experience. Your marketing sounds like it was produced
by people who work in the industry because we do! Connect with us at
https://yourgrowthengine.com or call us at 617-283-0821.
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