This is the last step in my series expanding on a guest post I wrote for Venveo's blog.
Together, these nine steps give you an outline to start cultivating new relationships with architects.
Enough with the small talk! Let's get right to it...
You now have her ear for product suggestions – Use it!
This is it! You made it to the finish line. Now you can stop and celebrate…
But just for a minute.
As you probably guessed, there's no actual “finish line” to a successful marketing strategy.
Not in our industry.
Once you’ve built a trusting relationship with the architect, you need to keep cultivating that relationship. You don’t want it to grow cold after all that hard work.
Here's what you need to do next...
Make sure she's aware of your other products and services
Let her know about new options or updates you’ve added for your products. Keep your eyes peeled for new uses or applications for your other product lines.
Anything that could help her succeed. If you're doing the work of understanding The Architect, then you'll know what to suggest.
Marketing legend, Dan Kennedy, tells the story of a printer who didn't do this.
One day, a long-time customer came into the print shop. He'd been having his stationery and envelopes printed here for years.
Today, he'd brought in his new full-color, product catalog to show the printer. He was very proud of how it turned out.
The printer said, "It looks great. But why didn't you have me print it for you?"
The customer said, "I thought you only did copies and stationery."
Because the printer hadn't found out more about his customer's business he'd been missing out on hundreds of thousands of dollars of business. Ouch!
Work closely with your local building product reps.
Help your product reps and suppliers around the country find ways to pair your products with their other product lines.
Don't count on them to figure it out. You do the legwork and then get them the tools they need to successfully find the connections.
Encourage them to suggest or package your products with the different manufacturers they represent.
And if you're the supplier, you can take the lead yourself. And go to the manufacturers with requests for the right tools you might need to get the job done right.
Look for partnering opportunities
Go directly to other manufacturers you could partner with.
Look for complements to your own product or service.
Sit down and think through the process that leads to the use of your product or service.
Is there something before, during or after you come into the picture that could be a good match? Find a way to partner with them. Share intelligence and share each other's audience. Together you could both expand your reach exponentially.
Yes, finding these connections will take some deep-thinking, but you can do it. Or reach out to me and I can help you find it. It's one of my specialties...
Keep the plates spinning
You’ve developed all this invaluable knowledge about your prospect, the Architect. And you've positioned yourself as a trusted resource.
Now you need to make the most of it. For you, for them and for our industry.
Work with your copywriter and your marketing team to ensure you’ve aligned and coordinated all your marketing material…
To continue educating and speaking directly to your ideal prospect’s needs and concerns.
And once you’ve got all that in place, it’s time to turn your focus to your next ideal prospect.
Maybe it’s a different type of architect for a different product you carry.
Or maybe it’s a different type of client you need to include in your target marketing efforts.
Contractors? Builders? Homeowners? Do-it-yourselfers? Facility managers?
They each have their own unique set of concerns and goals. Go through this process again for the next prospect, and the next.
You’ll still be spinning plates, but with a system to follow, they’ll all be spinning in better harmony.
If you missed any of the other 8 steps, head on over to my blog and you'll find them there.
Until next time...
Make it a great marketing day!