UK manufacturers are at the cutting edge. If you’re exhibiting at a trade exhibition, it means you’re up there with the best of them and have the products to prove it. Yet, that’s not necessarily what all those influential buyers will be looking for. Sure, they’ll come onto your stand – but they’ll also be taking a good look at what all your competitors have to offer. So what makes you so different?
Focus on “why”, not “how”
Many manufacturing companies tend to focus on their products. How innovative they are, how they’ve been developed, how much better they are than anything that’s gone before. But the stark fact remains: every one of your competitors will be saying the same thing. So the danger is that your component becomes just another commodity product, and therefore you’re forced into the corner of selling on price.
The way out is to switch the focus to “why”.
Why it works
Why should a customer buy your products? Why do they need them, and why should they believe your claims? Are you really selling a component, or are you offering a solution which could save lives or protect the lifecycle of customers’ own products? Work on the answers and you’re on your way to demonstrating a distinct and tangible difference to potential customers. So show the real and unique value of dealing with your company. Concentrate on the benefits delivered by your expertise and understanding of customers’ requirements. Talk about all the wealth of advice, freely available. What’s the secret of successful marketing? Sell your company, and you’ll sell your products.
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