A common mistake that most manufacturers commit is to showcase only their products and services while targeting new business. However, such a unidimensional approach only tends to further the gap between a manufacturer and its potential customer. In today’s world, there is an overabundance of options available for a customer. The differences between these alternatives are rather handful and thus while one manufacturer sees unprecedented growth, other witnesses a downward trend.
We at Synergy Intercontinental Business Consultancy (SIBC) believe in chasing customers problems and not business. Yes, it sounds different but that’s what makes our organization and our clients unique and successful in the long run. When we talk to any potential fortune 500 company to introduce our manufacturing clientele we don’t showcase client’s capabilities, operations efficiency, sales numbers or their delivery and quality performance. Instead we share our experience of how our manufacturing client helped their existing companies with their problems and have been more of a solution provider than only a product supplier. We then close the meeting by asking these prospect companies their top 5 problems and where can our manufacturer help their organization in solving them! That’s it and a relationship based on value and long term solution provider is generated.
This first introduction meeting may end with no enquiry for business or any request for quotations (RFQ’s). But when the same company needs solution to their problem our client will be on top of their mind and will lead to an enquiry for a potential business opportunity.
We have many success stories where we initiated business meetings where our manufacturing client just shared the possibility of solving a company’s existing problem and then for next 6 months there was not a single business enquiry. And now 2 year down the line, our client is considered as the GO TO manufacturer for their business solution with a long-term business growth strategy.
Hence, our suggestion to all the manufacturers out there, don’t make your products and performance as the only marketing tool for your company. Instead, build your organization with a mission to solve customers’ problem and positive attitude in each employee to walk that extra mile and solve it. There are many manufacturers who can make the same product and give same services with same quality and delivery performance. But it’s the attitude and problem solving value that the customer will look for and remember you in long run.
Remember, CHASE problems not business!