Before suppliers can actually help a customer, they have to get an opportunity to talk with the customer. This requires them to develop a credible explanation for how they help their customers. This is a difficult challenge.
Explanations that sound like they are run-of-the mill get ignored.Â
Explanations that sound too-good-to be-true hurt credibility.
To overcome this issue, some hire specialists to help them craft and refine their messages. While this is one approach, the results are variable. Many specialists have never sat in the customer’s chair and are relying on past experience. If selecting a marketing expert, branding specialist, SEO expert, web designer, or copy writer, look at samples of the person’s work. Asking a customer or potential customer to review the samples can be especially helpful.Â
Others rely on cold calling, beat the customer over the head until the customer throws them a bone, or uses their connections to get their foot in the door.Â
Perhaps though, a supplier has a limited budget or decides not to rely on these approaches. Should the supplier give up? If not, what other options exist? Networking, public speaking, writing, teaching, alliances, and free trials are six options that they may want to pursue. Consider these options.
Networking
Networking with people who may need the firm’s services is an approach for overcoming these issues. Many firms use networking, relationship management, and membership in professional organizations to stay on the minds of their customers and potential customers. For some, online networking is an option that has value. For others, especially those who focus more on getting to know the other person, picking up the telephone or meeting face-to-face is likely to have more value.
Public Speaking and Writing
Public speaking and writing are venues that many use to overcome these issues.  To the extent that these approaches have value for customers and potential customers, many find these approaches extremely helpful.Â
Blogs, such as this one, may be helpful to some businesses.
Teaching
For me, teaching in a community college program would have been a great path to market. Many community college students work full-time and, at the school where I taught, many of them worked for firms who needed my help.
A few times each semester, students asked for help with contract negotiations, planning businesses, buying or selling businesses, building customer relationships, building teams, understanding customers or suppliers, and raising money for businesses. Â
Based on this experience, teaching in the technical/vocational program at community colleges could help many suppliers market their businesses.  Â
Alliances
Alliances with others in the industry or who offer complimentary products and services can also lead to business for firms. Many customers are trying to consolidate their supplier bases, control costs, and manage risks. If a firm provides a great service and can suggest others who can help, this is likely to be well-received.
Free Trials
A lot of suppliers offer free trials of the services they offer. The suppliers have varying degrees of success with free trials or free services. In many cases, free services are seen as being worth less and the suppliers are not appreciated.   Alternatively, the suppliers may find themselves in the position of competing on price.
Conclusion
Suppliers have a variety of routes that they can use to market their businesses. Creativity is important in deciding how to market a business. The more creative a person is, the more possibilities and opportunities the person is likely to encounter.
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