building product manufacturers
You need to get into the specs; your pockets aren’t as deep as your competitors are; your CRM is woefully neglected; your processes are implied rather than codified.
Your job is to create products for architects and designers to include in their projects. Your sales team’s job is to sell. What you need is someone who can help connect your product and your audience so you can do what you do best and close the deal!
Your Needs
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What’s your current spec rate, where are your competitors at, and where do you want to be? Ink & Edge has experience working with building product manufacturers in niche sectors to increase specification rates as much as 65%.
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Your sales team works hard, but do they have the content, education, updates and market information they need to streamline their sales? Ink & Edge has been there, done that; and can create a program to strengthen the most chaotic sales team.
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If you’re going to where the puck is, you need to be top-of-mind to architects, designers, property managers and more. Ink & Edge has developed popular Continuing Education courses and other reference materials to help this crucial audience help BPMs.
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Marketing and business development in the construction industry are unique and challenging positions, where lead times are measured in years, not minutes; and relationships (or $$$) open and close any door. You need advice from someone who understands the minutia of project delivery, how to read a spec and can translate complex engineering concepts to brand new audiences. Not to mention the value of EPDs, the pain and beauty of a well-tended CRM and how to sweet talk an estimator into moving a project up …
Analysis & Strategy
Nobody has seen a construction market like this before, where politics, money and manufacturing are all levers at play. Explore your position and options in the market with someone who has experience in pandemic-era strategies.
Audience insights
Unless you’re a siding or roofing materials provider, today’s market is probably very competitive for your product. You need a plan to understand and reach your audience, no matter where they are in the sales cycle.
Supplement your team
You already have an in-house (or in-family) marketing person, or are working with an agency; and can use some support managing those resources. You’re an expert in your product, not content development and media. Let Ink & Edge be the resource your team needs to freshen tactics, take on new challenges and overhaul your brand.
