‘‘QUALITY I
SELLS ITSELF’’
Matching marketing to the buyer’s journey can create warmer leads and establish dealers as industry authorities.
By Jamie Bell President CFI Marketing
38 FEDA News & Views
Debunking Marketing Misconceptions:
n the competitive world of the foodservice equipment and supplies industry, the idea that “quality products sell themselves” is a comforting myth. While high-quality products are undoubtedly essential, relying solely on quality isn’t enough to attract and retain customers. Let’s debunk this misconception and delve into the key components of an effective marketing strategy. Smart marketing is the key to driving more sales.
Understanding Customer
Preferences Quality isn’t a one-size-fi ts-all concept. Each customer segment has unique needs and preferences, whether it’s a large restaurant chain or a small family-owned eatery. Before starting a marketing campaign, dealers should identify their ideal customers, consider their preferences and needs and pinpoint any pain points that can be solved. From there, dealers can create effective, targeted messaging to attract and retain these new leads.
Market research is pivotal to understanding customers’ needs, allowing dealers to customize offerings to meet their expectations. Advertising a range of products at different price points ensures dealers can cater to various budgets, attracting both high- end users and those who are more budget-conscious (who otherwise may be tempted to buy non-commercial quality products online). This approach can help dealers maximize market reach and increase overall sales, regardless of quality.
The Buyer’s Journey and Customer-Centric Approaches The buyer’s journey encompasses three distinct stages: awareness, consideration and decision. By mapping out this journey, dealers gain valuable insight into potential customers’ behaviors at each step of the purchasing process. This comprehensive view equips sellers with the knowledge to effectively tailor marketing strategies to meet the needs of the target market. Crafting marketing
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