efforts to each stage of the buyer’s journey can help develop cold leads into sales, moving toward higher conversion rates and customer retention. As an example, sales flyers tailored to specific market segments, such as schools or hospitals rather than an entire customer base, are an incredibly effective way to appeal directly to potential customers in the awareness stage. Addressing the unique needs of each customer group drives awareness of a dealer’s brand and the solutions they offer.
One customer-centric way to take potential buyers from the consideration stage into the decision stage is by hosting equipment demonstrations or special events. This gives prospects hands-on experience with items they’re considering and a chance to learn more while comparing purchases. Even better, in-person events mean that salespeople can be on-hand and readily available to provide quotes.
Organic and Paid Marketing for
Search Engine Authority Building Educating customers about the benefits of commercial kitchen equipment through value-based content can attract leads and establish a dealer’s brand as a foodservice equipment and supplies industry authority. This can be accomplished through content marketing — another part of the consideration stage in the buyer’s journey. According to data from Forbes Advisor, content marketing has proven effective in boosting lead generation for 74 percent of companies. Content marketing differs from traditional advertising by offering helpful and informative content that fosters customer loyalty, establishes the business as an industry leader and drives organic traffic. If a dealer’s website
Educating customers about the benefits of commercial kitchen equipment through value- based content can attract leads and establish a dealer’s brand as a foodservice equipment and supplies industry authority.
offers articles with headlines like “Choosing the Right Energy-Efficient Equipment for Your Commercial Kitchen” or “How to Maximize Kitchen Space with the Latest Equipment Innovations,” customers may begin to see that dealer as an invaluable industry resource and will gain confidence in their capabilities. These kinds of topics educate prospects while aligning with their needs, adding value to the dealer’s brand.
Reputation management strategies for dealers include managing their business listings online, optimizing their Google business profile and replying to Google reviews. Dealers can boost how prospects perceive them by thanking customers who leave positive reviews and, most importantly, directly addressing negative feedback. Businesses should keep in mind that their customer service extends to their online presence, and positive interactions gain the trust of customers and build authority on search engines.
Marketing & Sales Initiatives Sales leads are like seeds planted by
marketing efforts and nurtured through strategic campaigns and customer engagement. On the other hand, sales teams are the skilled gardeners who cultivate these leads, carefully nurturing and guiding them through the purchasing journey to ultimately close deals. Dealers can find success by incorporating feedback from their sales department into their marketing plans.
By working in tandem, marketing and sales create a seamless process that drives business growth and success. Equipment salespeople are surely tuned into how the rising costs of food and ingredients are affecting customers and causing many to hold off on purchases like equipment replacements. By sharing what they’ve learned about those frustrations, sales teams can help marketing teams create content on promotions and cost-savings tips. Dealers that embrace this sales and marketing communication loop are also more quickly able to pivot as new issues arise and customer needs change. While quality is undeniably important, relying solely on the notion that “quality products sell themselves” is a misconception. Embracing smart marketing strategies like customer- centric marketing, targeted marketing approaches, proactive online reputation management, and collaborative sales and marketing efforts is essential in driving business growth and success.
About the Author Jamie Bell is the president of CFI Marketing, a FEDA business services member that brings more than 40 years of dedicated experience to the foodservice equipment and supplies industry. CFI emphasizes an omnichannel approach to marketing by integrating digital, advertising and print strategies that distinguish and elevate brands. Learn more at
www.cfimkt.com.
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