Many companies consider designing their B2B or Industrial prescription strategy for the following reasons:
- To Boost Your B2B Sales.
- Because your direct customers need sales help.
- Because your brand is not known beyond your direct customer
- Because your competition is doing it
- Because they need to know the changes and trends beforehand.
- Because they need to expand and differentiate their value proposition to the market
- Because they are considering directly addressing certain segments or markets.
Based on my experience, first implementing Industrial Prescription projects as B2B and Industrial Marketing Director and now as B2B and Industrial Business Strategy Consultant , these are the questions I put on the table to activate the process of reflection and design of the B2B Industrial Prescription Strategy.
Question 1: What are you looking for?
Many companies think that having a prescription strategy means having a professional who “talks” about their brand to prescribers (architects, doctors, etc.) and that the rest (purchases from their direct customers) is a direct consequence. This is a mistake, at least if commercial results are expected in the medium term.
Seeking notoriety or relevance (previous case) is not the same as seeking commercial results.
For example, in the construction materials sector it is very typical to see professionals from industrial manufacturing companies visiting architects to promote the product and the brand without any further work or follow-up.
On the other hand, other companies look colombia phone number library directly for construction companies and their job also consists of finding the direct client who can manufacture or provide the prescribed solution.
Both strategies require very different approaches and resources if they want to boost B2B sales from a prescription strategy.
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Question 2: Who Influences Your Clients’ B2B Sales?
Or put another way, who HAS THE MOST INFLUENCE on your client’s customer to buy from you?
There may be many influences. Many are very obvious, for example the doctor who conditions purchases from individuals in pharmacies (direct client of the pharmaceutical sector) or the architect who prescribes, from memoirs, to construction what is dns? how to set up domain name servers? companies that will buy from distributors (direct clients of the Construction Materials Industry) but also other less obvious ones such as suppliers of
The reality is that it must be defined very slovakia business directory well and this implies activating a mapping/prioritization process of WHO
THEY ARE to subsequently validate it with the commercial network and direct clients.
Carrying out a specific segmentation dynamic for the prescription (closely associated with direct client segmentation) is a first step
and listening to understand what value they expect should be the second.