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Rescue sales and marketing efforts with effective email

Everyone has an email inbox. It’s the one media you know everyone uses virtually every day. But with all the hype around social media you might think that the power or relevance of email in the coatings industry has diminished. It hasn’t. There’s hardly anything in sales and marketing more cost effective, easier to track, easier to measure, or more direct than an email with a purpose. That sai...
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A four-step prescription to help you drive markets

Create impact where it matters most. In my previous post I suggested that in order to gain the greatest insight we must “look broadly outside the industry.” Well here’s an example by way of a comparison of the metals industry to, of all things, the airline industry. I discovered some striking similarities as well as some interesting common ground. The exercise illustrates how, by simply having mor...
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4 Critical capabilities; yours for twelve bucks

There’s a new book that can give you an immediate edge in your coatings business. It will show you how to take stock in yourself and reframe your current business midst the technological and social change that’s afoot in the world. And, in spite of its small size, this book builds a compelling case for changing what you think it means to build a company. Top-down management styles are fading i...
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Clues to building your future roadmap lie outside the industry

21 “sight bites” to help you find your way Like you, I am way more interested in 2011 than I am looking back. I want to know what we can expect this year—both the good and the bad. So please, “just give me the facts.” And like you, I need to know if we’re on the right track. Will our customers continue to be focused on the same things like reducing costs; and minimizing the environmental impact of...
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2011: A wake-up call to [successful] coating business managers

In a few weeks the arrival of 2011 will also mark the end of a tumultuous decade. It’s bittersweet. You and your business have survived, though it wasn’t easy. On the other hand, each new year brings with it opportunity and a fresh start. We all get another chance to find the onramp to any number of virtues associated with being in the coatings business: earning a fair profit; choosing your wo...
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Drill deep to see the new face of market demand

Embrace the differences that will drive innovation If you want to know what’s driving business, you have to drill down deep. Of course, demand drives customer orders and, as it follows, your customer’s customer orders and so on. But when you finally get to the bottom of it, you’ll see a new face of change—a nonconforming consumer that’s younger, and more powerful than any previous generation. He ...
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Set the score straight with your offer to coatings customers

When profit margins are shaky thin, you can blame it on assumptions. When we lose business we deserved to have, again, blame it on assumptions. Assumptions are dangerous but they are avoidable. Instead, take less for granted and swiftly shift the spotlight on your proposals from cost to unquestionable value. By taking the road less traveled you’ll win more business and make more money doing it...
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How a word like “metalwork” could spell online success

2 big ways to enhance Google-search “pretreatment” How well is your website working for you? If you’re not getting consistently good search engine rankings, your audience is not finding you when they need you most. It would be well worth your time to take a hard look at your entire online strategy. Start with a view from 10,000 feet. What if the addition of a few key words at the top level increas...
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Put your coatings business on the road. Five practical steps

Do you want to ratchet up your sales? Increase potential new business opportunities? Build your network? Explore new vertical markets? Consider event marketing. Take your company on a road trip and explore new territory. Forget “visitor,” you can become a trade show exhibitor—think of the badge upgrade. Imagine your logo on that big vinyl banner. Seriously, trade shows mean business and this k...
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Engage your peers with words of wisdom

Industry jargon barely scratches the surface No one is more comfortable creating jargon and buzzwords than industry. (So many examples … I’ll spare you the list.) So then why hasn’t industry developed its own terminology for Internet media marketing strategies, social networks and the like? The lack of industry specific terms could be an indication for the level of our acceptance and adoption in t...
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