The Missing Thing that Brings In More Revenue

Missing out on revenue can be a pain for your industrial services business. You have payroll, suppliers, and your own house to cover.

It’s especially frustrating when you have something cool to sell. Why can’t that cool thing just sell itself?

Think about the last time you learned something really cool. Something you couldn’t wait to share with everyone in your circle.

“The world will be better if I called everyone to act on this,” you say. Especially if they start doing it Every. Single. Day. Just like you’re on fire to do right now.

So you start talking about every aspect just as you heard it. And as you turn that firehose of information onto your audience, their eyes glaze over.

Not what you were going for.

But hold on a minute…

In the middle of everything you just realized were the nuggets you actually found useful. Those bits of information called you to action.

How do you bring others along without a full download of all the wonder? For that, those nuggets need to become a clear call to action for your audience like they did for you.

Start with the most eye rolls

Let’s start with a manufacturing example. The field that most needs a clear call-to-action we know as 5S.

When it’s done right, 5S is a wonderful method.

Streamlined workspaces with dedicated storage and walkways keep people safe. It also allows workers to find critical parts faster because they’re in the same place every time. And anyone can tell whether the workplace is in good order at a glance.

But that’s not the first stop of a 5S presentation. Not in the least.

First, the presenter has to teach the audience the Japanese words for the next steps.

At the end of everything, no one covers their workspaces with kanji to show how well they know the material. The benefit is finding things now.

What happens to practice when you focus on jargon? It goes by the wayside. Just another flavor of the month.

And it doesn’t bode well for those same people to come back in and sell something new. You can forget about holding people accountable in this environment.

But if that same presenter walks everyone through short bursts to gain interest…

Then goes on the floor and walks them through doing it in a real workspace…

And those workers experience the benefit of finding critical parts when they need it…

That same group is more likely to keep their area clean.

When the practitioner comes back to ensure the work area stayed clean? It’s a much quicker and more satisfying conversation.

Bring it down to your house

Now, what does that have to do with marketing your small business for industrial services?

Just like the new 5S acolyte, you too have something cool to share with the world. And if you don’t you won’t eat. (No pressure) 

When you share, you need to make sure your offer has a call to action. That is ACTIONABLE. Something more than jargon they can repeat to sound cool. 

Give your audience a way to understand your offer on their own terms. They don’t need the WHOLE process in detail upfront with an academic presentation. 

Cut the “nice to know”. Focus on what practical improvement you can make in their life if they pick you. For the industrial service provider, that looks like:

• Better reliability 

• Lower total cost 

• Fewer headaches

That way, potential buyers will understand its value. They can apply it to their lives and reward you with business. 

If you come back after that first sale having proven you’re more than a flavor of the month, you’re more likely to get repeat business. You won’t need a constant presence, either. Good performance will speak for itself to help your business grow without you.

So stop focusing on the value as you understand it. Instead give them what’s important so they keep coming back.

Is your industrial service offer not landing with your target customer? Schedule a FREE call with me today to find how to attract industrial customers who want to do business with you.