Isn’t Your Company Intelligence Worth Something?
Consider the following examples.
1. You sell sink waste disposals to plumbers and, for each unit you sell, you produce a short video and instructional diagram on how that particular unit is installed. Would your frustrated plumber, under a client’s sink, appreciate your intelligence at that particular moment delivered via his iPhone? Would he pay a small transaction fee to have it (in the language of his choice, of course) at that crucial moment?
2. You sell supplies to dentists. The sales of your supplies are dependent upon the dentist learning, performing and staying current with an evolving dental procedure. Could you hire a leading expert and sponsor a continuing monthly series of audio or video updates to train and update your dentist customers? Might you be able charge extra for that continuing education/service?
3. You sell office supplies. You know a lot about office organization and management and how it changes by company size or industry. Can you package that information as your own branded association or online university for office administrators/managers in each relevant market segment, charge tuition and confer certificates upon course completion? Would your customers pay for that?
You get the idea. Often, as B-to-B direct marketers, we don’t realize or underestimate the value of our information, knowledge and intelligence beyond that which gets “shipped in the box.” We often miss the opportunity to package or represent our knowledge in a way that adds to its value, and thereby miss an opportunity to increase customer loyalty or launch a new, intelligence-based product or service.
Does your company sell its knowledge? I’d be interested in hearing your example and answering any questions you may have. E-mail me at firstname.lastname@example.org .
Terence Jukes is president of B2B Direct Marketing Intelligence Inc., a strategic consultancy based in Fort Lauderdale, Fla., that services clients in the U.S., Canada, France, the U.K. and Germany. You can reach him at (954) 566-4451 or www.b2bdmi.com .