Tag Archives: marketing

The worst kept secret in capital equipment sales and marketing

There are two basic ways to increase your chance to sell capital equipment. One is called interruption marketing and the other one creating value marketing. Guess which one is the most used and which one is the most successful? The worst kept secret is that it is value creating based sales/ marketing.

Interruption marketing literally interrupts – YOU. Messages pop up on your screen when you do not even expect it. Spam mails clutter your in-box. Clicking on web links first show some sort of commercial. There are many more examples. They make you mad and are extremely frustrating.

One particular pesky one may be found in blog and forum responses when well-meaning sales folks try sneaking in their company and personal contact information into comment and response sections. “We do this, that and the other thing, we are great, just give us a call and just start buying from us”. Do they really think anyone will seriously pay attention anymore to this scatter gun approach to sales?

Attention is such a scarce thing in our noisy social media world that interrupting the customer’s work achieves exactly the opposite: It turns the attention away and it lands the marketer into the junk folder. It is nothing but a dead end proposition.

Creating value is best delivered in genuine and free advice. Free? Yes, at least the overall assessment of a customer’s situation and pointing out the root cause of his issues goes a long way. Only when you have built up enough subject matter expertise can you be of help to anyone and you can deliver this advice. Once you do that built a web presence, help out in special interest group forums, start a blog, and hold presentations.

Do not get me wrong here, this is not the same as unpaid consulting. There is no need to be afraid that you will lose out on revenue. Just look at any forum and you will see that the top number one issue is that folks have a rather complex and broad challenge to figure out. Key problem is that they typically have issues where to even start isolating what their real problem is to begin with. That is where you can help.

Get them rolling with the basics and the 80/20 rule is that 80% of issue will not go anywhere anyway. Some customers never follow up, or they finally do have a solution, but they will never implement anything because they will never get the money to fix their issue. The 20% of cases may just turn into 80% of your future revenue. Neat, huh?

People will rely on you for honest and trustworthy advice. All you need to do is delivering some solid value that makes the customer better off. Most likely he will come back to you for more advice when he has another issue to solve. One simple shot gun spatter of your advertisements will not get you anywhere soon. People will only tune you out.

Work on increasing your skill sets and experience. Build and provide solutions. Build up your audience. Become a subject matter specialist. Seek outlets for your stuff and give it away. When customers do start buying from you (trust me, they will) steadily under promise and over deliver.

Does this take a little more time upfront to build your customer and sales base? Absolutely. Will this be much more sustainable? Most certainly. Just wait until the first word-of-mouth referrals hit your in-box.


P.S.: Use the comment box of this post for your cheap sales pitch and you and your mail will land in the “block sender” file folder. Interruption marketing does not work!

How to Get This Woman Interested in DSI Snake Sandwich Belt Conveyors

I am happy to submit a guest blog for Joe Dos Santos. This is to lighten things up from the technical stuff engineers like so well and frankly…I just don’t understand. Until now!

Spending most of my college life in public relations and marketing classes, engineers and engineering seemed a world away…even though I could walk to the engineering building on my campus in under five minutes. That’s actually strolling. Still, the dynamics of what they did, the math, the figures, the equations! It was way over my head. After all, it was all I could do to get through my remedial math courses much less pursue a higher level of math. Now don’t think I didn’t feel the pressure. My father, a Cornell graduate said he learned to love the thing that really challenged him. Yep….math! And of course, we can’t forget my brother the MIT graduate. Of course I felt the pressure. After all…they are both…you guessed it, Engineers!!!

Well after being with our family company, Dos Santos International, in a full time, official capacity for a year now, I’m going to let my dad and brother in on a little secret. I’m intrigued! I’ve finally found my niche in engineering! I can make it simple…one word! No need for equations or protractors! DIAMONDS!!! That’s right. Diamonds…you know the phrase…a girl’s best friend. Well this girl has finally found a lot of interest in the math behind this sparkling, much sought after wonder! See, it turns out, it takes engineering (math and science…UGH!) to get these dazzling beauties to a jeweler near you. I’m proud to say, that Dos Santos International is responsible for helping to bring these gems to the surface and through the separation process. See, we just completed two projects in Canada. These mines, along with others in the planning process, may soon propel Canada to the number one position in diamond production.

Now not only did that catch my eye because of what is being unearthed, but also because of the high-tech DSI Snake Sandwich Belt Conveyor…wait make that two DSI Snakes. Snap Lake incorporates two, each elevating at the building’s opposite ends… but there’s more. This project, from the beginning, was intended to be environmentally friendly as well. The area where these diamonds are being mined is frozen solid throughout much of the year. I mean the conditions are pretty harsh. Because of this, the project would have to be under cover. No, not secretive but enclosed and heated so people aren’t freezing to death. Sure I’d stand out in freezing temperatures for just a chip of that gorgeous rock, but there are others to consider. Still, they had to make sure they could contain this whole project in a small space (by brandon). That’s where our Snake Conveyors came in. Because of our high angle capability and our system’s gentle yet firm hugging of the kimberlite (diamond ore) in the sandwich between the belts, we are able to bring these beauties up safely without using too much of Canada’s precious land. Because of our Snakes, the process building’s foot print is small, minimizing the environmental impact and reducing both capital and operating costs, especially the cost of heating. The project maintains the land around it without disturbing much of Mother Nature, while at the same time, unearthing one of nature’s most beautiful treasures. Conveyors…well they’re not the most beautiful sight to me but let’s face it. Diamonds look good on everyone…or anything!

For those of you, who enjoy the math and understand the equations, please visit dosssantosintl.com for the logistics of these systems. We have a detailed list of our installations. For the rest of you, just remember DSI Snake Sandwich Belt Conveyors. They are now this girl’s best friend.