Article

3 Ways to Reach Decision Makers Ready to Purchase

How can you help to ensure product developers and engineers consider your products?

Posted on: June 11, 2018

A fundamental goal of sales and marketing professionals is to reach decision makers at the point in time they’re ready to purchase. For
materials suppliers, this has become increasingly more difficult because product formulators, R&D professionals and engineers have more options than ever when making a purchase. With relatively minimal effort, a decision maker can find a wealth of material options and alternatives online.  And because it’s easier to research, professionals usually consider multiple suppliers prior to making a purchase decision. It’s important for sales & marketing professionals to understand when, where, and why product formulators and engineers are researching materials in order to reach decision makers who are ready to purchase.

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At Prospector, we help connect hundreds of thousands of R&D professionals and engineers with material suppliers.  Along the way we’ve gained insights into the purchase journey of these professionals. When we surveyed professionals who use ULProspector.com for material research, we found the majority consider 3-5 suppliers prior to making a purchase decision. This finding was true across all industries and all departments involved in decision making.

 

In a world of increased options, here are three ways to help ensure you are one of the 3-5 suppliers considered by R&D professionals and engineers formulating products.

 

  1. Make sure that your products can be found where your customers are researching their material options.
    • According to our recent survey of professionals responsible for researching material and ingredient options, their top three resources, which are used on most or every project are:
      • General Search (Google, Bing, Baidu, etc.)
      • Supplier Website
      • Industry Search Engine (ex. ULProspector.com)
        • Note- Plastics professionals are even more likely to use industry search engines than other industries
      • Takeaway-Because search engines and your web pages are such a popular way to research material options, make sure that your content is optimized for SEO and ensure your technical information is up to date on popular industry search engines.
  2. Know which trends cause companies to develop new products and reformulate existing products.
    • The top trends which prompt R&D professionals and engineers to research alternative products are:
      • Increasing Regulations
      • Raising Material Costs
      • Changing Technology
    • Takeaway-When any of these trends impact your customers, you may want to increase your marketing and sales efforts to capitalize on the opportunity.
    • Subscribe to industry newsletters to stay informed of trends which are impacting those purchasing your materials and ingredients. The Prospector Knowledge Center is one resource for industry specific news stories.
  3. Capitalize on opportunities for your materials and products.
    • What unique characteristics do your materials offer that similar ones cannot?
    • Have there been recent improvements to your products?
    • Are there certain times of the year when your materials and products are purchased more frequently?
    • Takeaway-Make sure that content about your products clearly showcases the features which make your materials and ingredients unique. Focus on content on your website as well as content on popular search engines. Also, Ensure that your marketing and sales efforts align with any seasonality trends for your products.

Check out these infographics for more insights on how to reach decision makers, including which search terms are most frequently searched on ULProspector.com for your industry.

 

Plastics All other Industries

 

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