It’s easy to assume that the numbers do all the talking.
It’s easy to assume that the numbers do all the talking. Our customers may light up when we talk about efficiency rates, tolerances, and output per hour. But what gets them interested is what those specs mean in the real world.
Buyers don’t think about energy ratings, they think about whether the investment will still be paying off five years down the line. Specs are just the evidence. They should not be the headline. A blue widget that reduces downtime by 12% isn’t really about the 12%. It’s about operators being able to trust their equipment. Apple’s original iPod launch became the stuff of marketing legend when instead of focusing on its then unheard-of 4Gb of storage space, Steve Jobs announced a device that ‘could fit 1000 songs in your pocket’.
The idea for this article came when I heard someone say: “The strongest industrial marketing finds human terms for business outcomes”. If we listen carefully to customers we can get clues as to how what we sell changes working lives. This can help us position products as part of story that makes managers look good and users feel more comfortable.
In the end, industrial buyers are people too. They may justify decisions with numbers, but they choose products that promise smoother days, fewer risks and greater confidence.