Challenges

We sell through channels. How do I increase effectiveness of this model?
Often the challenge is capturing mindshare. Consider:

Dealer kit with new product information, and, most important, customer facing educational material that they may use regardless of their “pitch” – a branded reference tool or leave-behind that puts you in front of the buyer in every conversation. (Examples)

Sales tool, either web or hardcopy or both. An assessment tool or other consultative offering may help the rep gain time and change the engagement with their prospect, while recommending your solutions. (Examples)

In many cases, we’ve seen our clients “fire” dealers, focusing on a smaller, more successful group, and providing them with a richer toolkit. They invest in the relationship, and in the training and materials needed for those reps to represent them consistently, to grow deal size, and to recommend solutions that will do all they’ve promised and more. That’s our philosophy: start by doing fewer things well. Tightly focus on successful dealers to grow sales.

As you add channels or dealers, you will naturally be concerned about them representing your products and company consistently and professionally. The above can help, but also consider:

Multi-purpose, multi-level product marketing materials, that new salespeople can use in full, and veterans can use as quick training on the new product, and then as a “prop” or leave-behind to supplement their sales call.

A proposal generator, or other automated way to control content and consistency of branding, recommendations and deliverables. This can save sales rep time and smooth sales to service hand-off.

On-demand training, to push information to your channels in easily-digested bites, either via product training webinars, podcasts or video.

We sell services. Why is my website important?
For a B2B company, it’s difficult to measure revenue gains, but the web is a critical part of your marketing and sales campaign. It can:

Generate leads: Through links from trade articles, directories, and search engines, you can attract the right buyer at his/her time of need.

Qualify leads: Through educational material and tightly focused content, your website can “speak to” the market and business title you’re most able to help.

Establish credibility: A professional image and solid content proves expertise in your field, and helps you look “real” and trustworthy.

Provide on-the-fly quantitative market data”: With web traffic statistics and google ads, you have live visibility to what prospects are searching for and what holds their attention—critical information for a new product launch.

We’re a startup with limited marketing budget and no dedicated salesperson. Where do I begin?

Positioning with is the highest-payoff activity to make your budget go further. Identifying your unique selling proposition and positioning your product/service within a market can be the highest payoff activity, because it focuses your limited resources on "best bet" tactics. However, if you don’t have a track record of sales yet and limited (or “no”) budget, you first need the basics to get started.

Working with PLS

How do we engage with PLS?
It starts with a conversation, and an assessment of your challenges and marketing/sales today. If we find a way that we can work together to improve sales, we typically engage on that initial project (most frequently, positioning, but often, a website or other tool/collateral). This is typically a fixed price project, with 1/3 due at kickoff, remainder billed monthly or per milestone. We can, if you prefer, work on a time and materials or other arrangement.

Is PLS our agency of record? Are we locked into an exclusive relationship?
No. Our average customer relationship is over 10 years, but for those with a specific, impending need, we can build a website or deliver a project that you can maintain with occasional or no help from us. Cognitive Technologies, for example: The look and structure of their site is 7 years old. With some talented people in house, they keep it fresh and up to date.

How are your rates structured?
Our blended rates are significantly less than an advertising agency, even within the Rochester market. It’s our approach, though, that creates real cost savings:

Start with a foundation of key messages per target market, and a solid brand/image.

Rapid prototype tools and marketing collateral to get a reaction quickly

Minimize time spent by your subject matter experts by creating rough content for their input

More cost efficiencies come over time: from building knowledge of your business and products, so that we can save your and our time on each subsequent deliverable.