One of the main focuses of the B2B world is generating new leads, the process of searching for potential customers, clients.
There is no difference when it comes to companies that supply raw materials. You need a sales prospecting plan and its execution in order to sell more.
In other words, you have to find and build good business relations with formulators and those who source materials for their production.
“Only 18% of marketers say outbound practices provide the highest quality leads for sales”. (Source: HubSpot, 2018)
Over the past decade, B2B buyers have evolved when it comes to deciding on professional solutions or products. Old school methods of cold calls and pushing materials your clients don’t need won’t work anymore.
“Instead of turning to traditional sources like sales reps and vendors, B2B shoppers now turn online. Most B2B shoppers are 57% of the way through a new purchase before they reach out and 93% prefer to buy online”. (Source: Shopify.plus)
Formulators are searching for the right products online, long before they contact you.
What does this mean for the lead generation processes and follow up tactics in the business of supplying and distributing raw materials/chemicals?
Rather than focusing on general rules, every company should follow when it comes to lead generation, let’s jump straight into the specifics that apply to the chemical industry.
Find out if you’re losing quality leads daily and overpay for the ones who are not a good fit for what you sell.
Getting the right information on the material:
This is the biggest stumbling block of the chemical industry.
Formulators are finding it hard to get all the needed information on the material they need.
Search engines that are scattered (every company has their own) are often too general, they lack the personalized options (like searching by exact parameters) and in the end, information is given on a static paper, PDF (formulators can’t compare characteristics of different materials side-by-side).
Moreover, data from the technical and safety data sheets often don’t give enough information.
Formulators are interested in how well the individual material/chemical fits in their formulation, how will certain material challenge their production capabilities and affect the performance of the end product.
That’s why is not enough to solely serve material data from your portfolio but understand how your materials compare to the materials outside your portfolio too.
The process of sourcing the right material means a lot of hours spent on the web, browsing, much paperwork, manual data comparing and processing.
That means a lot of time wasted for the formulators, your potential leads. And your selling operations.
Costly sale operations:
Given the above, we now know that your leads prefer to get as much information as possible before they contact you and that this process takes them a lot of time & resources.
If they use a raw material search engine, they can’t just type in the needed parameters or choose the solution for their problem. They don’t see how the material will affect their final product regarding the hazards and parameters of the product, like VOC, density, solids, etc.
They end up with PDF files.
Because of this, you are dealing with leads who are not deep enough in the purchasing funnel, ergo overpaying for them.
What do I mean by this?
Being the system for gathering, comparing and using the information on materials is far from being efficient we have a situation that I call “Safety Data Sheet Hunt”.
You are basically wasting your time & money on serving the leads with the information that should be at their fingertips, comparable with all the characteristics and always up to date.
If you had that in order, the leads that would contact you would be much deeper in the buying funnel = more prone to buy your material.
You should invest your time and resources much more efficient and turn user experience of finding the right product with detailed information a joy to use and hassle-free experience for your customers.
With information being scattered on PDF brochures, safety, and technical datasheets, your technical experts waste a lot of time on serving the information that should be available to anyone.
Moreover, this kind of data management often brings a lot of chaos internally.
Technical support should be reserved for solving complex cases for quality leads.
Marketplaces for chemicals
Marketplaces are very helpful for what they were made for. Selling chemicals: getting the quoted price and ordering materials. It sure makes the last process of buying much more convenient for both sides.
What marketplaces do not cover is the whole purchasing journey of chemicals which, as explained, is darn complicated, long and very costly for both parties involved.
Clients on the marketplace still need information beforehand.
Why are you losing quality leads daily?
Allchemist is a lot of things and among those, an excellent tool for generating high-quality leads.
Let’s break it down why?
a. The digital product portfolio, no more PDFs
Allchemist has cutting-edge search tool, which means one can search for the material by exact parameters, more than 1000 properties and 120 parameters, by coatings problem, company name, the name of the material and much more.
This is possible because material data is stored digitally and not on a static PDF.
b. Leads get so much info in the right time, in the right way/ customer-centric approach
Let them simply log in to Allchemist, search for the needed type of the material, match its parameters and properties with the new or pre-existing formulation and understand how your material affects their product or the new formulation.
c. Less paper chaos internally
Imagine the efficiency of internal, cross-dept communication with digitally stored data in one place that is easy to maintain and shareable?
Your product portfolio would be always up to date and there wouldn’t be confusion of the latest valid version anymore. You can share each material data as easy as it is to share phone number via text on your smartphone.
d. Sales reps can make more in a much shorter time
With Allchemist the journey doesn’t stop offline! You can use it as a powerful selling tool.
Imagine the knowledge each sales representative would carry around with Allchemist. They could answer and accommodate their client seamlessly in no time.
These are only a handful of messages we get daily on Allchemist help chatbox. Imagine if you had your materials with direct contacts listed in Allchemist?