Trial by Fire
In the absence of tradeshows & face to face customer meetings, which have been the staple for developing relationships and selling technically focused capital goods, the covid pandemic has brought about forced learnings resulting in new methods and efficiencies. A recent article by WATT Global Media focuses on how businesses have adapted during the pandemic and fundamental changes that are anticipated for years to come.
In this article, V.P Karl Arnold discusses points of focus for Insta-Pro Intl and our customers. Below are the top 3 points to consider for 2021 and beyond.
- As reliance on tradeshows and face to face meetings became disrupted for suppliers and customers, it provided a unique opportunity to lean into technology for filling these voids. We have found adoption and use of TEAMS & ZOOM became accelerated and ultimately an effective “next best way” to maintain face to face meetings.
- The impact of loss of tradeshows, had obvious negative impact on generation of leads and advancement of sales processes, but equally impacted was the loss of networking which previously provided insights into the marketplace from fellow exhibitors and attendees. In addition to participation in virtual tradeshows, we have resurrected our webinar format to a targeted audience with targeted messaging. This approach proved successful with strong participation and positive attendee feedback.
- Our other major learning came from the real challenge of not being able to provide in-person, on-site services to start-up and commission equipment purchased by our customers. Once again, we leaned into technology to provide, where possible, virtual technical services. Whereas this is not a replacement to in-person on-site services, it has allowed customers to become operational sooner.
We are always looking for ways to meet our customer’s needs and these new practices have provided efficiencies and will be part of our standard sales, marketing and service offerings moving forward.
