Industrial Growth Institute

Busting Myths and Dropping Truths About B2B Industrial Sales with Derek Baer

B2B sales in 2025 is confusing. On the one hand, it's just the same as it's been for years. We need to connect with buyers, build trust, and guide them through decisions. On the other hand, it's a completely different beast. That's why Derek Baer is in the studio this week, for a free-wheeling, no-holes-barred discussion and debate on sales topics. It's time to get comfortable being uncomfortable! We talk: * Whether to track "quotes" as a metric * Whether anyone can be trained to sell successfully * Accelerators (kickers) in sales compensation * Whether we should hire for technical/industry knowledge, and more. And the conversation is blunt. "Tell them to f$%k!ng apply" Derek says at one point! Summary Derek Baer brings a new format to the studio this week, debating and discussing B2B sales topics. He and Ed disagree about various aspects of sales, and agree about others. Topics include: * the importance of tracking quotes * the compatibility of salespeople with complex B2B sales * qualities that make a great sales rep * role of sales decks - significance of accelerators in compensation plans * how to manage underperformers and disrupters within sales teams. The conversation emphasizes the need for continuous improvement and investment in sales skills, drawing parallels between sales and other professional pursuits. Chapters 00:00 Introduction to Sales Metrics and Tracking Quotes 09:04 The Compatibility of Salespeople in Complex B2B Sales 15:56 Defining Traits of a Great Sales Rep 23:24 The Role of Pitch Decks in Sales 27:29 Understanding Sales Accelerators and Compensation Plans 29:53 Explaining Sales Compensation to the Team 32:42 Managing Underperformers in Sales Teams 35:45 The Impact of Team Dynamics on Performance 41:19 Investing in Sales Skills for Long-Term Success   Resources Check out Derek's Sales Training [https://www.kurlanassociates.com/senior-consultants/] website.  LinkedIn: Derek Baer [https://www.linkedin.com/in/derek-baer-68a234b9/] and Ed Marsh [https://www.linkedin.com/in/edwardbmarsh/] Twitter: Ed Marsh [https://x.com/edbmarsh] Instagram: Derek Baer [https://www.instagram.com/constructingsuccess.fm/] and Ed Marsh [https://www.instagram.com/edbmarsh/] YouTube: @EdMarsh [https://www.youtube.com/channel/UCFA0TrzwVPYe3WrYH_459Og] Show Transcript  [https://edmarshconsulting.com/hubfs/Industrial%20Growth%20Institute%20Podcast/Straight%20talk%20on%20B2B%20sales%20with%20Derek%20Baer.pdf]   Insanity is Doing the Same Things and Expecting Different Results   By Einstein's definition, most industrial sales teams are insane. Buyers, their behavior, and AI have changed so much, and yet most teams are operating much the way they have for years.   Derek's straight talk deliveres an important message - so does Ed's recent paper on changes in industrial sales and marketing.   Read more from Ed's recent paper on these critical changes [https://edmarshconsulting.com/hubfs/Offer_documents/A%20Deep%20Dive%20into%20Cycles%20and%20Secular%20Changes%20in%20Industrial%20Sales%20and%20Marketing%20and%20why%202025%20is%20a%20Watershed%20Year.pdf].

Tips on How to Build an Effective Industrial Sales and Marketing Website in an AI World with Joe Jerome

If you haven't asked yourself how to build a B2B website in the new post AI world, you're site is probably underperforming. Not only has technology advanced, but buyer expectations for features, UX, navigation, and utility have changed. More importantly, the goal of your site has changed as buyer behaviors and search have changed. Today a site works mostly at the bottom of the funnel - the decision stage. So your top of the funnel marketing must be accomplished using different tools and approaches. Joe Jerome brings years of design and development experience, and a keen sense of what your industrial marketing website needs to accomplish. Chapters 00:00 Introduction to Website Strategy for B2B 05:54 Aligning Website Goals with Business Objectives 12:27 The Impact of AI on Website Design 25:50 Continuous Website Evolution vs. Episodic Projects 32:42 Balancing Aesthetics and Functionality in Design 39:38 SEO and Migration Management 44:54 The Role of Websites in the Sales Process 46:29 Understanding User Behavior on Websites 57:49 The Evolution of Website Forms 01:02:37 Empowering Marketing Teams with Website Control  01:05:51 When to Redo Your Website   Resources Check out Joe's Brand Builder Solutions [https://www.brandbuildersolutions.com/]website.  LinkedIn: Joe Jerome [https://www.linkedin.com/in/jjjerome/] and Ed Marsh [https://www.linkedin.com/in/edwardbmarsh/] Twitter: Ed Marsh [https://x.com/edbmarsh] Instagram: Ed Marsh [https://www.instagram.com/edbmarsh/] YouTube: @JoeJerome [https://www.youtube.com/@joejerome4570] and @EdMarsh [https://www.youtube.com/channel/UCFA0TrzwVPYe3WrYH_459Og] Show Transcript  [https://edmarshconsulting.com/hubfs/Industrial%20Growth%20Institute%20Podcast/how%20to%20build%20an%20effective%20b2b%20industrial%20marketing%20website%20joe%20jerome.pdf]   The Website is NOT the Only Thing That Has to Change!   AI, Google Search, SEO, buying teams, buying journeys - it's all changing. Quickly. Yes, listen to Joe's tips on how to update your website, but beyond that, there's work to do on the rest of your manufacturing marketing, your industrial sales, and more. That's what I discuss in this guide.   Read more from Ed's recent paper on these critical changes [https://edmarshconsulting.com/hubfs/Offer_documents/A%20Deep%20Dive%20into%20Cycles%20and%20Secular%20Changes%20in%20Industrial%20Sales%20and%20Marketing%20and%20why%202025%20is%20a%20Watershed%20Year.pdf].

Unlocking Machinery Revenue Opportunities for OEMs Who Embrace the Used Machinery Market with Matt Smith

If you're a machinery OEM you probably would like to ignore used machines. They're a hassle. For customers who own them, you have to provide support as components become obsolete and tribal knowledge dwindles. When you compete against yourself, that's particularly frustrating, especially when it seems like buyers are just trying to save a few bucks and don't care about the hard work of R&D and improvement that you've invested in. But buyers may see it differently, and Matt Smith draws on years of deep insight in global used machinery markets to explain why it's an entirely rational (not cheap) decision for some buyers in some situations, and why OEMs may cost themselves years of profitable new machinery and after-market sales by ignoring used machines. Stop ignoring and scoffing at used machines, and consider incorporating them into your overall offering using some of Matt's recommendations. Chapters 00:00 Introduction to the Challenge of Self-Competition 04:03 Understanding Global Asset Optimization 10:17 The Dynamics of the Used Machinery Market 19:23 Leveraging Lead Time and Flexibility 24:08 The Role of OEMs in the Used Machinery Market 31:48 Navigating Capital Investment Decisions 40:09 The Importance of Risk Management in Equipment Purchases 46:05 Conclusion and Key Takeaways   Resources Check out Matt's website and other recommended used machinery resources: AOTCO Surface Finishing [https://www.aotco.com]   Asset Industry Resources Mentioned in the Episode: Investment Recovery Association [https://www.invrecovery.org] EquipNet [https://www.equipnet.com] BidSpotter [https://www.bidspotter.com] LabX [https://www.labx.com] Surplus Solutions [https://www.ssllc.com] Surplus Sherpa [https://www.surplussherpa.com]  LinkedIn: Matt Smith [https://www.linkedin.com/in/smithmattheww/] and Ed Marsh [https://www.linkedin.com/in/edwardbmarsh/] Twitter: Ed Marsh [https://x.com/edbmarsh] Instagram: Ed Marsh [https://www.instagram.com/edbmarsh/] YouTube: @EdMarsh [https://www.youtube.com/channel/UCFA0TrzwVPYe3WrYH_459Og] Show Transcript  [https://edmarshconsulting.com/hubfs/Industrial%20Growth%20Institute%20Podcast/matt%20smith%20sales%20competition%20and%20understanding%20the%20used%20machinery%20transcript.pdf] Rethinking Our Market Attitudes and Assumptions   Recognizing the potential of used machines as a business benefit rather than a threat is just one example of how we should adjust our market assumptions.   Buyer habits and expectations are changing, just as AI is shifting how buyers search and consider complex decisions.   Read more from Ed's recent paper on these critical changes [https://edmarshconsulting.com/hubfs/Offer_documents/A%20Deep%20Dive%20into%20Cycles%20and%20Secular%20Changes%20in%20Industrial%20Sales%20and%20Marketing%20and%20why%202025%20is%20a%20Watershed%20Year.pdf].

Public Relations and Industrial Marketing in a Post SEO Content Apocalypse with Greg Matusky

If you're not embracing PR as a key pillar of your industrial marketing strategy, you're probably not going to survive the collapse of traditional SEO driven content marketing! AI is disrupting everything about how buyers think, research, learn, evaluate and buy. It's overwhelming and we can only guess about where we'll be in five years. In the meantime, we have to position ourselves to thrive amidst the trends and changes we see. That means that we must become known and trusted - and SEO experts like Rand Fishkin and Marcus Sheridan suggest that the playbook of Public Relations is an important element of that. But you have to do it right..... So this week, Greg Matusky, founder of one of the 40 largest PR firms in America, joins me to talk about AI, marketing, disruption, and the reshaped role of PR as an element of manufacturing marketing. If you're ready to go from worrying about traffic to making an industrial marketing impact, hit play and learn from Greg. Chapters 02:12 Understanding the Role of PR 06:04 The Evolving Landscape of PR and Manufacturing Marketing 23:31 Building Relationships Through Video 30:36 Navigating PR Strategies 33:15 The Future of SEO, PR, and Industrial Manufacturing Revenue Growth 54:09 The Future of AI and PR 01:07:08 Managing Long-Term PR Trends 01:10:20 The Board's Role in PR 01:13:34 The Critical Role of PR in Industrial Marketing   Resources Check out Greg's website and podcast: Gregory FCA [https://gregoryfca.com/] and The Disruption is Now [https://gregoryfca.com/the-disruption-is-now/] LinkedIn: Greg Matusky [https://www.linkedin.com/in/gregmatusky/] and Ed Marsh [https://www.linkedin.com/in/edwardbmarsh/] Twitter: Greg Matusky [https://x.com/GMatusky] and Ed Marsh [https://x.com/edbmarsh] Instagram: Ed Marsh [https://www.instagram.com/edbmarsh/] YouTube: @GregoryFCA [https://www.youtube.com/@GregoryFCA] and @EdMarsh [https://www.youtube.com/channel/UCFA0TrzwVPYe3WrYH_459Og] Show Transcript  [https://edmarshconsulting.com/hubfs/Industrial%20Growth%20Institute%20Podcast/Greg%20Matusky%20on%20Public%20Relations%20as%20Part%20of%20Industrial%20Marketing.pdf] You're Marketing and Selling to YESTERDAY'S Buyers!   Buyers' behaviors are shifting quickly. Industrial sales and manufacturing marketing teams must adapt radically and quickly. Traditional approaches are failing. We need to change, but first we need to understand how buyers are changing, how their behaviors are evolving, and what that means to us.   Read more from Ed's recent paper on these critical changes [https://edmarshconsulting.com/hubfs/Offer_documents/A%20Deep%20Dive%20into%20Cycles%20and%20Secular%20Changes%20in%20Industrial%20Sales%20and%20Marketing%20and%20why%202025%20is%20a%20Watershed%20Year.pdf].

The Five Buying Decisions Key to Industrial Sales Success

A simplistic sales process sets your team up to fail. Most industrial sales teams never even know who makes the real buying decision! Want to forecast accurately? You must understand how these five buying decisions shape the buying journey, and your sales process must address them! Host Ed Marsh lays out his theory of five buying decisions in this solo Episode #71 of the Industrial Growth Institute Podcast Summary In this episode, Ed Marsh discusses the complexities of B2B industrial sales, emphasizing the importance of understanding the buying process and the critical decisions that influence sales outcomes. He illustrates that in most complex B2B buying decisions, the real decision is made without the reps, or even many influencers, even knowing. The five buying decisions include: 1. to commit some resources to evaluating the potential improvement of a change 2. to request capital 3. to approve capital 4. how to select a vendor 5. vendor selection And most complex sales teams and manufacturing marketing departments focus on decision number five - vendor selection - with endless talk about what they make and do. He highlights the challenges faced by sales reps, the need for business acumen, and the significance of engaging with decision-makers early in the sales process. The conversation outlines five key buying decisions that impact sales success and offers strategies for improving sales effectiveness in a competitive landscape. Takeaways * Most complex industrial purchases must pass through hurdles of five buying decisions * Decisions 2 & 3 determine whether there is even a purchase, and most reps don't know about it. * Most big-ticket complex B2B industrial sales forecasts are fantasies. * Sales reps often don't understand how business buying decisions are made. * Buying teams typically consist of eight to twelve people. * Sales reps need to bring business acumen to conversations. * Most buyers prefer a sales rep-free experience. * The first vendor contacted often wins the order. * Sales efforts focus too much on vendor selection. * Understanding the five buying decisions is crucial for sales success. * Sales reps must engage with decision-makers early in the process. * Creating projects rather than just finding them is essential for success. Takeaway Quote from Ed Marsh * "In many cases, the board is going to sign off." Learn more about the five buying decisions here. [https://www.edmarshconsulting.com/blog/decision-maker-is-a-ghost-in-capital-equipment-sales] LinkedIn: Ed Marsh [https://www.linkedin.com/in/edwardbmarsh/] Twitter: Ed Marsh [https://x.com/edbmarsh] Instagram: Ed Marsh [https://www.instagram.com/edbmarsh/] YouTube: @EdMarsh [https://www.youtube.com/channel/UCFA0TrzwVPYe3WrYH_459Og] Show Transcript  [https://edmarshconsulting.com/hubfs/Industrial%20Growth%20Institute%20Podcast/Ed%20Marsh%20Five%20Buying%20Decisions%20Industrial%20Growth%20Institute%20Podcast.pdf] Chapters 00:00 Understanding the Flaws in B2B Sales Forecasting 02:46 The Complexity of B2B Sales 05:38 The Five Critical Buying Decisions 08:00 The Role of Sales Reps in Complex Sales 11:19 Navigating Capital Approval Processes 14:10 The Importance of Business Acumen in Sales 17:15 Creating Projects vs. Finding Opportunities 20:05 Conclusion and Call to Action