Sales and Marketing For Metalworking Manufacturers

Athena has extensive experience across a range of metalworking processes, including CNC machining, Swiss screw machining, sheet metal fabrication, stamping, roll forming, welding, laser and waterjet cutting, wire EDM, structural steel fabrication, hardware manufacturing, and metal finishing. This industry experience helps the team understand the capabilities manufacturers need to promote and the types of companies, applications, and sales opportunities they want to pursue.

Athena SWC starts by working with the manufacturer to clearly define its target market and the criteria that make an opportunity worth pursuing. Its team researches target companies and their decision makers; develops value-focused, manufacturer-specific messaging and content; and, depending on the program, uses inbound marketing and outbound prospecting to develop and nurture relationships. Qualification questions are based on the manufacturer’s definition of a qualified opportunity, so salespeople receive leads that fit the criteria established at the start of the program. The team discusses common objections during the call script development session, so they’re prepared to keep the conversation moving in a positive direction and increase the chance of conversion.

Athena SWC handles front-end activities, such as research, prospecting, outreach, website optimization and content development, lead qualification, website lead follow-up, and appointment setting. Athena SWC can also follow up on leads the sales team has lost contact with, follow up on quotes, and gather information needed from the prospect for a quote. This lets the sales team focus on selling, quoting, and closing instead of managing early-stage prospecting activities.

Yes. Athena can research and develop target markets based on the types of customers and opportunities a manufacturer wants to pursue. This can include identifying companies that meet specific qualification criteria, finding decision-makers and influencers, and adjusting targeting as the team learns more about the market. Because Athena SWC’s team has vast experience, they can tell you how challenging it may be to break into the desired market and, in some cases, advise against it and suggest a better fit. Athena has used this approach with manufacturers seeking to enter new market segments and have helped them reduce dependence on a limited customer base.

Athena SWC’s model separates front-end business development from the later stages of the sales process. Its team supports activities such as market targeting, prospect research, content and messaging, inbound marketing, outbound prospecting, lead qualification, and pipeline support. The manufacturer’s salespeople can then focus on qualified opportunities and move them through the sales cycle. Hiring another salesperson whose time is fragmented won’t be as successful as having one who can focus on selling. Manufacturers Reps often work for manufacturers and prioritize work that brings them the highest income, which is often repeat sales from existing customers. Prospecting is time consuming and takes away from their selling time as well.