24 Jul 2018

The art of persuasion

Two-way radio distributors and dealers need to persuade customers that their business is the one to work with, so a well-conceived marketing strategy is all-important, as James Atkinson finds out

No-one in the two-way radio industry has marketing budgets like Microsoft to throw about. Nonetheless, the industry has a wide customer base covering many different types of businesses and organisations, which have to be reached and persuaded that two-way radio is the right answer to their communication needs.

For that reason, having a convincing sales and marketing strategy is vital. “As an SME, marketing is massively important for raising our brand awareness and making prospects and clients aware of all our offerings,” says Michelle Williamson, marketing manager at independent dealer DCRS.

“Our business value proposition (BVP) ensures we focus on our offering across three core factors: what we do; the key benefits of using us; and how we are unique. We don’t waste time offering products that are not attractive to clients/prospects.”

The two-way radio market is arguably different from many sectors in that it often deals with customers for whom communications are mission- or business-critical.