Are Your Certifications Helping You Win Business?

For manufacturing companies, attaining and maintaining quality certifications can take a lot of time and effort. However, your certifications can be a powerful sales and marketing tool — if you're willing to put in a little more work.

Quality CertificationsYour Certifications Matter To Buyers

Whether it's a well-known standard like ISO or ANSI, or a more niche accreditation like QS 9000 or IRIS, quality certifications let buyers know that you can meet their specific standards. It's a sign of trust that can really separate you from your competitors.

In fact, when buyers source for new products and suppliers, quality certifications are of paramount importance. According to our recent survey, Quality Certifications ranked in the top six of all factors that B2B buyers use to evaluate suppliers.

Unfortunately, however, when it comes to industrial marketing, suppliers often overlook the importance of their quality certifications. As a result, they tend to make it unnecessarily difficult for buyers to find and verify this important piece of information. It’s a seemingly small error that can add up to a huge loss of potential revenue.

Don’t make that mistake. Here are some tips you can use to leverage your quality certifications in order to win more business:

  • Put Them Online: Buyers are already 70% of the way through the industrial buying process before they reach out and contact a supplier. They do their initial research and discovery online, anonymously. That means your important information — like your quality certifications — need to be online, lest you get eliminated early in the process.
  • Show, Don’t Tell: Just listing a bunch of ISO numbers isn’t sufficient; buyers want to actually see your certification. This means having high-quality images, with up-to-date certifications at all times.
  • Make Them Easy To Find: Don’t make buyers dig for essential information. Include a link to your quality certifications in your website’s navigation.
  • Go Where Your Buyers Go: Beyond your website, you need to put your quality certifications front and center when buyers are looking for the products and services you offer. This means listing your business and maintaining your profile on Thomasnet.com — every 2 seconds, a buyer visits the platform to source products and services and find a new supplier.

More Tips To Win More Business

If you have quality certifications, you need to make sure your potential customers know about them. It could mean the difference between winning new business and being left off the shortlist.

Quality certifications are just one of the many factors that buyers use to evaluate suppliers — and one of the many items that suppliers consistently overlook. To explore the other factors that buyers are evaluating you on right now, download our free eBook, The ABCs Of Making The Shortlist.

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