Customer clinics are a great opportunity for precision or general equipment marketing, writes Erin Hightower on CropLife.com. These events are almost synonymous with agricultural equipment dealerships and other companies related to the industry.
Clinics are common for good reason; they hold a lot of potential value – introducing newer aspects of available products and building relationships with growers are two great opportunities that come from hosting clinics. But if they’re done in a way that’s not engaging or value-driven for attendees, clinics can have the opposite effect.
To design a clinic that will grab the attention of customers – and, equally important, potential customers – stay away from the seven deadly sins preventing you from having a dynamic clinic. While most of this advice is coming through the eyes of an equipment dealership, others who host clinics, such as consultants, crop input suppliers, or even manufacturers can apply these tips to their events as well.
Sin #1: Only Talking About Sales Points
It’s understandable that companies are proud of the products they offer. Equipment dealerships have close partnerships with manufacturers and trust in the equipment they offer. While there’s no shame in showing that excitement and highlighting a specific machine, and its features and benefits, allowing clinics to become overly-detailed and sales-focused is counter-effective.