The defence industry is a highly competitive and lucrative market, where companies need to constantly innovate and market their products and services to potential buyers. However, selling defence products is not as simple as selling consumer goods. Defence companies face many challenges and barriers, such as legal regulations, political sensitivities, security risks, and ethical concerns. Therefore, defence companies need to adopt a strategic and systematic approach to generate leads and make sales. In this article, we will outline a step by step process that defence companies can follow to achieve their sales goals.
Step 1: Leverage Defence Medias to Boost Brand Awareness and Visibility
The first step for defence companies is to create and maintain a strong brand image and reputation in the defence market. This can be done by leveraging various defence medias, such as magazines, websites, blogs, podcasts, newsletters, white papers, and reports. These medias can help defence companies showcase their products, services, and capabilities, as well as share their insights, opinions, and thought leadership on defence-related topics. Defence medias can also help defence companies reach a wider and more targeted audience, such as military and security personnel, government officials, policy makers, industry experts, and journalists.
As a leading defence media, Military Africa provides a credible and reliable platform to promote your brands visibility across a variety of channels.
Some of the marketing strategies that defence companies can use to leverage defence medias are:
- Banner adverts: Defence companies can place banner adverts on popular and relevant defence websites and blogs, to attract visitors and generate traffic to their own websites.
- Press release: Defence companies can issue press releases to announce their latest news, achievements, awards, contracts, partnerships, and innovations, and distribute them to various defence medias and news outlets.
- Sponsored posts: Defence companies can pay for sponsored posts on defence websites and blogs, to promote their products, services, and capabilities, and provide useful and engaging content to the readers.
- Newsletters: Defence companies can create and send newsletters to their subscribers, to keep them updated on their latest developments, offers, and events, and to build trust and loyalty.
- White papers and reports: Defence companies can produce and publish white papers and reports on defence-related topics, to demonstrate their expertise, knowledge, and research, and to provide valuable and credible information to the audience.
- Social media campaigns: Defence companies can use social media platforms, such as Twitter, Facebook, LinkedIn, Instagram, and YouTube, to create and share content that showcases their products, services, and capabilities, as well as to interact with their followers, customers, and prospects.
Step 2: Attend Defence Technology Events, Conferences, and Forums
The second step for defence companies is to attend defence technology events, conferences, and forums, where they can network and connect with potential buyers, partners, and influencers. These events are ideal opportunities for defence companies to showcase their products, services, and capabilities, as well as to learn about the latest trends, challenges, and opportunities in the defence market. Defence companies can also use these events to collect the contacts of high ranking and middle ranking military and security personnel who attended, and schedule a call with them to follow up.
Some of the ways that defence companies can make the most of these events are:
- Distribute their media materials, brochures, and magazines at the venue of the event, to attract attention and interest from the attendees.
- Set up a booth or a stand at the exhibition area of the event, to display and demonstrate their products, services, and capabilities, and to answer questions and queries from the visitors.
- Participate in panel discussions, presentations, workshops, and roundtables at the event, to share their insights, opinions, and experiences, and to establish their authority and credibility in the defence industry.
- Arrange meetings and appointments with potential buyers, partners, and influencers at the event, to discuss their needs, challenges, and goals, and to propose solutions and offers.
Step 3: Recruit Middlemen, Sales Representatives, and Marketers from Different Countries to Gather Potential Leads on Your Behalf
The third step for defence companies is to recruit middlemen, sales representatives, and marketers from different countries to gather potential leads on their behalf. These people can help defence companies expand their reach and presence in different regions and markets, where they may not have direct access or contacts. These people can also help defence companies overcome language and cultural barriers, as well as legal and political hurdles, that may hinder their sales process.
Some of the benefits of recruiting middlemen, sales representatives, and marketers are:
- They can identify and qualify potential leads, based on their needs, challenges, goals, and budgets, and provide them with relevant and customized information and offers.
- They can build and maintain relationships with potential leads, and nurture them through the sales funnel, until they are ready to buy.
- They can negotiate and close deals with potential leads, and handle the logistics and paperwork involved in the sales process.
- They can provide after-sales service and support to the customers, and ensure their satisfaction and retention.
Defence companies can pay these people either directly or through commissions, depending on their performance and results.
Step 4: Get in Touch with Potential Leads Either Through Emails or Calls, or a Combination of Both
The fourth step for defence companies is to get in touch with potential leads either through emails or calls, or a combination of both. This step is crucial for defence companies to establish and develop rapport and trust with potential leads, and to move them further along the sales cycle. Defence companies need to communicate effectively and persuasively with potential leads, and to address their pain points, objections, and concerns.
Some of the best practices for emailing and calling potential leads are:
- Use a personalized and professional tone and style, and address the potential leads by their name and title.
- Provide a clear and compelling subject line and opening statement, that captures the attention and interest of the potential leads, and motivates them to read or listen further.
- Highlight the benefits and value proposition of your products, services, and capabilities, and how they can solve the problems and challenges of the potential leads, and help them achieve their goals and objectives.
- Include relevant and credible testimonials, case studies, and statistics, that demonstrate the success and impact of your products, services, and capabilities, and that build your credibility and authority in the defence industry.
- Include a clear and strong call to action, that urges the potential leads to take the next step, such as requesting a demo, scheduling a meeting, or signing up for a trial.
- Follow up regularly and consistently, until you get a response or a decision from the potential leads, and do not give up easily.
Step 5: Organize Demonstrations and Physical Meetings to Demonstrate and Present Your Products, Services, and Capabilities
The fifth step for defence companies is to organize demonstrations and physical meetings to demonstrate and present their products, services, and capabilities. This step is essential for defence companies to showcase their products, services, and capabilities in action, and to impress and convince potential leads of their quality, performance, and reliability. Defence companies need to prepare and deliver effective and engaging demonstrations and presentations, that highlight the features and benefits of their products, services, and capabilities, and that address the needs and expectations of the potential leads.
Some of the tips for organizing and conducting demonstrations and physical meetings are:
- Choose a suitable and convenient time and location for the demonstration and meeting, and confirm the attendance and availability of the potential leads.
- Prepare and rehearse your demonstration and presentation, and ensure that you have all the necessary equipment, materials, and resources ready and working.
- Start with a brief introduction and overview of your company, products, services, and capabilities, and explain the agenda and objectives of the demonstration and meeting.
- Focus on the most relevant and important aspects of your products, services, and capabilities, and avoid unnecessary and technical details that may confuse or bore the potential leads.
- Use visual aids, such as videos, images, charts, and graphs, to illustrate and explain your products, services, and capabilities, and to make your demonstration and presentation more appealing and memorable.
- Encourage questions and feedback from the potential leads, and answer them clearly and confidently, and address any doubts or concerns they may have.
- End with a summary and a call to action, and thank the potential leads for their time and attention, and express your interest and enthusiasm in working with them.
Step 6: Prepare Your Pitch Presentation, with Convincing Materials and Evidence of Your Product Actually Working as Described. Use Videos to Showcase Real-Life Application of Your Product.
The sixth step for defence companies is to prepare their pitch presentation, with convincing materials and evidence of their product actually working as described. This step is crucial for defence companies to persuade and influence potential leads to buy their products, services, and capabilities, and to seal the deal. Defence companies need to craft and deliver a powerful and compelling pitch presentation, that showcases the value and impact of their products, services, and capabilities, and that differentiates them from their competitors.
Some of the elements of a successful pitch presentation are:
- A clear and catchy headline, that summarizes the main message and value proposition of your products, services, and capabilities, and that captures the attention and interest of the potential leads.
- A compelling story, that connects with the emotions and aspirations of the potential leads, and that illustrates the problem and solution that your products, services, and capabilities offer.
- A strong argument, that supports and validates your claims and promises, and that provides logical and factual evidence of your products, services, and capabilities, such as testimonials, case studies, statistics, and research.
- A unique selling proposition, that highlights the features and benefits of your products, services, and capabilities, and that shows how they are superior and different from your competitors, and why they are the best choice for the potential leads.
- A clear and strong call to action, that urges the potential leads to take the final step, such as signing a contract, placing an order, or making a payment.
- A convincing material and evidence, that demonstrates your product actually working as described, and that proves its quality, performance, and reliability. This can be done by using videos to showcase real-life application of your product, such as field tests, simulations, or live demonstrations.
Some of the tips for preparing and delivering a pitch presentation are:
- Use a simple and clear language and structure, and avoid jargon and acronyms that may confuse or alienate the potential leads.
- Use a confident and enthusiastic tone and style, and convey your passion and excitement for your products, services, and capabilities, and how they can benefit the potential leads.
- Use visual aids, such as slides, videos, images, charts, and graphs, to support and enhance your pitch presentation, and to make it more appealing and memorable.
- Anticipate and prepare for possible questions and objections from the potential leads, and have ready and relevant answers and solutions, that address their doubts and concerns.
- Practice and rehearse your pitch presentation, and seek feedback and improvement, and ensure that you deliver it within the allotted time and budget.
Step 7: Be Ready to Offer Technological and Technical Transfer as Part of Your Business Pitch as Well as Other Deal Sweeteners to Persuade Your Potential Buyer
The seventh and final step for defence companies is to be ready to offer technological and technical transfer as part of their business pitch as well as other deal sweeteners to persuade their potential buyer. This step is important for defence companies to secure and finalize the deal, and to ensure customer satisfaction and loyalty. Defence companies need to be flexible and adaptable, and to accommodate the needs and preferences of their potential buyer, and to offer them incentives and benefits that make them choose their products, services, and capabilities over their competitors.
Some of the examples of technological and technical transfer are:
- Providing training and education to the customer’s personnel on how to use, operate, maintain, and repair the products, services, and capabilities.
- Sharing the design, development, and manufacturing processes and techniques of the products, services, and capabilities, and allowing the customer to produce, modify, or upgrade them locally or independently.
- Granting the customer access to the patents, licenses, and intellectual property rights of the products, services, and capabilities, and allowing the customer to use, sell, or distribute them freely or exclusively.
- Some of the examples of other deal sweeteners are:
- Offering discounts, rebates, or freebies to the customer, such as additional products, services, or capabilities, spare parts, accessories, or warranties.
- Providing financing, leasing, or installment options to the customer, to ease their payment and cash flow issues.
- Giving guarantees, assurances, or warranties to the customer, to ensure their quality, performance, and reliability of the products, services, and capabilities, and to provide after-sales service and support.
- Creating long-term and strategic partnerships with the customer, to foster trust and loyalty, and to provide them with continuous and customized solutions and offers.
These are the steps that defence companies can follow to generate leads and make sales in the defence industry. By following these steps, defence companies can increase their chances of success and growth in the competitive and lucrative defence market.
