Sales Strategies for Success in the Chemical Manufacturing Industry

Lexin Ann Morales     

The chemical manufacturing industry is a vast and ever-evolving sector. As competition intensifies and customer demands grow more sophisticated, developing an effective sales strategy has become crucial for companies aiming to thrive in this challenging landscape.

In this blog, we will dive into the intricacies of the sales approach within the chemical manufacturing industry—we will start by examining the importance of market research and customer segmentation, highlighting how a deep understanding of customer needs and industry trends can drive sales success.

Furthermore, we will address the significance of doing comprehensive demos, expanding market research and defining market signals–as these factors emphasize the need for chemical manufacturers to continually adapt and refine their offerings to meet evolving customer expectations.

Whether you are an industry professional seeking to enhance your sales techniques or an entrepreneur looking to establish a successful chemical manufacturing business, this blog will equip you with valuable insights and practical tips to navigate this complex terrain.

Sales strategies for successful sales performance

Extend your product portfolio

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Photo by Rodion Kutsaiev

Research has consistently demonstrated that revitalizing and expanding a product portfolio is a highly effective strategy for maintaining relevance and competitiveness in the chemical market.  Through these endeavors, companies have not only broadened their reach to a larger consumer base but also gained entry into new market segments, resulting in improved profitability for their organizations.

By proactively expanding on your existing portfolio, your company can seize new opportunities, tap into unexplored markets, and cater to evolving consumer needs. This strategic move allows them to stay ahead of the competition, foster growth, and create a more robust foundation for long-term success.

Go digital

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Photo by Antoni Shkraba

The chemical manufacturing industry is experiencing the profound impact of the digital revolution, as AI and automation continue to shape the world. This transformation has revolutionized operations and sales, driving the need for a digital presence. One effective approach is to list chemicals on online marketplaces, capitalizing on the tremendous growth of eCommerce, with over $1 trillion spent online in the US and China last year. Platforms like Knowde, BluePallet, and ChemDirect have made buying and selling chemicals easier and more convenient than ever before.

This shift towards digitization has empowered manufacturers to transcend their roles as mere "product sellers" and seamlessly integrate manufacturing and business processes. Through this integration, they can optimize sales and marketing strategies, enabling greater efficiency and accuracy throughout the chemical manufacturing process. While AI and machine learning have reduced reliance on human labor, they have significantly enhanced overall functionality.

By harnessing these technological advancements, manufacturers can achieve heightened levels of efficiency, accuracy, and productivity. Machine learning algorithms analyze vast amounts of data to identify patterns and customer preferences, facilitating data-driven decision-making. This leads to improved supply chain management, inventory optimization, and production planning. Predictive maintenance, facilitated by AI and automation, helps minimize downtime, optimize asset utilization, and reduce maintenance costs.

Increase online presence

With digital tools and apps taking over the world, it is crucial for chemical sales specialists to take advantage of the many new touch points with potential customers.

Listing your chemicals on online marketplaces, catalogues would help you gain presence in the industry. Your potential customers are always conducting research online - be where your customers are. Your listings on marketplaces can help you understand what customers are interested in, for example, some chemicals may get fewer requests for samples but the customers are more willing to follow-through and purchase.

Publishing technical documents that support claims would help gain awareness from your customers too. Reduce workload for your customers’ formulators and chemists by showing all relevant information on marketplaces and listing sites would help them come to sample request decisions much quicker.

Conduct customer sample demo

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Conducting customer sample demos, whether through trade shows or online platforms, is a vital strategy for providing customers with a comprehensive understanding of your product. These demos offer the opportunity to place samples directly into the hands of customers, enabling product development, R&D, chemists, and formulators from brand/product manufacturers to conduct stability tests, efficacy tests, and explore new formulations in their laboratories. This process facilitates the identification of potential new products that can be launched based on these innovative formulations.

Moreover, customer sample demos allow you to effectively communicate the unique advantages and benefits of your product, differentiating it from competitors. By addressing specific pain points or highlighting superior results, you can emphasize how your product stands out in the market. This direct engagement with customers enhances their understanding and appreciation of your offering, ultimately leading to increased customer satisfaction and loyalty.

Manage the sampling and testing process

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Photo by Karolina Grabowska

Let’s face it - the buying process in the chemical industry is long. Now the customer has requested sample from you - from an online listing site or from a trade show, they have to go back to their laboratory to conduct testing and innovation.

To ensure a seamless sampling and testing process, it is important to provide support at every stage of the testing process--from the first touch point to each stage of the test. As an expert in the chemical field, you can assist your customer formulators by supplying frame formulations and offering guidance to help them overcome any challenges they may encounter during testing.

By becoming an expert advisor to your customer throughout this process, you are helping them become successful in creating a new finished product that fulfill their important marketing claims.

Expand market research

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Photo by cottonbro studio

To expand your sales and identify new areas of the market with potential for growth, partnering with market research companies specializing in chemical manufacturing or ingredients can be invaluable. These experts can provide crucial insights into untapped segments where new products or suppliers can thrive. Here's how they can assist:

Comprehensive market analysis:

Market research companies delve deep into industry trends, and market dynamics. For example, ingredient intelligence companies such as Gravel offers market signals about your product (Ingredient data, finished products, and brand signals) that can be helpful to capture sales opportunities. Through meticulous analysis, they identify emerging opportunities, niche markets, and areas with unmet needs that can be leveraged for new sales.

Future-focused predictions:

By studying market trends and patterns, research firms can make informed predictions about the future direction of the chemical manufacturing industry. This enables you to proactively position your products or services in anticipation of upcoming demands and shifts in the market.

Competitive landscape evaluation:

Gain a competitive edge by understanding your main competitors. Market research companies thoroughly assess the competitive landscape, providing you with crucial information about competitor strategies, market share, pricing, and positioning. This knowledge empowers you to differentiate your offerings effectively.

Identification of market gaps:

Research companies highlight areas in the market where there is a demand for new products or suppliers. Take Gravel as an example—our advanced analytics and extensive database enable real-time monitoring of new product launches and brand activities worldwide. By proactively staying ahead of this information, you gain a competitive edge in identifying market gaps and swiftly developing innovative solutions to fill them. This positions your brand as a valuable player in the market, ready to meet evolving customer needs and surpass competitors. With Gravel's comprehensive insights, you can make informed decisions and strategically navigate the ever-changing landscape of the industry.

Strategic decision-making support:

Armed with accurate and up-to-date market data, you can make informed decisions about product development, market entry strategies, pricing, and distribution channels. This minimizes risks and maximizes the potential for success in new market areas.

Be updated about the finished product price:

A chemical ingredient may account for significant cost of a finished product. Keeping yourself update with finished product price distribution offers many pros, including the impact of a chemical ingredient on a finished product’s competitiveness in the market. The exact same formulation can be priced different in the market if the finished product types are different, for example, a face cream will always be priced higher than a foot cream, even the two formulations are exactly the same. By analyzing costs, market demand, and pricing strategies, your company can strike a balance between maximizing revenue and maintaining a healthy profit margin—maintaining an effective pricing strategies that can help optimize profitability.

The chemical manufacturing industry presents unique challenges that demand a tailored approach to sales. By grasping these challenges and excelling at selling within the industry, companies can maximize their market potential and outperform competitors—unlocking their true market potential and stay ahead of the competition.

Unlock sales opportunities with Gravel

With Gravel, you can unlock success in your sales strategy with our advanced analytics and comprehensive data. We help chemical manufacturers to informed decisions, drive revenue growth, and stay ahead of the competition. Our cutting-edge tools and data insights can help you optimize your sales and marketing approach, identify untapped emerging demand for chemicals, and uncover new applications and markets for your chemicals. Take your sales strategy to new heights with Gravel—book a demo today.