Supplier science can build trust and fortify product claims. It can add interest to a product story and generate confidence in buyers. B2B website content is often good at describing benefits and features. Some of it may already be known or shared by competitors. Content derived from, or depicting, supplier science is unique and can help companies differentiate their products.
Credible Sources Build Trust
When phytonutrients manufacturer Sabinsa Corporation introduces new functional ingredients to the foodservice industry they let Dr. Reza Kamarei, who received a Ph.D. in food science and technology from Massachusetts Institute of Technology, talk for them. He presented his company’s research findings at the recent SupplySide Science Tour in Chicago. Dr. Kamarei cited a phytonutrient’s history, stability, clinical effectiveness, self affirmed GRAS (generally recognized as safe) and results from a clinical trial. This is something a sales person or engineer cannot do. Research from a credible source makes a customer such as Tutti frutti frozen yogurt feel good about including ingredients with potential health benefits in their product.
Translate Supplier Science Through Storytelling
We are not a nation of science geeks. But we appreciate what science can do for us. Iriduim, a global mobile satellite communications company, establishes credibility with storytelling through its Adventure Stories. Their reliable sources happen to be their customers. The stories are culled from actual events that affirm product capability and generate confidence in its application.
Can routing and mapping software make logistics company managers feel like Magellan? Computer science and technology provides navigation tools to find not just any trucking route, but the fastest (and most economical) route. INRIX predictive traffic forecasts take into account weather, road construction and local variables. Accuracy and reliability are important so INRIX mentions their research and development efforts in the website copy. They also mention why Ford chose to partner with them.
In the B2B world supplier science can diffuse skepticism and help sell products. Content based on supplier science can bridge gaps and create confidence during the decision process. Content formats go beyond website copy. It can include video demonstrations, whitepapers, news releases, case studies and print material. Because science may be specialized find a content writer who can translate science-based information into a useable format for the audience.
How does supplier science play a role in differentiating your products?