How to Sell to a Generation that Won’t Answer Your Calls, with Damon Pistulka-EP 239

Swarfcast

On today’s show I’m bringing back one of my favorite past guests on the podcast—Damon Pistulka.

The first time Damon was on the show he talked about his company Exit Your Way, which helps businesses level up for successful acquisitions.

Today he is going to talk about his other venture, B2BTail, which advises small manufacturing companies to improve their online visibility to potential buyers.

Damon says that a significant portion of today’s manufacturing buyers belong to Gen Z.

And the most effective way to connect with them is through YouTube and social media videos that showcase your company’s work and humanize your business.

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Interview Highlights

From Thomas Register to Digital Marketing

With nearly 40 years of manufacturing sales experience, Damon offers a unique perspective on how the industry has transformed. In the early 1990s, sales professionals, like himself, in the manufacturing field relied heavily on the Thomas Register directory to find potential clients. The process involved cold calling from phone books, setting appointments, and extensive in-person networking.

By the early 2000s, rudimentary websites appeared, serving primarily as digital billboards. Email began changing communication patterns, but sales still depended heavily on trade shows, industry associations, and face-to-face meetings.

By 2010, digital transformation was in full swing, dramatically altering buyer expectations and behavior.

Today’s Manufacturing Buyers

Today’s purchasing agents often come from a generation raised on Amazon and instant digital gratification. Many are under 30 and prefer conducting research online rather than through phone calls or meetings. They’re frequently generalists responsible for buying everything from hydraulic hoses to CNC parts without specialized manufacturing knowledge.

“They want to be able to do a lot more research,” Damon explains. “When they’re figuring out what TV to buy at home, they can look at 17 different options on Amazon. They want to do that at work too.”

Digital Foundation for Manufacturers

Damon recommends manufacturing companies establish a focused digital presence:

1. Define your specialty: “Don’t try to talk to everyone or make it look like you can build anything for anyone,” Damon advises. Specialization helps buyers quickly determine if you’re the right fit.
2. Build a functional website: It doesn’t need to be fancy, but should clearly explain what you do, why you’re the solution to their problems, and make contact easy.
3. Create authentic video content: “Get on YouTube and talk about what you do and why you got into business,” Damon suggests. Production value matters less than authenticity—smartphone footage with a decent microphone is sufficient.
4. Leverage LinkedIn: Unlike other social platforms, LinkedIn is designed for professional networking and can connect you directly with decision-makers.

The Human Connection in a Digital Age

Despite technological changes, the human element remains crucial. Damon notes that potential clients might watch hours of your videos before deciding you’re the right partner—something they’d never do in a face-to-face meeting.

“The weirdest thing that happened,” Damon shares, “is people would call me up and act like they knew me” after watching his videos. This digital familiarity creates trust before the first conversation even happens.

By embracing these new communication channels, small manufacturers can position themselves effectively in today’s digital marketplace while maintaining the personal connections that drive business relationships.

For more information on Damon’s services or podcast, Faces Of Business, look him up on LinkedIn or go to his website.

Questions:

Has your company invested in video content? If so, what kinds of videos have generated the most engagement with potential customers?

Do you think the human element in sales is being lost, or just transformed? Does that bug you?

This summary was aided by claude.ai