Secondary raw materials are not only essential to boost local production, but are also fundamental for your business. They are an essential revenue stream that, if marketed correctly, can transform your business from a waste collection/management to a supplier of raw materials.
By Samuele Barrili
In an era obsessed with sustainability, recycling, and efficient use of resources, secondary raw materials are the unpolished gems of the waste management industry. However, transitioning from a waste management service to a supplier of secondary raw materials is not just about flipping a switch or rebranding your signage. It requires a strategic, systematic approach that pivots not just your operations, but also your marketing.
Secondary raw materials are a gold mine for businesses that know how to leverage them. So, strap in. We are going to delve deep into how to morph your waste management business into a lucrative supplier of secondary raw materials.
Understand the Demand: What Are Buyers Really Looking For?
Before you can effectively market your materials, you need to know what type of items your buyers are looking fpr. This starts with understanding your potential client base. Who are they?
Manufacturers? Artisans? Construction companies? The buyer persona dictates the specifications and quality control for which you should aim, including:
• Quality: This is non-negotiable. The material should be sorted, cleaned, and graded. A poor-quality secondary raw material can be more costly for the buyer in the long run. So, invest in processes that ensure top-grade materials.
• Consistency: Buyers need to know that they can rely on a steady supply. Any variation in quality or quantity can significantly disrupt their production line.
• Price: While cheaper than primary materials, secondary raw materials should still offer cost benefits. Competitive pricing can be your strongest asset.
• Certification and Compliance: Make sure that your materials meet industry standards and regulations. An ISO certification can be a valuable feather in your cap.
The Four Ps of Marketing Secondary Raw Materials
Now, at this crucial point, you should develop a promotional strategy for the secondary raw materials you are obtaining at your plant. It is crucial because you should leverage four aspects I have defined as the Four Ps. Each of them is connected, and all of them should be connected to drive you to the final result—creating a new revenue stream for your waste company.
#1: Product
Your “product” is not just the secondary raw material, but also the value it brings to the buyer. Create a Unique Selling Proposition (USP) that articulates the benefits of your secondary raw materials over primary raw materials or other competitors. In this industry, this could mean a guaranteed level of quality, pre-sorted grades, or even just-in-time delivery services.
#2: Price
Price is more than just a number. It is a reflection of the value you are offering. However, you will need to ensure that your price is not just competitive, but also allows you a decent profit margin. Be transparent about your pricing models; the more straightforward you are, the more likely buyers will trust you.
#3: Place
The “place” refers to how and where you sell your secondary raw materials. Nowadays, a multi-channel approach is often best. This could include online platforms, B2B partnerships, and direct sales. Each channel may cater to a different segment of your buyer persona.
#4: Promotion
Promotion encapsulates all the different methods of communicating you are offering to potential buyers. This includes advertising, public relations, and your sales strategy. In a business like this, educational marketing can be especially useful. Consider creating content that helps potential buyers understand the benefits of secondary raw materials.
The Role of Technology
Modernizing your processes with technology not only improves operational efficiency, but it also becomes a selling point for
potential clients. Real-time inventory management systems, quality assurance technology, and blockchain for material tracing can all add value to your proposition.
Test, Review, and Revise
Like any strategy, your approach to becoming a supplier of secondary raw materials will need fine-tuning. Implement feedback mechanisms, not just within your organization, but also from your buyers. This invaluable information will guide future business decisions.
Wrap-Up: The Sustainable Edge
Transitioning from a waste management entity to one that is also a supplier of secondary raw materials is not a casual shift—it is a revolutionary pivot that can substantially impact your bottom line and market positioning. It capitalizes on a growing demand for sustainable, cost-effective materials, giving your business a truly modern edge. So get out there, leverage these insights, and pave the way for a business model that is not just profitable, but also sustainable. Your ledger and the planet will thank you. | WA
Samuele Barrili is a Waste Management Expert and Business Strategist. Born in Cagliari, Italy, Samuele began his career as a salesman in 2010. After earning a degree in Toxicological Chemistry at the University of Cagliari (Sardinia) and many masters in Waste Treatment, he combined his knowledge to define his mission: save the planet helping 6,000 waste management companies to continue to thrive. After nine years in the field, working as a sales and marketing manager for international firms in waste management, Samuele created M4W Marketing For Waste, the first growth agency focused on helping waste management companies.
Marketing4Waste is the first service dedicated to waste management companies. He can be reached at [email protected] or visit www.marketing4waste.com.