December 5, 2019  
 
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Selling to Niche Markets

 

Selling to Advertising Distribution Services

It's common knowledge that many advertising distribution services are expanding, and small businesses are striking while the iron's hot. Don't forget that advertising distribution services aren't easy sales marks -- here's what you'll need to convert prospects into customers.

Over the past several years, advertising distribution services have become hot prospects in the B2B marketplace.
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Many advertising distribution services expect to receive great service from the companies they do business with. But service alone isn't enough. For B2B companies that sell to advertising distribution services, the steady execution of business fundamentals is just as important as your relationships with your customers.

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Customer Profiles

Emerging sellers in the advertising distribution service market are advised to create customer profiles before they invest in a specific sales strategy. A little industry knowledge can go a long way toward equipping your team with the tools required to convert high value advertising distribution service leads.

In this industry, it is especially important to develop a customer-focused approach. In general, advertising distribution services are very skilled at spotting B2B companies that are out of touch with the industry and many will hold out for more knowledgeable suppliers, even if it means paying a slightly higher price.

Effective Marketing Strategies

Effective sales strategies begin with marketing, and the marketing strategies for advertising distribution services are as diverse as they come.

Yet in this industry, marketing effectiveness comes down to whether or not you're able to target key decision makers. Whether it's direct mail or a technology-rich online campaign, any initiative that fails to reach decision makers is a waste of time and resources.

Since your sales revenues hang in the balance, you can't afford to rely on stale or inaccurate sales leads. Third-party lead lists may be the best bet for making sure your team is equipped with the most up-to-date information possible. If you don't currently use lead lists, you may want to consider Experian -- a third-party lead list vendor with a reputation for providing regularly updated and sorted advertising distribution service leads.

Networking Tips

The advertising distribution service industry is relationship-based. Businesses that sell in the industry rely on industry contacts for leads and other aspects of the sales cycle.

Lead lists are helpful in expanding your network, but only if your sales force is willing to develop list contacts into long-term business relationships. As an owner or manager, you need to train your team in networking strategies and proactively model relational sales techniques.

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