Selling to an Industry
Selling to Corporate Advertising Specialties and Promotions Businesses
As the dust clears, corporate advertising specialties and promotions businesses are gradually bouncing back from the economic downturn and are starting to reinvest. The difficult part is crafting a selling strategy that captures the attention of high value prospects.
Many corporate advertising specialties and promotions businesses depend on distributors and vendors. As such, many B2B companies build their business plans around sales to corporate advertising specialties and promotions businesses.
Frequently, successful businesses reach their goals through the consistent application of proven selling concepts. That's especially true in the corporate advertising specialties and promotions business industry where small oversights can translate into losses in market share.
Niche Selling
New businesses that attempt to tackle the entire marketplace face a long, uphill battle. A better approach is to tailor your business model to an underserved niche.
In the corporate advertising specialties and promotions business industry, niches can be based on location, business size or sub-specialties within the industry. For niche sellers, advance research is essential. Don't assume that there will be demand for a niche product line unless your assumptions are rooted in solid facts.
Direct Marketing Strategies
Direct marketing has proven to be an effective selling strategy for corporate advertising specialties and promotions businesses. The benefit of direct marketing is that it is an efficient method reaching qualified prospects with targeted messaging. From a selling perspective, direct marketing establishes a platform for relationships with corporate advertising specialties and promotions businesses that can benefit from your products or services.
The sticking point of direct marketing is lead generation. Since finding leads is time-consuming and difficult, we recommend using lead lists supplied by established third-party vendors. Over the years we've found that Experian is one of the best in the business with a reputation for supplying consistently reliable lists of corporate advertising specialties and promotions businesses that produce high conversion rates.
Review Mechanisms
It's also important to implement regular review mechanisms to evaluate the effectiveness of both your sales team and your strategy. Internal review processes should be based on quantifiable data as well as direct input from corporate advertising specialties and promotions businesses themselves.
If necessary, take action to reshuffle your strategy and team in order to accommodate changes in the marketplace.
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