Selling to an Industry
Selling to Custom Jewelry Retail Businesses
As the market recovers, custom jewelry retail businesses are gradually bouncing back from the Great Recession and are starting to reinvest. If your company has a history of lackluster sales results, maybe it's time to start selling to custom jewelry retail businesses.
There are no one-size-fits-all strategies for selling to custom jewelry retail businesses. The basis for success is the same as it is in many other industries.
For B2B professionals that sell to these companies, the industry's positive growth outlook makes the implementation of proven sales techniques more important than ever.
Niche Selling
New businesses that attempt to tackle the entire marketplace face a long, uphill battle. A better approach is to customize your approach to an underserved niche.
In the custom jewelry retail 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.
How to Evaluate Sales Staff
Frequent employee evaluations are a must for companies that sell in this industry. Businesses that achieve significant market share recruit the cream of the crop and routinely evaluate them against performance goals and benchmarks.
Although annual reviews may be enough for other business units, sales units should be evaluated quarterly with monthly or weekly reviews of sales totals. Training, coaching and sales incentives can be useful for improving performance and revenues. In some instances, it may be appropriate to team underperforming sales reps with reps that have more experience selling to custom jewelry retail businesses.
Marketing Channels for Custom Jewelry Retail Businesses
Even though companies market their products in many different ways, there is one truth that applies to all custom jewelry retail business marketing strategies -- no single marketing channel is capable of delivering the sales volume that you would expect to see in a leading B2B seller.
Across the industry, multichannel marketing strategies are the norm, and may include direct mail, telemarketing, print ads, email campaigns and other online strategies.
Top sellers routinely purchase lead lists as a way to drive the sales process. High quality lead lists provide a large quantity of leads that are up-to-date and targeted to high-converting prospects. In our experience, Experian Business Services has the largest and most accurate database of custom jewelry retail businesses on the market.
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