How to Sell to Niche Markets
Selling to Elderly Companion Services
Most elderly companion services are willing to hear a good sales pitch from a qualified vendor. Don't forget that elderly companion services aren't easy sales marks -- here's what you'll need to convert prospects into customers.
There are no universal approaches for selling to elderly companion services. The basis for success is the same as it is in many other industries.
New entries to the marketplace need to develop a comprehensive sales plan that leverages the lessons that have been learned by the most successful players in the industry.
Industry Experience
In elderly companion service sales, industry experience is a huge plus. Although it isn't necessary to be a twenty year industry veteran, it helps to speak the industry language and to understand the pressure points of a typical elderly companion service.
B2B sellers who lack industry experience can compensate for inexperience by subscribing to trade journals, partnering with industry insiders and immersing themselves in the industry culture. Remember, elderly companion services may also be more friendly to sellers within their network, so it's important to expand your industry contact base as quickly as possible.
Marketing, Promotions & PR
Young B2B companies are often tempted to buy their way into the market. Rather than taking the time to develop relationships with elderly companion service owners, these companies blanket the market with high-priced marketing content in hopes of scoring fast conversions from buyers.
Marketing is useful and necessary. But new businesses should focus their marketing budgets on initiatives that support their value proposition. Although lead lists obtained from third-party vendors like Experian can dramatically increase the quality of your prospects, the effectiveness of your marketing efforts is limited to your team's ability to connect marketing, promotional and PR messaging with your company's unique product traits.
Putting It All Together
Ultimately, there is no single strategy that can guarantee conversions in your efforts to sell to elderly companion services. It's often a combination of techniques that converts prospects to customers.
Although it's easy to get caught up in the micro-level details of the selling cycle, sellers in this industry need to maintain a macro perspective that incorporates proven sales techniques into a carefully designed sales strategy.
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