Profitable Niche Markets
Selling to Optical Goods Service and Repair Businesses
For many entrepreneurs, selling to optical goods service and repair businesses is key for achieving revenue goals. To dominate in the optical goods service and repair business industry, you'll need to closely adhere to a handful of sales fundamentals.
Not surprisingly, optical goods service and repair businesses play by the same rules as any other type of business; they respond to businesses that offer solid, affordable products.
New entries to the marketplace need to develop a comprehensive sales plan that is built on industry fundamentals.
Casting a Broad Net
The first step in selling to optical goods service and repair businesses is to take a broad approach to the marketplace. Strategies that are isolated to the local market are not likely to succeed in an environment that leverages the benefits of long-distance sales techniques.
Although a geographic concentration may be a useful strategy for new sellers, you will eventually need to increase your bandwidth to include prospects outside of your initial range. You can also broaden your prospect base by expanding your product line or by creating strategic partnerships with suppliers of complementary goods.
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 optical goods service and repair business 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 channel their energy toward initiatives that support their value proposition. Although lead lists obtained from third-party vendors like Experian can improve the flow of prospects to your team, 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.
How to Evaluate Sales Staff
Periodic staff assessment is essential for companies that sell in this industry. Businesses that achieve significant market share hire top-end producers 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 optical goods service and repair businesses.
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