Capitalizing on Niche Markets
Selling to Painting and Decorating Businesses
The word is out that many painting and decorating businesses are experiencing growth trends, and smart vendors are hoping to target sales prospects in this market. If your offerings appeal to this market, it's time to learn how to sell to painting and decorating businesses in the current business climate.
There are no universal approaches for selling to painting and decorating businesses. The basis for success is the same as it is in many other industries.
Companies that market to painting and decorating businesses have to be prepared to communicate their product strengths to customers who are extremely knowledgeable about the marketplace. Here are some of the other things you'll need to sell products to painting and decorating businesses.
Networking Tips
The painting and decorating business industry is relationship-based. Businesses that sell in the industry routinely use networking to advance 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 encourage networking strategies and proactively model relational sales techniques.
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 painting and decorating business owners, these companies flood the industry 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 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.
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 painting and decorating business industry, niches can be based on geographic, demographic or industry-specific factors. For niche sellers, advance research is essential. Don't assume that there will be demand for a niche product line unless you have done your homework and can support your expectations with solid research.
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