Sell to Your Target Market
Selling to Ship Management Businesses
The problem with selling to ship management businesses is that misguided efforts can threaten your entire plan for success. For businesses that market to ship management businesses, the focused selling strategies discussed in this article can be important for breaking into the industry.
There are no one-size-fits-all strategies for selling to ship management businesses. The basis for success is the same as it is in many other industries.
Most ship management businesses expect stellar service from the companies they do business with. But service alone isn't enough. For B2B companies that sell to ship management businesses, the consistent application of sound business principles is just as important as your relationships with your customers.
Effective Marketing Strategies
Effective sales strategies begin with marketing, and the marketing strategies for ship management businesses are as diverse as they come.
Yet in this industry, marketing effectiveness is rooted in the ability to target key decision makers. Whether it's direct mail or a technology-rich online campaign, any initiative that fails to reach decision makers is a waste of time and resources.
Since your sales revenues hang in the balance, you can't afford to rely on stale or inaccurate sales leads. Third-party lead lists may be the best resource for making sure your team is equipped with the most up-to-date information possible. If you aren't happy with your current lead list provider, you may want to consider Experian -- a third-party lead list vendor with a reputation for providing regularly updated and sorted ship management business leads.
Role of Owners & Managers
Owners and managers are active players in selling to ship management businesses. Front line visibility is essential for large accounts, but your sales team can benefit from occasionally participating in joint sales activities with the owner or sales manager.
By periodically accompanying your reps in the field, you gain valuable information about the market and the execution of your sales strategy.
Hiring Staff
Your sales force is your most valuable sales asset. A first-rate sales strategy is ineffective if your sales team is unable to do their jobs effectively.
Most ship management businesses appreciate the value of sales professionals who are conversant in the industry and knowledgeable about their product lines. When a customer has a problem with an order, they typically reach out to their sales contact so it's imperative for your team to be trained in techniques for service after the sale.
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