Selling More
Selling to Used Appliances Businesses
The territory of used appliances businesses is fertile soil for B2B sales. Don't forget that used appliances businesses aren't easy sales marks -- here's what you'll need to convert prospects into customers.
As it turns out, used appliances businesses play by the same rules as any other type of business; they respond to businesses that offer solid, affordable products.
Leveraging the strength of the market, entrepreneurs are knocking on the doors of the marketplace, eager to earn their share of the profits. Competition can be tight, so new businesses have to be careful about the way they approach used appliances businesses.
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 used appliances business owners, these companies flood the industry with high-priced marketing content in hopes of gaining quick momentum with 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 equip your sales force with targeted 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.
Industry Experience
In used appliances business 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 used appliances business.
B2B sellers who lack industry experience can supplement the shortfall by subscribing to trade journals, partnering with industry insiders and immersing themselves in the industry culture. Remember, used appliances businesses may also be more open to sellers within their network, so it's important to expand your industry contact base as quickly as possible.
Sales Team Considerations
The majority of businesses that sell to used appliances businesses take a team sales approach.
Although your team may be comprised of individual sales reps, each rep has to recognize their role in the team strategy. There is simply no room for mavericks in this industry! Team-based training programs and other initiatives can be beneficial, but the best strategy for encouraging buy-in to a team sales model is for owners and managers to become role models for teamwork.
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