June 4, 2020  
 
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Marketing a Chlorine and Chlorinated Products Business

The key to success in marketing a chlorine and chlorinated products business is to combine time-tested marketing techniques with the most cutting edge strategies in today's marketplace.

A high-quality marketing plan connects your company to your customers. Without it, you'll quickly find your chlorine and chlorinated products business isolated from your base.

A lack of marketing experience can sometimes be overcome through persistence and innovation, two key features of chlorine and chlorinated products business profitability.

Customer Awareness

Many of the highest performing chlorine and chlorinated products businesses go out of their way to maintain clear channels of communication with their customers. In this market sector, managers and promoters need to be extremely familiar with their customers' needs and purchasing preferences. More often than not, failure to maintain a robust connection with the marketplace translates into poor brand recognition and lackluster sales. On the other hand, businesses that are in touch with their customers' preferences and pressure points are better equipped to create marketing strategies that connect with buyers.

Loss Leaders

The majority of chlorine and chlorinated products businesses are willing to sustain a slight loss or breakeven position on certain products and service offerings as a way to attract customers. Moreover, a loss leader marketing strategy can compensate for dead periods when customers tend to making purchases. But to be effective, loss leader marketing requires planning, especially in product selection and price points. For the majority of chlorine and chlorinated products businesses, the real benefits of loss leaders emerge through the careful marketing of other products, usually offered at a much higher margin. Also, it's important to carefully consider the quantity of discounted products you are willing to offer at the loss leader price since stockpiling or a high volume of loss leader sales can negate the revenue benefits of this strategy.

Promotional Calendars

Sloppy marketing programs have no place in growing chlorine and chlorinated products businesses. Instead of offering special promotions on the spur of the moment, we recommend creating a promotional calendar for the fiscal year. Although you can adjust the calendar as needed, advanced planning makes it easier to connect your company's marketing tactics to sales objectives, inventory levels, staffing, and other areas of the business. When used in tandem with a quality mailing list provider, promotional calendars can ensure the continuous execution of direct mail campaigns.

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