January 24, 2021  
 
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Selling to Niche Markets

 

Selling to Art Museums

It's common knowledge that many art museums are experiencing growth trends, and smart vendors are laying out a strategy to sell to this growing market. Here is the information that will help you get started selling to this market.

In the current B2B sales environment, even small missteps can have dramatic consequences for your company's bottom line and impede your selling success.
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With perseverance and strategy in your corner, it's possible to penetrate the market and receive an acceptable return for your efforts.

Know Your Products

In reality, most art museums aren't interested in undifferentiated, non-specific product and service offerings. Before they commit to a purchase, they want to know everything there is to know about your product.

In this industry, a unique value proposition can be the deciding factor in conversions. It's critical for your sales team to be knowledgeable about product specifications and support. If you're selling a service to art museums, your sales force must be intimately familiar with the features contained in your service agreements and be prepared to resolve customer concerns during the sales cycle.

Gaining Traction in the Marketplace

Every B2B business hopes to achieve viral buzz for their products. But viral marketing strategies are unreliable, at best.

To succeed with art museums, you'll want to apply a diverse mix of marketing strategies that leverage multiple marketing channels.

Many sellers purchase lead lists from recognized list providers. If you're in the market for a good lead list provider, we recommend Experian Business Services, an established vendor with a proven track record of delivering current and targeted lists of art museum contacts.

How to Evaluate Sales Staff

Regular sales force reviews are necessary for companies that sell in this industry. Businesses that achieve significant market share recruit the cream of the crop 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 art museums.

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Is there something we didn't cover? We're always interested in hearing about new strategies for marketing to art museums and welcome your feedback, tips, and questions!


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