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Sales Advice By Market

Selling to Auto Service Clubs

If your business is missing sales benchmarks, take a minute and read our tips on selling to auto service clubs. Don't forget that auto service clubs aren't easy sales marks -- here's what you'll need to convert prospects into customers.

In the current B2B sales environment, even small mistakes affect your company's bottom line and impede your selling success.

Don't be intimidated by the speed of the marketplace. Although speed is important, sales fundamentals and logical strategies will make the biggest difference in the success or failure of your selling efforts.

Internet Strategies

With auto service clubs increasingly using the Internet to locate vendors, it's becoming more important for B2B sellers to develop online sales strategies.

A user-friendly website is the centerpiece of all of your other online sales and marketing activities. However, you should also consider incorporating email advertising, SEO, social networking and other techniques into your sales and marketing mix.

Customer Profiles

Emerging sellers in the auto service club market are advised to work up detailed customer profiles before they invest in a specific sales strategy. A little industry knowledge can go a long way toward equipping your team with the tools required to convert high value auto service club leads.

In this industry, it is especially important to develop a customer-focused approach. As a rule, auto service clubs are very skilled at spotting B2B companies that are out of touch with the industry and many will hold out for more knowledgeable suppliers, even if it means paying a slightly higher price.

How to Communicate Your Message

Messaging is an important part of a successful sales strategy. Confused messaging dilutes the sales cycle and makes it difficult for prospective customers to discern the value of your products.

Ideally, the identification of key messaging should be incorporated into a comprehensive planning process that combines sales and marketing into a single, unified strategy.

The next step is to reduce your contact list to the contacts who are most likely to respond to your messaging. Although lead generation techniques are diverse, lead lists can be a useful resource for generating a list of prospects that are receptive to your messaging. Vendors like Experian specialize in providing targeted lists of auto service clubs that can be customized to your precise specifications.

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