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Niche Market Sales Tips

Selling to Broken Glass Businesses

For many entrepreneurs, selling to broken glass businesses can be a pathway to small business success. Don't forget that broken glass businesses aren't easy sales marks -- here's what you'll need to convert prospects into customers.

A good sales strategy is money in the bank. So for businesses that sell to broken glass businesses, strategic sales planning is a prerequisite for success.

If your sales strategies fall flat, your entire revenue stream could be in jeopardy. Here are a few simple strategies you can count on to deliver results.

Cost Analysis of Your Selling Tactics

Every part of your sales strategy is worthy of cost analysis. Business owners sometimes overlook cost considerations and instead, choose to invest in sales strategies that fall short of ROI expectations.

For example, even though it might seem logical to increase the size of your sales force to expand your base of broken glass business customers, the additional labor overhead may be an inefficient decision from a cost analysis perspective.

Marketing Mix

Since marketing and sales go hand in hand, your company's marketing mix plays a central role in bottom line sales revenue. The industry's leading sellers employ multichannel marketing strategies and prioritize channels that target decision makers.

Although there are no one-size-fits-all marketing strategies for broken glass businesses, B2B sellers often achieve higher returns by outsourcing lead generation to a third-party provider. Experian and other vendors maintain accurate and up-to-date lists of broken glass businesses. For many businesses, these lists establish a framework for the rest of the sales cycle.

Sales Management Tips

Sales managers can play an important role in boosting sales volumes and improving the effectiveness of your sales team.

In this industry, sales reps tend to be highly motivated performers who are accustomed to working under tight deadlines. Even so, sales managers need to be careful to strike a balance between encouraging individual performance and maintaining a team atmosphere.

Don't neglect the fact that broken glass business owners are often sensitive to team dynamics and may not respond to sales reps who seem overly disconnected from their sales unit.

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