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Selling to an Industry

Selling to Cable and Wire Businesses

It's clear that cable and wire businesses are important sales targets for business sellers that are prepared for a competitive marketplace. Don't forget that cable and wire businesses aren't easy sales marks -- here's what you'll need to convert prospects into customers.

Over the past several years, cable and wire businesses have experienced slow, but steady growth.

With market momentum on their side, entrepreneurs are knocking on the doors of the marketplace, eager to earn their share of the profits. Competition is fierce, so new businesses have to be careful about the way they approach cable and wire businesses.

Marketing, Promotions & PR

Emerging B2B businesses are often tempted to buy their way into the market. Rather than taking the time to develop relationships with cable and wire business owners, these companies blanket the market with high-priced marketing content in hopes of making rapid headway 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 dramatically increase the quality of your 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.

Internet Strategies

With cable and wire businesses 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, it may also be worthwhile to integrate email advertising, SEO, social networking and other techniques into your sales and marketing mix.

Know Your Products

In the real world, most cable and wire businesses aren't interested in middle of the road products. Before they make a purchasing decision, they want to know everything there is to know about your product.

In this industry, differentiation 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 cable and wire businesses, your sales force should understand granular details of the service contract and be prepared to resolve customer concerns during the sales cycle.

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