Selling to an Industry

Selling to Commercial and Industrial Paint Businesses

There's no question that commercial and industrial paint businesses are major players in a growth industry -- and that presents an opportunity to entrepreneurs who are eager to get in on the action. The hard part is crafting a selling strategy that targets top-tier buyers.

There are no one-size-fits-all strategies for selling to commercial and industrial paint businesses. The basis for success is the same as it is in many other industries.

Leveraging the strength of the market, entrepreneurs are knocking on the doors of the marketplace, eager to earn their share of the profits. Competition can be tight, so new businesses have to be careful about the way they approach commercial and industrial paint businesses.

Avoid Ambiguous or Confusing Sales Messages

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

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

The next step is to reduce your contact list to the contacts who are most likely to respond to your messaging. Although there is more than one way to capture lead contacts, lead lists can be a useful resource for generating a list of prospects that are receptive to your messaging. Vendors like Experian are adept at providing targeted lists of commercial and industrial paint businesses that can be customized to your precise specifications.

Role of Owners & Managers

Owners and managers are active players in selling to commercial and industrial paint businesses. Front line visibility is essential for large accounts, but your sales team can benefit from on-the-job partnerships with the owner or sales manager.

By periodically accompanying your reps in the field, you earn their respect and gain insights about your customers.

Aggressive Recruiting

Successful conversion rates begin with aggressive recruiting tactics. Your company can't afford to send an inferior sales team into the field.

Companies that sell to commercial and industrial paint businesses should focus their attention on self-motivated candidates. At the same time, you need to make sure your sales hires are team players. Individuals who lack a team-based track record will ultimately hamper your sales efforts, no matter how good they look on paper.

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