Niche Sales Strategies
Selling to Dental Phobia Practices
The territory of dental phobia practices is fertile ground for companies that take the time to understand the market. Here are some of the things that are required to sell to dental phobia practices in today's marketplace.
Although there is a strong market for products geared toward dental phobia practices, penetrating the market can be daunting.
More often than not, the best B2B businesses achieve success through the consistent application of proven selling concepts. That's especially true in the dental phobia practice industry where small oversights can translate into losses in market share.
Avoid Ambiguous or Confusing Sales Messages
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.
For maximum impact, the identification of key messaging should be incorporated into a comprehensive planning process that combines sales and marketing into a coherent strategy.
The next step is to narrow the field 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 dental phobia practices that can be customized to your precise specifications.
How to Evaluate Sales Staff
Periodic staff assessment is essential for companies that sell in this industry. Businesses that achieve significant market share hire quality candidates 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 dental phobia practices.
Industry Experience
In dental phobia practice sales, industry experience is fundamental requirement. Although it isn't necessary to have decades of front line experience, it helps to speak the industry language and to be acquainted with the concerns of a typical dental phobia practice.
B2B sellers who lack industry experience can augment their background by subscribing to trade journals, partnering with industry insiders and immersing themselves in the industry culture. Remember, dental phobia practices may also be more open to sellers within their network, so it's important to make new contacts as quickly as possible.
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