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Niche Sales Strategies

Selling to Dialysis Clinics

The word is out that many dialysis clinics are experiencing growth trends, and smart vendors are laying out a strategy to sell to this growing market. To dominate in the dialysis clinic industry, you'll need to flawlessly execute fundamental selling techniques.

Over the past several years, dialysis clinics have experienced moderate growth rates compared to other businesses.

Dialysis Clinic

Companies that market to dialysis clinics have to be prepared to communicate their product strengths to customers who are savvy about marketplace realities. Here are some of the other things you'll need to sell products to dialysis clinics.

Marketing to Dialysis Clinics

There are several ways to market your products to dialysis clinics. In addition to personal contacts, advertisements in relevant media combined with online marketing techniques can substantially boost conversions and revenue.

Many businesses find that direct marketing is also helpful in marketing to dialysis clinics because it is a non-threatening resource for introducing their products to new customers.

The first step of a successful direct marketing strategy is to obtain a lead list from an established third-party provider like Experian Business Services, a company with a reputation for quality and service. From there, you can customize your direct marketing approach toward your company's strengths and perceived needs in the marketplace.

How to Evaluate Sales Staff

Periodic staff assessment is essential for companies that sell in this industry. Businesses that achieve significant market share recruit the cream of the crop 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 boosting sales and employee morale. In some instances, it may be appropriate to team underperforming sales reps with reps that have more experience selling to dialysis clinics.

Research the Market

Start with good market research, which is a prerequisite for profitability in this industry. High volume sales teams conduct thorough research on market demand, pricing and niche opportunities.

More importantly, they research and evaluate the specific dialysis clinics that they want to add to their customer roster.

Since relationships are an important part of the selling process, meetings with dialysis clinics leaders and their staff often form the backbone of the sales cycle. These meetings can also provide information that can be leveraged to exploit weaknesses in competitors' sales models.

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