How to Sell to Niche Markets
Selling to Easels Retailers
It's a given that easels retailers are attractive sales targets in today's marketplace. For business sellers prepared to compete, easels retailers offer a steady sales revenue stream .
Penetrating the world of easels retailers can require complex sales and marketing strategies.
In today's fast-paced B2B economy, efficiency and intentionality are two things that never go out of style – especially for companies that sell to easels retailers.
In easels retailer sales, industry experience is a huge plus. Although it isn't necessary to have decades of front line experience, it helps to speak the industry language and to understand the pressure points of a typical easels retailer.
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, easels retailers may also be more friendly to sellers within their network, so it's important to make new contacts as quickly as possible.
Marketing to Easels Retailers
Marketing strategies for easels retailers are in a state of constant flux. Businesses that sell in this market have to be diligent about staying on top of trends, marketing channels and technologies. Although they aren't a one-size-fits-all solution, online marketing channels such as social media sites and email campaigns are rising to the fore.
In order to feed new easels retailer leads to your sales team, you will need to develop dependable lead generation mechanisms. One of the ways to simplify lead generation is to obtain updated lead lists. Vendors like Experian Business Services provide reasonably priced lead lists that can be filtered to accommodate multiple data fields.
How to Evaluate Sales Staff
Regular sales force reviews are necessary 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 improving performance and revenues. In some instances, it may be appropriate to team underperforming sales reps with reps that have more experience selling to easels retailers.
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