How to Sell to Niche Markets
Selling to Excelsior Businesses
It takes a strategy that incorporates skills and determination to be successful selling to excelsior businesses. For companies that sell to excelsior businesses, the streamlined sales strategies discussed in this article can critical in penetrating the industry.
Technology and technique are important. But in a B2B sales environment, they may be less important than other critical resources.
The process of converting excelsior businesses from prospects to satisfied customers isn't random. It takes intentionality from owners and managers to create a strategy that connects your products to your customer base.
Aggressive Recruiting
Bottom line success begins with aggressive recruiting tactics. Your company can't afford to send an inferior sales team into the field.
Companies that sell to excelsior 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 work ethic will ultimately hamper your sales efforts, no matter how good they look on paper.
Marketing Mix
Since marketing and sales go hand in hand, your company's marketing mix plays a central role in bottom line sales revenue. The industry's leading sellers employ multichannel marketing strategies and prioritize channels that target decision makers.
Despite the fact that there are multiple way to market to excelsior businesses, B2B sellers can almost always benefit from outsourcing lead generation to a third-party provider. Experian and other vendors maintain accurate and up-to-date lists of excelsior businesses. For many businesses, these lists set the stage for the rest of the sales cycle.
Role of Owners & Managers
Owners and managers play an active role in selling to excelsior 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 can build relationships with the people you count on to close sales.
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