December 3, 2020  
 
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How to Sell to Niche Markets

 

Selling to Facilities Management Businesses

The trouble with selling to facilities management businesses is that misguided efforts can threaten your entire plan for success. Here is the information that will help you get started selling to this market.

Ambition and confidence are excellent personality traits for sales professionals. But selling to facilities management businesses requires more than an impeccable work ethic.
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Leveraging the strength of the market, entrepreneurs are knocking on the doors of the marketplace, eager to earn their share of the profits. Competition is fierce, so new businesses have to be careful about the way they approach facilities management businesses.

Customer Profiles

Emerging sellers in the facilities management business market are advised to profile key sales targets before they invest in a specific sales strategy. A little industry knowledge can go a long way toward equipping your team with the tools required to sell to high value facilities management business leads.

In this industry, it is especially important to develop a customer-focused approach. As a rule, facilities management businesses are very skilled at spotting B2B companies that lack an awareness of the issues that are important to them and many will hold out for more knowledgeable suppliers, even if it means paying a slightly higher price.

Marketing, Promotions & PR

Emerging B2B businesses are often tempted to buy their way into the market. Rather than taking the time to develop relationships with facilities management business owners, these companies blanket the market with high-priced marketing content in hopes of making rapid headway with buyers.

Marketing is useful and necessary. But new businesses should funnel their resources toward initiatives that support their value proposition. Although lead lists obtained from third-party vendors like Experian can dramatically increase the quality of your prospects, the effectiveness of your marketing efforts is limited to your team's ability to connect marketing, promotional and PR messaging with your company's unique product traits.

How to Evaluate Sales Staff

Regular sales force reviews are necessary 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 acceptable 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 facilities management businesses.

More Articles on Selling

Given your interest in selling and in facilities management businesses, you might find these additional resources to be of interest.

Mailing Lists for Facilities Management Businesses

Cold Call Selling

Sales Prospecting


Conversation Board

The facilities management business industry is constantly changing, and new sales and marketing strategies are emerging everyday. We welcome your comments and feedback about the sales and marketing tactics that are delivering the best returns in today's marketplace.


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