Sales Techniques By Market
Selling to Family Resorts
Leading family resorts recognize that every dollar counts. Don't forget that family resorts aren't easy sales marks -- here's what you'll need to compete in today's market.
Selling is one of the hardest tasks you'll ever undertake. So it shouldn't come as a surprise that new customer acquisitions in this industry is a lofty ambition that demands diligence and respect.
Companies that market to family resorts 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 family resorts.
Sales Management Tips
Sales managers can play an important role in boosting sales volumes and improving the effectiveness of your sales team.
In this industry, sales reps tend to be highly motivated performers who are accustomed to working under tight deadlines. However, sales managers need to be careful to strike a balance between encouraging individual performance and maintaining a team atmosphere.
Don't neglect the fact that family resort owners value teamwork and may react negatively to sales reps who seem overly disconnected from their sales unit.
Direct Marketing Strategies
Direct marketing is an effective way to sell to family resorts. The benefit of direct marketing is that it is a way to manage costs when reaching qualified prospects with targeted messaging. From a sales perspective, direct marketing establishes a platform for relationships with family resorts that can benefit from your products or services.
The tricky part about direct marketing is lead generation. Since finding leads is time-consuming and difficult, we recommend using lead lists supplied by established third-party vendors. Over the years we've found that Experian is one of the best in the business with a reputation for supplying consistently reliable lists of family resorts that produce high conversion rates.
Know the Competition
Companies who sell to family resorts face a fiercely competitive sales environment.
Like it or not, there are many other businesses that sell similar product lines. As a result, family resorts are regularly targeted for prospecting and tend to be highly informed about their buying options.
By researching the competition, you gain the ability to create an effective value proposition. Although there are many ways to research your competitors, discussions with family resorts themselves may be the best source of information.
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