In any B2B industry, one of the major factors in long-term success is the ability to expand your customer base. Fortunately fluorescent lighting businesses can be found throughout the nation, but the trick is to acquire and retain new accounts.

Niche Selling

New businesses that target the entire marketplace face a long, uphill battle. A better approach is to tailor your business model to an underserved niche.

In the fluorescent lighting business industry, niches can be based on geographic, demographic or industry-specific factors. For niche sellers, advance research is essential. Don't assume that there will be demand for a niche product line unless your assumptions are rooted in solid facts.

Networking Tips

The fluorescent lighting business industry is relationship-based. Businesses that sell in the industry leverage networking and contacts throughout the sales cycle.

Lead lists are helpful in expanding your network, but only if your sales force is willing to develop list contacts into long-term business relationships. As an owner or manager, you need to encourage networking strategies and proactively model relational sales techniques.

Marketing Mix

Since sales and marketing are connected business activities, 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 fluorescent lighting businesses, B2B sellers often achieve higher returns by outsourcing lead generation to a third-party provider. Experian and other vendors maintain accurate and up-to-date lists of fluorescent lighting businesses. For many businesses, these lists set the stage for the rest of the sales cycle.