Technology and technique are important. But in a B2B sales environment, they may not be your most valuable assets.
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A strong value proposition and a great strategy are requirements for companies who sell to fraternal orders businesses. Although there are market challenges, new entries to the marketplace can gain traction by applying a handful of proven sales principles.
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Casting a Broad Net
The first step in selling to fraternal orders businesses is to take a broad approach to the marketplace. Strategies that focus exclusively on the local market are not likely to succeed in an environment that leverages the benefits of long-distance sales techniques.
Although a geographic concentration may be a useful strategy for new sellers, you will eventually need to increase your bandwidth to include prospects outside of your initial range. You can also broaden your prospect base by expanding your product line or by creating strategic partnerships with suppliers of complementary goods.
Effective lead generation processes are vital for firms that sell to fraternal orders businesses. Sales teams should be trained in sales and prospecting techniques, even if assistants handle most of the qualification activities. Lead lists obtained through legitimate third-party providers like Experian can improve the quality of your leads and reduce the workload of gathering prospect contact information.
But lead generation is only one piece of the puzzle. Of equal importance is the quality of the messaging you include in your sales and marketing strategy. Remember: fraternal orders businesses are educated buyers who can spot an empty value proposition from a mile away. To get their attention, you'll need to create highly focused sales messages that highlight your products' main selling points.
Role of Owners & Managers
Owners and managers are active players in selling to fraternal orders businesses. Front line visibility is essential for large accounts, but your sales team can benefit from occasionally participating in joint sales activities with the owner or sales manager.
By periodically accompanying your reps in the field, you earn their respect and gain insights about your customers.
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