Business Development Strategies for Niche Markets
Selling to Lasik Surgery Practices
The problem with selling to lasik surgery practices is that misguided efforts can threaten your entire plan for success. This is the approach that will help you get started selling to this market.
B2B sales can be challenging. To succeed in this environment, you need a strategy that is built on the fundamentals of good business.
Good sales teams combine personal motivation with a set of tools that equips them to meet the challenges of sales cycles that target lasik surgery practices. Whether you're a new business or an established industry presence, here are a few of the tools you need to have in your toolbox.
Direct Marketing Strategies
Direct marketing is an effective way to sell to lasik surgery practices. The benefit of direct marketing is that it provides a cost-effective resource for reaching qualified prospects with targeted messaging. From a sales cycle perspective, direct marketing establishes a platform for relationships with lasik surgery practices that can benefit from your products or services.
The sticking point of 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 lasik surgery practices that generate sales revenue and repeat business.
Create a Plan
There is nothing random about effective lasik surgery practice sales. The industry is filled with seasoned veterans who know their way around the marketplace.
As a result, best of breed B2B sellers know better than to leave anything to chance. Before they launch major sales initiatives, they create sales plans that address factors like market demand, competitive pressures, industry trends, pricing structures and other key elements. Although you might be able to get away with anemic planning in some industries, the lasik surgery practice industry will eat you alive unless you go into it with a carefully crafted blueprint.
Sales Team Considerations
Most of the businesses that sell to lasik surgery practices take a team sales approach.
Although your team may consist of individual sales reps, each rep has to recognize their role in the team strategy. There is simply no room for solo sales in this industry! Team-based training programs and other initiatives can be beneficial, but the best strategy for encouraging buy-in to a team sales model is for owners and managers to become role models for teamwork.
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