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Mastering Niche Market Sales

Selling to Nickel Businesses

For many firms, selling to nickel businesses can be a pathway to achieving revenue goals. Here is the information you need to get started selling to this market.

Initiative and perseverance are admirable characteristics for sales professionals. But selling to nickel businesses requires more than an impeccable work ethic.

The process of moving nickel businesses from prospects to satisfied customers isn't random. It takes a deliberate approach from owners and managers to create a strategy that connects your products to your customer base.

Industry Experience

In nickel business sales, industry experience is a huge plus. Although it isn't necessary to have decades of front line experience, it helps to speak the industry language and to understand the pressure points of a typical nickel business.

B2B sellers who lack industry experience can supplement the shortfall by subscribing to trade journals, partnering with industry insiders and immersing themselves in the industry culture. Remember, nickel businesses may also be more amenable to sellers within their network, so it's important to make new contacts as quickly as possible.

Role of Owners & Managers

Owners and managers are active players in selling to nickel businesses. Front line visibility is essential for large accounts, but your sales team can benefit from occasional field interactions with the owner or sales manager.

By periodically accompanying your reps in the field, you earn their respect and gain insights about your customers.

Marketing to Nickel Businesses

Marketing strategies for nickel businesses are in a state of constant flux. Businesses that sell in this market have to be diligent about matching their approach to the latest marketing channels and technologies. Although they aren't a one-size-fits-all solution, online marketing channels such as social media sites and email campaigns are becoming more widespread.

In order to feed new nickel business leads to your sales team, you will need to identify a process for generating high quality leads. One of the ways to perform consistent lead generation is to obtain updated lead lists. Vendors like Experian Business Services provide reasonably priced lead lists that can be sorted and filtered to your precise specifications.

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