Initiative and perseverance are admirable characteristics for sales professionals. But selling to optometry information and referral services businesses requires more than an impeccable work ethic.
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Good sales teams combine personal motivation with a set of tools that equips them to rise to the occasion during sales cycles that target optometry information and referral services businesses. 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.
Marketing, Promotions & PR
Young B2B companies are often tempted to buy their way into the market. Rather than taking the time to develop relationships with optometry information and referral services business owners, these companies blanket the market with high-priced marketing content in hopes of scoring fast conversions from buyers.
Marketing is useful and necessary. But new businesses should channel their energy toward initiatives that support their value proposition. Although lead lists obtained from third-party vendors like Experian can equip your sales force with targeted prospects, the effectiveness of your marketing efforts is limited to your team's ability to connect marketing, promotional and PR messaging with your company's unique product traits.
Putting It All Together
When everything is said and done, there is no single strategy that can guarantee conversions in your efforts to sell to optometry information and referral services businesses. It's often a combination of techniques that converts prospects to customers.
Although it's easy to get caught up in the micro-level details of the selling cycle, sellers in this industry need to maintain a macro perspective that combines techniques with selling strategy.
Start with good market research, which is a prerequisite for profitability in this industry. Effective sales teams conduct thorough research on market demand, pricing and niche opportunities.
More importantly, they research and evaluate the specific optometry information and referral services businesses that they want to add to their customer roster.
Since relationships are an important part of the selling process, meetings with optometry information and referral services businesses leaders and their staff often form the backbone of the sales cycle. These meetings can also provide information that can be leveraged to exploit weaknesses in competitors' sales models.
Ready to learn more? You may find these additional resources to be of interest.
If you currently own an optometry information and referral services business, you are in the wrong spot. These resources will come in handy:
If you want to start an optometry information and referral services business, these resources should prove useful:
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