Capitalizing on Niche Markets
Selling to Paper Mills
To be sure, paper mills are excellent sales targets -- and that presents an opportunity to sellers who are eager to get in on the action. For entrepreneurs that market to paper mills, the good news is that the right sales strategy can lead to fast conversions in this market.
Not surprisingly, paper mills play by the same rules as any other type of business; they respond to businesses that offer solid, affordable products.
Your approach will vary according to your situation and your company's unique sales objectives. But overall, there are several things you will need to consider when devising a system for selling to paper mills.
Putting It All Together
When everything is said and done, there is no single strategy that can guarantee positive outcomes in your efforts to sell to paper mills. 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 integrates sales techniques with a more comprehensive sales and marketing strategy.
Effective lead generation processes are vital for firms that sell to paper mills. Sales teams should be trained in basic lead generation as well as your company's typical prospecting routines. Lead lists obtained through legitimate third-party providers like Experian can improve the quality of your leads and reduce the burden associated with 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. Keep in mind that paper mills are educated buyers who are skilled in identifying empty promises. To get their attention, you'll need to create highly focused sales messages that emphasizes your product's strengths and value points.
In paper mill 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 be acquainted with the concerns of a typical paper mill.
B2B sellers who lack industry experience can compensate for inexperience by subscribing to trade journals, partnering with industry insiders and immersing themselves in the industry culture. Remember, paper mills may also be more amenable to sellers within their network, so it's important to make new contacts as quickly as possible.
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