Capitalizing on Niche Markets

Selling to Pediatric Podiatry Practices

The vast majority of pediatric podiatry practices have tight budgets and no time for games. Product quality, cost and customer service are all important considerations – so businesses that sell to pediatric podiatry practices need to demand excellence from their team.

B2B sales can be challenging. To succeed in this environment, you need a strategy that is built on the fundamentals of good business.

The process of moving pediatric podiatry practices 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.

Reaching Prospective Customers

Prospecting transforms contacts into qualified leads.

Networking can dramatically improve your team's prospecting abilities and conversion ratios. However, it's important to make sure your sales force isn't so focused on conversation that they miss the point of prospecting, i.e. the identification of likely buyers, key decision makers and high value industry contacts. In other words, the type of people you meet is just as important as the number of people you meet when prospecting for pediatric podiatry practices.

Lead lists are helpful because they narrow the field for your team. Third-party lists from reputable vendors (e.g. Experian Business Services) arm your sales force with good leads, making it easier for your company to balance the quantity and quality demands that are prerequisites for effective prospecting.

Aggressive Recruiting

Bottom line success begins with aggressive recruiting tactics. Your company can't afford to send an inferior sales team into the field.

Companies that sell to pediatric podiatry practices should focus their attention on self-motivated candidates. At the same time, you need to make sure your sales hires are team players. Individuals who lack the ability to sell in a team environment will ultimately hamper your sales efforts, no matter how good they look on paper.

Putting It All Together

Ultimately, there is no single strategy that can guarantee conversions in your efforts to sell to pediatric podiatry practices. 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 incorporates proven sales techniques into a carefully designed sales strategy.

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