Capitalizing on Niche Markets
Selling to Plastic Finishing and Decorating Businesses
Many plastic finishing and decorating businesses present possibilities for emerging companies to earn profits. Product quality, pricing and customer service are all important considerations – so businesses that sell to plastic finishing and decorating businesses need to review their delivery model.
There are no one-size-fits-all strategies for selling to plastic finishing and decorating businesses. The basis for success is the same as it is in many other industries.
The process of converting plastic finishing and decorating businesses from prospects to satisfied customers isn't random. It takes intentionality from owners and managers to create a strategy that connects your products to your customer base.
Avoid Ambiguous or Confusing Sales Messages
Messaging is a fundamental component of sales. Muddy messaging dilutes the sales cycle and frustrates prospective customers' efforts to discern the value of your products.
Whenever possible, the identification of key messaging should be incorporated into a comprehensive planning process that combines sales and marketing into a coherent strategy.
The next step is to narrow the field to the contacts who are most likely to respond to your messaging. Although lead generation techniques are diverse, lead lists can be a useful resource for generating a list of prospects that are receptive to your messaging. Vendors like Experian specialize in providing targeted lists of plastic finishing and decorating businesses that can be tailored to meet geographic and demographic criteria.
Your sales force is your most valuable sales asset. A first-rate sales strategy is ineffective if your sales team is unable to do their jobs effectively.
Most plastic finishing and decorating businesses appreciate the value of sales professionals who are informed and prepared. When a customer has a problem with an order, the sales rep is usually the first person they contact so it's imperative for your team to be trained in service as well as sales routines.
The plastic finishing and decorating business industry is relationship-based. Businesses that sell in the industry routinely use networking to advance the sales cycle.
Lead lists are helpful in expanding your network, but only if your sales force is willing to develop list contacts into long-term business relationships. As an owner or manager, you need to encourage networking strategies and proactively model relational sales techniques.
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