Capitalizing on Niche Markets
Selling to Printers and Printing Services Businesses
The territory of printers and printing services businesses is fertile soil for B2B sales. Don't forget that printers and printing services businesses aren't easy sales marks -- here's what you'll need to compete in today's market.
Most printers and printing services businesses have experienced moderate growth rates compared to other businesses.
In any B2B industry, one of the key indicators of long-term success is the ability to expand your customer base. Fortunately printers and printing services businesses are plentiful, but the trick is to acquire and retain new accounts.
Cooperation is a key feature of companies that succeed in selling to printers and printing services businesses. Vertical business models simply aren't as efficient as models that emphasize collaboration between business units.
In some cases, the synergy between sales, marketing and other business units can provide the impetus for meaningful growth.
Your sales team is your most important sales asset. A first-rate sales strategy is ineffective if your sales team isn't prepared for the job at hand.
Most printers and printing services 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.
Direct Marketing Strategies
Direct marketing has proven to be an effective selling strategy for printers and printing services businesses. The benefit of direct marketing is that it provides a cost-effective resource for reaching qualified prospects with targeted messaging. From a sales perspective, direct marketing establishes a foundation for relationships with printers and printing services businesses that can benefit from your products or services.
The sticking point of direct marketing is lead generation. Since finding leads is time-consuming and difficult, we recommend using lead lists supplied by established third-party vendors. Many businesses find that Experian is one of the best in the business with a reputation for supplying consistently reliable lists of printers and printing services businesses that produce high conversion rates.
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