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Selling to Businesses

Selling to Rack Dealerships

Businesses that market to rack dealerships face internal and external barriers to success. Don't forget that rack dealerships aren't easy sales marks -- here's what you'll need to convert prospects into customers.

A good sales strategy is the foundation of a solid revenue stream. So for businesses that sell to rack dealerships, there is no substitute for a strategic sales approach.

Don't let the fast pace of the marketplace trip you up. Although speed is important, sales fundamentals and logical strategies will make the biggest difference in the success or failure of your selling efforts.

Aggressive Recruiting

Profitable returns begin with aggressive recruiting tactics. Your company can't afford to send an inferior sales team into the field.

Companies that sell to rack dealerships 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 a team-based track record will ultimately hamper your sales efforts, no matter how good they look on paper.

Message First, Targets Second

Messaging is a fundamental component of sales. Confused messaging dilutes the sales cycle and makes it difficult for prospective customers to discern the value of your products.

For maximum impact, 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 rack dealerships that can be customized to your precise specifications.

Internet Strategies

With rack dealerships going online in record numbers, it's becoming more important for B2B sellers to develop online sales strategies.

A user-friendly website is the anchor for all of your other online sales and marketing activities. However, you should also consider incorporating email advertising, SEO, social networking and other techniques into your sales and marketing mix.

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