Sell to Your Target Market
Selling to Surgical Centers
No doubt about it, surgical centers are important sales targets for companies that are poised to sell well in a an uphill selling battle. Don't forget that surgical centers aren't easy sales marks -- here's what you'll need to convert prospects into customers.
Penetrating the world of surgical centers can require complex sales and marketing strategies.
More often than not, the best B2B businesses achieve success through the consistent application of proven selling concepts. That's especially true in the surgical center industry where careless mistakes can translate into losses in market share.
Collaboration is a hallmark of companies that succeed in selling to surgical centers. 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.
Casting a Broad Net
The first step in selling to surgical centers is to take a broad approach to the marketplace. Strategies that are isolated to the local market are not likely to succeed in an environment that is becoming increasingly reliant on e-commerce and other long distance marketing channels.
Although a geographic concentration may be a useful strategy for new sellers, you will eventually need to broaden your focus to include prospects outside of your initial range. You can also broaden your prospect base by introducing new products and partnerships into the mix.
Since marketing and sales go hand in hand, your company's marketing mix plays a central role in bottom line sales revenue. The industry's leading sellers employ multichannel marketing strategies and emphasize techniques to reach key decision makers.
Despite the fact that there are multiple way to market to surgical centers, B2B sellers often achieve higher returns by outsourcing lead generation to a third-party provider. Experian and other vendors maintain accurate and up-to-date lists of surgical centers. For many businesses, these lists lay the foundation for the rest of the sales cycle.
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