Driving the Sales Process
The Challenge
Regardless of general economic conditions, some
business segments will be experiencing growth while
others are in decline. Some market segments are
reaching maturity whiles others are just emerging.
Pursuing new opportunities with your current sales
force can often be a frustrating. Sales people are
often hesitant about calling on new markets where
their knowledge base is limited. Independent reps
are even more reluctant to go prospecting.
The Solution
Industrial Strength Sales Support—our
back to basics approach to communications—can
help by initiating the first steps in the buying
process and laying the groundwork for personal selling
efforts.
We stress three fundamentals when entering a new
target market.
Speaking their language: Research
the specific requirements of the target market and
frame the function and benefits of your products
and services in their terminology.
Empowering your sales force: Provide
your sales people with information that will make
them comfortable and credible when approaching the
target market. Preselect specific products (in appropriate
sizes or grades) and value added services that will
most likely be sold to this market. Provide specific
examples of how your products can be applied in
the market. Capture this information in a market
brochure.
Hanging in there: A one-shot market
thrust is rarely successful. If the target market
is important to you, give it at least 18 months
of effort, with regular trade publication advertising
or a series of direct mailings to a well selected
list of prospects.
