Sales Advice By Market
Selling to Animal Services Businesses
Companies that sell to animal services businesses face internal and external barriers to success. Don't forget that animal services businesses aren't easy sales marks -- here's what you'll need to convert prospects into customers.
There are no one-size-fits-all strategies for selling to animal services businesses. The basis for success is the same as it is in many other industries.
For B2B professionals that sell to these companies, the industry's positive growth outlook makes the solid execution of fundamental sales principles more important than ever.
Role of Owners & Managers
Owners and managers should expect to be active participants in selling to animal services businesses. Front line visibility is essential for large accounts, but your sales team can benefit from occasional field interactions with the owner or sales manager.
By periodically accompanying your reps in the field, you can build relationships with the people you count on to close sales.
Be Prepared for Tough Questions
The truth is most animal services businesses aren't interested in middle of the road products. Before they commit to a purchase, they want to know everything there is to know about your product.
In this industry, differentiation can be the deciding factor in conversions. It's imperative for your sales team to be knowledgeable and informed. If you're selling a service to animal services businesses, your sales force must be intimately familiar with the features contained in your service agreements and be prepared to resolve customer concerns during the sales cycle.
Marketing, Promotions & PR
Young B2B companies are often tempted to buy their way into the market. Rather than taking the time to develop relationships with animal services business owners, these companies blanket the market with high-priced marketing content in hopes of scoring fast conversions from buyers.
Marketing is useful and necessary. But new businesses should channel their energy toward initiatives that support their value proposition. Although lead lists obtained from third-party vendors like Experian can dramatically increase the quality of your prospects, the effectiveness of your marketing efforts is limited to your team's ability to connect marketing, promotional and PR messaging with your company's unique product traits.
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