Smart Sales Strategies for Niche Markets
Selling to Geriatric Nursing Homes
The difficulty with selling to geriatric nursing homes is that the wrong sales strategies can threaten your entire plan for success. Product quality, cost and dependable service are all important considerations – so businesses that sell to geriatric nursing homes need to demand excellence from their team.
Over the past several years, geriatric nursing homes have experienced moderate growth rates compared to other businesses.
Your approach will vary according to your circumstances and your company's unique business model. But in general, there are several things you will need to consider when devising a system for selling to geriatric nursing homes.
Sales Team Considerations
Most of the businesses that sell to geriatric nursing homes leverage a team sales approach.
Although your team may consist of individual sales reps, each rep has to recognize their role in the team strategy. There is simply no room for solo sales in this industry! Team-based training programs and other initiatives can be beneficial, but the best strategy for encouraging buy-in to a team sales model is for owners and managers to become role models for teamwork.
How to Generate Solid Leads
There aren't any uniform rules for generating solid sales leads. However, leading sellers typically utilize a consistent strategy forlead generation. When possible, businesses that sell to geriatric nursing homes should take steps to automate the lead generation process by leveraging technological solutions and face-to-face networking.
One option worth considering is the use of lead lists into your prospecting routines. Lead lists provided by third-party vendors are usually cost-effective compared to the labor requirements for in-house lead generation.
At Gaebler, we advise our business partners to explore Experian Business Services for geriatric nursing home lead lists. Experian is a reputable firm that is known for providing up-to-date lists that can be filtered according to your precise lead specifications.
Research the Market
Start with good market research, which is a prerequisite for profitability in this industry. High volume sales teams conduct thorough research on market demand, pricing and niche opportunities.
More importantly, they research and evaluate the specific geriatric nursing homes that they want to add to their customer roster.
Since relationships are an important part of the selling process, meetings with geriatric nursing homes leaders and their staff can establish a basis for the sales cycle. These meetings can also provide information that can improve your competitive position.
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