Smart Sales Strategies for Niche Markets
Selling to Golf Course Management Businesses
Many golf course management businesses present possibilities for B2B businesses to tap into new revenue streams. Products, cost and customer service are all important considerations – so businesses that sell to golf course management businesses need to demand excellence from their team.
There are no magic formulas for selling to golf course management businesses. The basis for success is the same as it is in many other industries.
Your approach will vary according to your situation and your company's unique sales objectives. But overall, there are several things you will need to consider when devising a system for selling to golf course management businesses.
Know Your Products
In the real world, most golf course management businesses aren't interested in undifferentiated, non-specific product and service offerings. 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 between a close and your prospect going with a competitor's product. It's critical for your sales team to be knowledgeable and smart. If you're selling a service to golf course management businesses, your sales force should understand granular details of the service contract and be prepared to resolve customer concerns during the sales cycle.
How to Evaluate Sales Staff
Periodic staff assessment is essential for companies that sell in this industry. Businesses that achieve significant market share recruit the cream of the crop and routinely evaluate them against performance goals and benchmarks.
Although annual reviews may be enough for other business units, sales units should be evaluated quarterly with monthly or weekly reviews of sales totals. Training, coaching and sales incentives can be useful for boosting sales and employee morale. In some instances, it may be appropriate to team underperforming sales reps with reps that have more experience selling to golf course management businesses.
How to Find Golf Course Management Business Leads
Leads are the foundation of successful selling. The first step in lead generation is to survey the local market. From there, you can widen the field to include the yellow pages, Internet searches and trade listings.
The names of golf course management businesses you obtain through your own efforts need to be qualified through personal contact and other qualification techniques.
But the most reliable source of qualified sales leads is often a third-party lead list provider. For consistently high quality lead lists, we recommend Experian Business Services to our business partners. Experian has a reputation for providing updated and sorted lead lists that can be used for direct mail and other marketing efforts directed toward golf course management businesses.
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