Sales Tips
Selling to Health Associations Businesses
As the dust clears, health associations businesses are gradually bouncing back from the Great Recession and are once again poised to invest. If you're tired of underdelivering on your sales numbers, maybe it's time to start selling to health associations businesses.
Penetrating the world of health associations businesses can require complex sales and marketing strategies.
The process of converting health associations businesses from prospects to satisfied customers isn't random. It takes intentionality from owners and managers to create a strategy that connects your products to your customer base.
Networking Tips
The health associations business industry is relationship-based. Businesses that sell in the industry rely on industry contacts for leads and other aspects of the sales cycle.
Lead lists are helpful in expanding your network, but only if your sales force is willing to develop list contacts into long-term business relationships. As an owner or manager, you need to train your team in networking strategies and proactively model relational sales techniques.
Aggressive Recruiting
Successful conversion rates begin with aggressive recruiting tactics. Your company can't afford to send an inferior sales team into the field.
Companies that sell to health associations businesses should focus their attention on self-motivated candidates. At the same time, you need to make sure your sales hires are team players. Individuals who lack a team work ethic will ultimately hamper your sales efforts, no matter how good they look on paper.
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 health associations 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 funnel their resources toward initiatives that support their value proposition. Although lead lists obtained from third-party vendors like Experian can improve the flow of prospects to your team, 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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