Business Development Strategies for Niche Markets
Selling to Landfill and Transfer Station
As the market recovers, landfill and transfer station are gradually bouncing back from the market slowdown and are once again poised to invest. For companies that sell to landfill and transfer station, the focused selling strategies discussed in this article can be important for breaking into the industry.
Many landfill and transfer station depend on distributors and vendors. As such, many B2B companies build their strategic plans around sales to landfill and transfer station.
For small businesses that sell to these companies, the industry's positive growth outlook makes the implementation of proven sales techniques more important than ever.
Reaching Prospective Customers
Prospecting transforms contacts into qualified leads.
Networking can enhances the value of prospecting and closing rates. However, it's important to make sure your sales force isn't so focused on adding names to their contact list that they miss the point of prospecting, i.e. the identification of likely buyers, key decision makers and high value industry contacts. In other words, the type of people you meet is just as important as the number of people you meet when prospecting for landfill and transfer station.
Lead lists are useful because they narrow the field for your team. Third-party lists from reputable vendors (e.g. Experian Business Services) arm your sales force with good leads, making it easier for your company to balance the quantity and quality demands that are prerequisites for effective prospecting.
How to Evaluate Sales Staff
Periodic staff assessment is essential for companies that sell in this industry. Businesses that achieve significant market share hire quality candidates and routinely evaluate them against performance goals and benchmarks.
Although annual reviews may be acceptable 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 landfill and transfer station.
Casting a Broad Net
The first step in selling to landfill and transfer station is to take a broad approach to the marketplace. Strategies that are isolated to the local market are not likely to succeed in an environment that is becoming increasingly reliant on e-commerce and other long distance marketing channels.
Although a geographic concentration may be a useful strategy for new sellers, you will eventually need to broaden your focus to include prospects outside of your initial range. You can also broaden your prospect base by introducing new products and partnerships into the mix.
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