Capitalizing on Niche Markets
Selling to Pediatric Dental Practices
No doubt about it, pediatric dental practices are important sales targets for companies that are prepared for a an uphill selling battle. Don't forget that pediatric dental practices aren't easy sales marks -- here's what you'll need to convert prospects into customers.
No one said selling would be easy. So it shouldn't come as a surprise that new customer acquisitions in this industry is a lofty ambition that demands diligence and respect.
With perseverance and strategy in your corner, it's possible to penetrate the market and receive an acceptable return for your efforts.
Networking Tips
The pediatric dental practice 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 encourage networking strategies and proactively model relational sales techniques.
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 pediatric dental practice 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.
Benefits of Networking
Networking broadens your prospect pool. In addition to raising your company's profile, it increases the amount of influence you have with pediatric dental practices.
But more importantly, a strategy that emphasizes networking can be a lead generation machine. Sometimes the leads you generate through skillful networking will be leads that are completely off your competition's radar.
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