Capitalizing on Niche Markets
Selling to Polygraph Examiners and Services Businesses
These days, change is the only constant for polygraph examiners and services businesses. Don't forget that polygraph examiners and services businesses aren't easy sales marks -- here's what you'll need to compete in today's market.
As it turns out, polygraph examiners and services businesses play by the same rules as any other type of business; they respond to businesses that offer solid, affordable products.
Don't be intimidated by the speed of the marketplace. Although speed is important, sales fundamentals and logical strategies will make the biggest difference in the success or failure of your selling efforts.
Marketing, Promotions & PR
Emerging B2B businesses are often tempted to buy their way into the market. Rather than taking the time to develop relationships with polygraph examiners and services business owners, these companies unleash an avalanche of 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 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.
Developing a Marketing Plan
A solid marketing plan is the foundation of a successful sales strategy. Your team might be stocked with top-tier sales professionals, but if they aren't supported by strong messaging and effective marketing channels, your conversion rate will suffer.
Keep in mind that polygraph examiners and services businesses are fast-paced operations with little patience for long sales cycles.
A thoroughly developed marketing plan helps to focus your selling proposition and deliver messaging in channels that are successful with your customer base. When combined with a sales plan, a marketing plan provides a coordinated selling strategy that converts prospects to customers.
Review Mechanisms
It's also important to regularly assess your personnel and overall selling strategy. Internal review processes should be based on quantifiable data as well as direct input from polygraph examiners and services businesses themselves.
If necessary, modify your hiring and/or strategy to accommodate changes in the marketplace.
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