“Nurtured B2B leads generate 47% larger purchases than non-nurtured leads at a 33% lower cost”, a recent report by Zippia reveals. Nurturing leads to turn them into loyal customers is a top priority for all independent sales reps, and particularly so for those working in niche markets. Selling to prospects in specialized markets (such as aviation, healthcare, or technology for example) typically requires an in-depth understanding of industry-specific needs, trends, and challenges, which allows you to successfully engage, nurture, and win over potential prospects. Fortunately, by positioning yourself as an industry expert, refining your lead generation strategy, and personalizing your approach, you can successfully expand your reach, close more sales, and boost profits.
Position yourself as an industry expert
The ability to confidently position yourself as an industry expert is a must to build trust and credibility with discerning customers. And as 96% of prospects research product details, reviews, and competitors before speaking with sales reps, you need to be ready with an impressive online presence that stands out, informs, and convinces. In particular, a solid SEO (search engine optimization) strategy can help you build industry authority by ranking your website ahead of competitors in online searches, which boosts visibility, traffic, and ultimately sales.
In fact, 71% of B2B customers use search engines to start their product search, and incorporating specialized keywords across your website can help it show up for customers searching for niche topics and solutions relevant to what you’re selling. For example, if you’re selling tools and parts to aviation manufacturers, research relevant, popular keywords to use naturally throughout your website copy and content. In this case, keywords like “propeller parts” or “cockpit equipment” , for instance, can help you bolster online visibility and industry authority so the right people find you.
Alternatively, if you’re trying to reach healthcare providers in the medical industry, research suitable keywords people would typically use to find the information, products, or services you offer. So, for instance, a doctor looking for continuous glucose monitors suitable for children, may use keyword phrases like “CGM children” or “continuous glucose monitor suitable for children”. By naturally incorporating these keywords on your website, you can up the chances of your website showing up for doctors looking for what you’re selling.
Refine your lead generation strategy
Strong leads typically have a 73% higher conversion rate compared to poor ones. So, refine your lead generation strategy to focus on capturing leads that are a great match for your product/solution and most likely to convert into customers, and filter out poor-quality ones. When vetting a potential lead, start by considering their purchase history. What existing solutions do they use (if any), and would they be willing to leave a competitor for you? Are they well-positioned to make decisions for their company, or would you be better off talking with someone with more authority? Also, consider how the lead was generated — did you initiate contact or vice versa? By clarifying these points, you’ll up your odds of primarily dealing only with leads that generate sales.
Personalize your approach
Customers are increasingly less responsive to generic and/or aggressive marketing tactics, and instead prefer sales reps that take a personalized approach. In fact, buyers are five times more likely to be open to independent sales reps who provide useful insights about their business. So, in addition to becoming an industry expert, that also means you need to understand your customer completely. Before meeting with them, research the specific problems they’re experiencing. How exactly can your product help the prospect? Is it within their price range? Do they already use a similar product? It’s also useful to read up on their company, its mission, and the wider industry, including the competition. Getting as much context as you can will best position you to provide relevant information and advice that really speaks to the prospect, as well as competently answer their questions and concerns.
Expanding your reach as a sales rep in specialized markets doesn’t have to be complicated. When you refine your lead generation strategy, showcase industry expertise, and personalize your approach, you can successfully attract quality leads, close sales, and boost your profits.