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The Sales Buzz Issue 110 - Increase sales in competitive markets
February 16, 2011
Hi,

I'm Stephen Craine from the website Sales-Training-Sales-Tips.com


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Increase Sales and Break Into Competitive Markets

Take a new viewpoint on how you increase sales and be successful in competitive markets full of big organisations.

I recently saw an advert for a new local supplier of white goods: washing machines, cookers, dryers etc. At first site this looks a crazy idea, to try and take on the big players in this market. If a local business can be successful in such a competitive market then many more sales people and small business owners might be able to follow a similar plan for their marketplace.

So how can an independent, without the buying power of the big players, build a business in this or any other market place?


Well, there is a way in, and you can use it any marketplace and for most products or services.


Find a way in with a unique selling proposition

The national white goods retailers are buying in bulk and selling at low prices that small independents couldnít hope to match and still make a profit. You often find the same product in different retailers is on sale at the same price. No one wants to start a price war that sees prices and profits drop.

A newcomer to this market has two options:

1. Compete on equal terms and play the existing big suppliers at their own game.

2. Come up with a unique sales proposition that the existing sales companies donít offer.

USPs Ė One of the most effective sales and
marketing tools

The new white goods supplier chose option 2. They developed a sales offer that their big competitors didnít have. They offer next day delivery and fitting.

Their aim is to attract those customers that need an urgent replacement for kitchen machines that have stopped working. These are potential customers that will not, or cannot, take the time to visit a store, compare prices and deals, and then arrange delivery and fitting.

They want a replacement now, and they are willing to pay for it. Price is not the major benefit that the buyers are looking for.


Can you use the same sales technique

Is there a part of your market that you can target, that your competitors have missed or canít reach.

With a simple change to your sales offering could you come up with a unique selling point that will win you more sales. And will this unique selling point take the buyerís focus away from the price.

The new white good seller entered a long standing market and found a way into it. There are many sales organisations that have done something similar:

In the UK in the 1990s Mercury telecoms challenged the monopoly of BT with a specialist service for long distance and international calls.

Virgin frame a new viewpoint when entering a market. They donít enter a new market in the traditional way, they look for a unique proposition.

A car sales company in the UK uses a marketing strategy based on its sales people not being on commission and not pouncing on customers as they enter the forecourt.

A top of the range fireplace showroom opens up just down the street from one of the lowest priced fireplace showrooms in the city. Everyone thinks theyíre mad. The secret is: The two businesses are owned by the same guy.

If customers are looking for the opposite end of the market he recommends the other showroom. Imagine, a retailer saying I think you would get what you are looking for at another business. What a great recommendation.

Have a think about your marketplace. What changes could you make to your marketing strategy, or sales offering, that could give you a big chunk of the available sales.


You can see more free sales tips on increasing sales at
Sales Tips...


The Sales Buzz is published by the website www.provensalestraining.com



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