Driving local, in market, B2B product sales can be difficult for many small businesses, which is where we can help. For this blog I thought it would be interesting to write about the work we are doing for one client that has a construction type product with an installation component and our thoughts on how to help them penetrate local metropolitan markets.  This is also tied to a larger national based account sales strategy across North America but for this piece, I wanted to dive into market penetration locally first.  I will do a follow up blog on the strategy we have developed to help them drive larger, segment based national sales next. 

Our client is a distributor of a growing construction project that can be used in residential and commercial refresh or redesign efforts.  It is sold in linear feet if a client would like to purchase it or it can be sold with installation.  We typically see the later as not many folks have experience installing this in the market today.  Job sizes for both product and install average in the $15,000 range.

To drive sales, we see three areas to execute on:

1. Commercial B2B sales. A key strategy will be increasing the penetration of this product into the local market by targeting multi-dwelling buildings such as condominiums, hotels, local or regional multi-location restaurants or retails/grocery operations as well as in local fabricators or manufacturers (such as lighting fixture, window, modular home OEMs) where film could be applicable to their product line.  This will include the hiring of sales reps to do sales in major markets.  To do this we will:
   1. Initiate an outbound sales campaigns including emails and calls to key targets in the customer types above
   2. Leverage a CRM to keep track of sales activities and run marketing drip campaigns
   3. Deliver samples and offer pilots to these customers to provide education and build a business case
2. Local residential market penetration.  This product can be used by businesses as well as consumers.  Think of the size of the kitchen cabinet refacing market.  It is really large.  To do this we will look to partner with organizations like Student Painters that have boots on the ground and are door knocking and see if there is an incentive to them help move product and we can provide the owners of these businesses with a % of the job if the project closes.  Or we can look to do localized mail drops via Canada Post or other similar mail out programs.
3. Develop a base of installers and resellers over time.  This approach will develop as of the result of the work from 1 & 2. Most of these individuals or companies will not actively push product sales and installations until they see there is a money making opportunity for it and get exposed to the product.  In the long-run though, this will be critical to having in market success.

Like anything, this plan will take time and patience but we believe it will lead to long-term success and deeper market penetration.  If successful, this model could be replicated in other markets to continue growth and expansion.

Good luck with your sales efforts and meetings.  Happy Hunting!

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