How to Sell Office Furniture to New Clients
The need for business’ to purchase office furniture whether for the first time or to replace worn office furniture is a market as large as the country’s economic engine. There are a number of different clients that could be approached by new clients for office furniture. Traditionally, office buildings have been the main target of office furniture manufacturers but with the number of home-based businesses, there is a new opportunity to market to that growing niche of clients.
Selling Office Furniture
Like any other goal to sell a product, a marketing plan needs to be developed that takes into consideration the type of office furniture and it’s appropriateness for various kinds of clients. If a company’s office furniture is an array of cubicle walls, built-in computer desks, and chairs, the type of client is a large corporate one primarily whether a large corporation or a smaller one in an office setting. However, a company that sold executive desks, bookcases, and leather bound chairs might look to market their products to a home-based business as a luxury office furniture line.
Consider other ways to define your target audience as a way to differentiate the company’s products in a competitive market. Woman-owned businesses comprise a significant part of the small business sector. Similarly, you might want to define your target audience of potential new clients by segmenting your marketing efforts on a particular kind of business such as accountants or attorney offices or even graphic designers.
Field market research studies to understand the needs of your prospect target base. Qualitative research such as focus groups can help you understand the needs of the new prospect group from a functional perspective as well as their sensitivities around pricing. If possible, consider quantitative research to help determine what the revenue potential might be from new sales generated by potential new clients. This information might be useful when selling the idea to upper management.
Create the marketing message strategies you’ll need to assist in creating awareness for your new client base. You should have gathered quite a bit of extremely valuable information from the focus groups that will be excellent fodder for the creative engines of your advertising or promotional agency.
Develop the creative materials and media plans to reach your prospective clients. Personal selling will no doubt prove an extremely important part of the marketing plan. Be sure your sales staff is very prepared with their 25-second elevator pitch as well as the longer version where details of pricing, delivery, and warranties are thoroughly discussed with a new client.