Selling new products: strategies for success

Resellers who want to diversify must have a strong sales strategy to effectively sell new products

For resellers, introducing new products to existing customers can be both a lucrative opportunity and a delicate balancing act. While existing customers already trust your brand, convincing them to embrace something new requires strategic finesse.

Introducing new products must be done with care and attention, but can be a golden opportunity to reward your most loyal customers, not to mention boost your own revenue with new product streams. Tips for making the most of a new product introduction include:

• Segmentation and personalisation: begin by segmenting your existing customer base. Tailor your approach to each segment based on their needs and preferences. Create personalised marketing messages and offers that resonate with the specific segment you are targeting.
• Educational content: develop informative content that highlights the benefits and features of the new products. Blog posts, video tutorials, or webinars can be powerful tools for educating customers and generating interest.
• Cross-selling and upselling: identify complementary products in your portfolio that pair well with the new items. Offer bundled deals or incentives to encourage customers to explore the new products in conjunction with what they already use.
• Exclusive previews: provide loyal customers with exclusive previews or early access to the new products. This not only rewards their loyalty but also creates a sense of anticipation and excitement.
• Feedback and testing: reach out to a select group of trusted customers to test the new products and provide feedback. Their insights can help you refine your sales pitch and address any potential concerns.

Get to know your new product offering

To effectively introduce new products to your existing customer base, it’s essential to become intimately acquainted with these offerings. This involves investing time in comprehensive product training. Attend training sessions, webinars, or workshops hosted by the manufacturer or supplier. By participating in these educational opportunities, you can delve deep into the intricacies of the new products, gaining valuable insights into their features, benefits, and practical use cases. This knowledge forms the bedrock of your ability to confidently present and sell these products to your customers.

Hands-on experience plays a pivotal role in bolstering your familiarity with the new products. Whenever feasible, seize the opportunity to interact directly with these items. This hands-on approach can prove especially beneficial if you can incorporate the products into your own business operations. Through such direct engagement, you not only gain a tactile understanding of the products but also foster a personal connection that enhances your confidence when discussing and promoting them to customers.

Meticulous examination of product documentation is valuable too. Delve into product manuals, guides, and documentation provided by the manufacturer. Pay meticulous attention to technical specifications, setup instructions, and troubleshooting guides. By doing so, you equip yourself with the knowledge necessary to respond adeptly to customer inquiries and concerns. This proactive preparation ensures that you are well-prepared to address any challenges that may arise.

Finally, foster an environment of curiosity and inquiry. Do not hesitate to pose questions to suppliers or manufacturers when uncertainties arise. These queries can be instrumental in expanding your understanding of the new products. Suppliers and manufacturers often possess additional information and insights that can enrich your product knowledge. Embrace this collaborative approach to deepen your expertise and provide your customers with accurate and valuable information.

Does your customer have questions?

One of the most daunting aspects of introducing a new line of products is effective handling of customer objections and enquiries. To boost your confidence in dealing with questions, these tips will help:

1. Anticipate FAQs: based on your product knowledge and experience, anticipate the most common questions customers might have about the new products. Prepare clear and concise answers to these FAQs in advance.
2. Role-play scenarios: engage in role-play exercises with colleagues or mentors to simulate customer interactions. This will help you practice responding to various queries and scenarios, boosting your confidence.
3. Access resources: ensure you have easy access to resources such as product manuals, FAQs, and manufacturer contact details during customer interactions. Having these resources at your fingertips can provide reassurance.
4. Ongoing learning: stay updated about the new products and industry trends. Attend webinars, read industry publications, and engage in continuous learning to expand your knowledge and stay ahead of potential customer questions.
5. Feedback loops: encourage customers to provide feedback after purchasing the new products. Their insights can help you understand their experiences and address any concerns or questions that arise post-purchase.

Selling new products to existing customers is not just about pushing the items, but about building and maintaining trust. By employing personalised sales strategies, becoming intimately familiar with the products, and boosting your confidence in addressing customer inquiries, you can navigate this process successfully. Remember that customer relationships are built on trust, and your genuine commitment to their needs and satisfaction will play a pivotal role in your success as a reseller.