Question

Topic: Strategy

Selling Fabric Protection Product To Hotels

Posted by Anonymous on 8/31/2013 at 9:33 PM ET 250 Points
I own the rights to a unique fabric protection formula that I use in my Fabric Protection Service company. My AppTechs apply this protector to residential furniture, carpets, drapes, etc. in 30 locations throughout the country. This formula would be great to protect hotel furnishings from soiling and stains. I would like to know how to approach high end Hotel management to sell our application services, or to sell them the product in bulk so they can apply it.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 8/31/2013 at 10:03 PM Member
    Have you approached a hotel (or two) in your region? The goal isn't necessarily to make a sale - it's to understand their needs, where they purchase from, and determine the value your formula can provide them. Once you have a solid grasp of this, then you can approach the appropriate person in various hotels with your offer.
  • Posted by Moriarty on 9/1/2013 at 5:09 AM Accepted
    Jay's on the right track, but missed one important aspect. You already have a business, and you sell your fabric protectors to your customers. So a few questions about the things they're saying:

    What are they saying about it? What in particular are they pleased about? How strong, odorless and effective do they find it? All of these can lead to your having several sensible testimonials. This will also act to counter objections that new customers - including hotels - may raise.

    My point is that when you approach these hotel chains, you are already prepared for them saying "no thanks".

    Now as to actually getting in touch with these people - you can send them a sales letter (with your testimonials of course!). This is extremely effective when targeted at real people with real addresses - and make sure the address is hand written! It gets you past their "gatekeepers" more easily. Find them on Linkedin, use a business directory to cross-reference the address and any other details and send it out.

    The other way is to use the Google display network which is where you get all those ads in newspapers. You can target demographics extremely easily, which means you can let these guys know what you're offering when they aren't even looking. Let alone interested. Facebook's new advertising algorithm would do you nicely too. You can also sort yourself a video of your product to pop on your landing page to augment your copy (which would be much the same as your sales letter - and the display network is as good a place to refine the wording of your sales letter as any). You can get more info on the display network at https://perrymarshall.com who is one of the best in online advertising - take his recommendations for further reading and you won't go wrong.

    That should do for a start. Given that few people use these media seriously, you should have a pretty good start given you have an established business already.
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