It’s common knowledge that dealing with a B2B market is a whole world apart from selling to consumers. This doesn’t prevent new B2B business owners from relying on B2C methods to get their message across – unfortunately, they seldom meet with success. I know of a B2B business owner who used to distribute coupons – he closed his shop 2 years after he started the business!
The primary reason why some businesses fail to achieve B2B marketing success is because they have no clue about the reason behind a client opting for a B2B purchase. A B2B owner should remember the following:
i. A long sales cycle is involved
A B2B sales cycle can last anywhere from 2 weeks to 1 year. This is because prospects usually spend a lot of time researching your company before warming up to what you have to offer. Keep an open mind while dealing with sales cycles so that you are prepared for the long haul.
ii. It takes time to build trust
One reason why sales cycles are so long is because it takes a lot of time to win the trust of prospects. They may appear cordial and receptive to your services but that doesn’t mean they will sign up with you! You will have to gently prod them till they agree to come over to your side.
iii. You should be consistent in marketing efforts
A lot of B2B marketing efforts don’t follow a marketing plan. It’s important to prepare a plan that helps you get acquainted with the target audience – this will help you win a lot of deals.
Keep these 3 pointers in mind and use the following B2B marketing tips to make your B2B business more customer-friendly:
1. Invite prospects to your office
Give prospective customers an opportunity to learn more about your team by inviting them over. The human touch added through face-to-face interactions will ensure that you win their trust in a more efficient manner.
2. Offer direct contact with the most important person at your office
It makes sense to ensure prospects get to speak to senior-level employees in the office (especially when you are dealing with prestigious clients). Showcasing leaders is a good way to show you are serious about closing the deal.
3. Weave a great origin story
People love stories! Do you have an origin story to share? If the answer is no, create one! Talk about how your business overcame obstacles to reach the place where it is today. An origin story gives a more approachable touch to your business, ensuring that prospects learn a facet about your company before they become clients.
4. Offer personal Account Managers
Prospects will appreciate the idea of personal Account Managers. They like the fact that a company is willing to go the extra mile to ensure their project is maintained at the highest levels.
5. Be honest
B2B marketing is tricky because prospects can understand fake marketing collateral from a distance. Abandon stock photos and use real images of people at work to build a strong connection with prospects.
6. Build a robust Customer Support Team
The way your Customer Support Team interacts with clients will decide whether they will stick with your business for the long haul. Invest in the best customer support executives and you will soon reap the benefits of business success!
We hope this article provides a new perspective in handling B2B customers! Get in touch with us if you need extra help to close deals (our business gifts have the special ability to convince customers!).