Convincing another business entity to buy a product or service is a totally different art to doing it in a B2C business model. B2C customers are much more prone to impulse buying and emotional decisions. B2B customers, on the other hand, are much more cold and calculating, and will want hard evidence that they’re making the right choice by buying from you. Here are some of the best techniques for B2B selling…
Boil Your Product or Service Down to Money
While B2C products and services are about making day-to-day life more enjoyable or convenient, B2B products are for one thing and one thing alone: generating more revenue. due to this, it’s hugely important that you highlight the value of whatever it is you’re selling in currency, not in wishy-washy marketing talk. Sure, your customers will care about the quality of niche products like injection moulding components, but the overarching message of your marketing materials should be how much money it’s going to gain or save for the client. Whether it’s through increased productivity, tax write-offs, reduced liability or any other advantages, make sure you’re telling your customers all about the financial benefits.
Build Trust and Credibility
As I’m sure you know, marketing campaigns don’t end as soon as you get a new customer. From there, you need to be working on maintaining a high standard of service, kindling trust, and demonstrating professionalism. Make sure that you and your higher-ups are never late for meetings with clients or prospects, and that if you’re going to be you communicate this well in advance. Furthermore, you should make sure you always follow up on the things you say you will, come to every meeting well-prepared, and never exaggerate things in order to push a sale. Your clients will be wise to this kind of performance, especially if they’re a B2C company. Finally, make sure you’re able to come up with testimonials and references from previous clients all the time. Obviously you’re not going to have a lot of these when you first start out, but once you have them it’s essential that you use them. References and testimonials make up a huge part of the B2B buying decision, so you’re going to have a hard time if you can’t provide them!
Just like attractive people, attractive business accounts and customers are going to get “hit on” pretty frequently. Your target customers are going to receive dozens of sales calls every day, and will be in-touch with many potential suppliers at any given time. Your prospective clients and customers are going to want to weigh up all of their options before coming to a final decision on who they actually want to do business with. In this kind of situation, one of the best qualities to demonstrate is persistence. Coming back again and again will show your target market that you run a highly organized operation, and also that you have the potential to be a reliable supplier. Just make sure you’re not crossing the line between persistence and being a pest!