Consultancies that know how to leverage sound B2B marketing principles to develop customer relationships will have more success.
When it comes to getting the most out of your business relationships, it is important to know how to use the correct wording and approach to get the attention of business clients and retain them. Here are some things to consider:
When clients have a good experience working with you, they are more likely to want to return. This is critical, as it can even supersede other purchasing considerations such as price. Things like good customer service and open communication are often highly valued by clients, who more often than not value having their needs met through a positive and supportive seller/buyer relationship over getting a good price.
If you wine and dine the key decision-makers of your clients’ businesses but then treat their other staff poorly, this can undermine a sale. While wooing the decision makers is essential, you should not underestimate the impact that their colleagues’ opinions might have on them. Therefore, your marketing approach should ensure that the buyer’s colleagues recommend your business, as many decision-makers will take their colleagues’ recommendations seriously.
When buyers are researching potential sellers of a product or service, the first thing they will do is access sellers’ websites for information. Even if your company was a previous supplier, a defunct or unhelpful website can severely undermine your chances of getting chosen again.
In addition to websites, the general online presence of a company shows how current and engaged they are with stakeholders. A good online presence is an indicator of your company’s reputation and can go a long way towards convincing buyers to trust you.
Explaining your product or service in theoretical terms is not enough to make the sale in most cases. This is only good during the research stage. However, to convince buyers to make a final purchase decision, giving them a live taste of what they’re investing in can be the deciding factor.
This goes for new clients as much as it goes for existing or previous clients, who are no doubt considering your competition. Therefore, to renew a contract or make another sale, you need to pull out all of the stops to show them, in physical terms, why they should give you their business.