With the variety of customers and industries to be involved with, it can be difficult to identify the proper keys to effective marketing communication. The business-to-business sector can be an even greater challenge as transactions within these markets take on intricate decision processes.
Here are five tips for better business-to-business marketing communication:
Be Upfront
Business-to-business transactions are often driven by cost and the purchase’s contribution to efficiency leaving little room for unneeded daftness or flowery explanations. Attitudes lay heavy on quality and productivity as more money is on the table, and the complexity of the decision is extensive. Give businesses firm answers, and do not beat around the bush!
Focus on the Personal Relationship
Business-to-business decisions are complex and time consuming. Therefore, the customer will want to meet multiple times with a representative from your organization often before any transaction occurs. This gives you the opportunity to make them comfortable and build trust. Be sure to present not just the product but also the benefits through personalized presentations and events. Be patient through the process to promote future loyalty.
Change the Promotional Channel
Do not overdose on newspaper, magazine, and trade publications as these only have minimal motivation for customers to connect with you. Be sure to invest part of your promotional budget in paid search or “banner advertising” as these have a higher likelihood of convincing web visitors to submit contact information, download a brochure, or register for an event such as a webcast or conference. While it may seem limiting at first, it actually generates stronger leads that can be utilized by your sales team and pinpoint potential customers.
Always Focus on Customer’s Needs
Use your knowledge and expertise about your products or services to your benefit and present the products or services in a way that portrays their value and how they will fulfill the customer’s most pressing needs. Tailoring to the needs of the customer builds strong customer satisfaction which leads to customer loyalty. This customer loyalty will naturally breed profitability.
Take Care in Training Sales Reps
Not so long ago, sales reps had the power in the transaction and simply had to know how to give the sales pitch and the price book by heart. Times have changed! Today, most customers have already perused websites, social media, and other marketing materials to retrieve that information. Sales representatives should not only be a subject matter expert but also accessible through online portals. Having an online presence makes them available for customers to access. Early training should be in social media, blogging, and email marketing.
This prepares them for inbound leads, more successful utilization of your company’s sales processes and ultimately closing a sale. Sales reps are not only selling in 2015, they are marketing!
In conclusion, you’ll likely take your B2B communication to new heights by focusing on customers’ time and needs, increasing accessibility, and investing in customer loyalty. If you remember to be short and sweet along with these five aspects, you are sure to be golden!
Sources:
https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/business-to-business-marketing-5/business-markets-44/b2b-versus-consumer-marketing-similarities-and-differences-221-4828/
http://b2b-marketing-mentor.softwareadvice.com/building-a-sales-team-the-hubspot-way-through-content-marketing-0813/