September 9, 2018
B2B companies are engaged in marketing services to other companies; In comparison to a B2C business that seeks to reach as many people as possible, a B2B company faces a reduced number of customers in specific sectors.
So, as a B2B company, your priority should be to invest in a robust commercial force, he told El Financiero, Israel Cerda, partner-director at G2 Consultores, and specialist in startups. “Your focus should be on nurturing a sales area to get started, but at the same time you should also adopt marketing practices to make your salespeople’s work more productive.”
And, the purchases of solutions, as well as services, are carefully studied by the companies. According to the Harvard Business Review, the number of people within a company involved in hiring a provider averages 6.8.
That is why below we present three recommendations to increase the possibilities in this sales process.
- Simplify the purchase process for your client
According to a study conducted by CEB and Gartner, managers in a company to hire a service provider live under constant stress. Respondents, more than a thousand senior executives, claimed to have taken more than twice the time expected to appoint a provider, and more than 65 percent said they had taken the total estimated time for the purchase just preparing internally to do it.
One of the main culprits of this complexity is the excess of information. The companies saturate the client with information about their characteristics, which often is not something that interests the clients. On the contrary, those that were more successful in sales according to the study were those that approached potential buyers with a focus on diagnosis and recommendations.
- What interests B2B buyers?
As in any other purchase, a B2B sale is influenced by objective and subjective factors, with different weight for each according to the type of organization and the companies in charge of the purchase. At the base of this ‘pyramid of needs’ when making a purchase is the most basic: that it meets the required specifications at an acceptable price.
Secondly, there is added value; As you progress in the pyramid, the criteria are more subjective. While near the base are measurable factors such as reduction of effort on the part of the buyer, saving time and greater organization; in the higher echelons, there are elements that are more difficult to quantify or that are specific to each buyer, such as a tie in the culture of the two organizations or how good the seller does to mitigate the particular fears generated by that purchase.
There are three qualities, according to a study carried out by Bain & Company, which are cataloged as the most important by B2B buyers: product quality, expertise, and quality of response. That is, how good is the product, how much knowledge is perceived by the provider and the warmth of the relationship with the supplier.
- Understand your customers to be able to retain them
Clients expect from their suppliers an understanding of their needs as individuals and as an organization. Knowing your clients and their professional aspirations, the way in which they prefer to interact, as well as the challenges they face within their organization and the ways in which you can help them, will make the relationship flow more naturally, they will take hold of your company and they consider you an ally throughout your career.
All this information will result from listening carefully to your customers and asking them the right questions, which will give you the guidelines to know in which points of work or interaction you should improve. The main thing is to align your work team with the expectations of your client to generate value in each step and help them achieve their goals.