B2B sales and B2C sales differ. For example, compared to most B2C customers, B2B buyers tend to buy less impulsively and more intentionally because purchases are usually for specific needs. As such, B2B buyers need to think more logically and in the long term. With this in mind, B2B businesses need approaching sales more strategically to ensure they are meeting these needs. Consider these tips for help.
1. Prioritize Data Security
How does your organization process, store, and share the personal information behind all of your orders and customers? For many businesses, this is where online secure file sharing comes in. If you are like many enterprises, the majority of your data is online. To ensure your employees and customers can securely and efficiently access this information, prioritizing data security is essential. There are many data security resources available. Reaching out to data security professionals early in your business planning can help you set all your sales up for success in this area.
2. Research and Understand Your Buyer
How well does your sales team understand your buyer? Really think about this question. To be as successful as possible with sales, understanding your buyer is key. For this to be possible, research is necessary. When you interact with buyers, questions can be especially useful for gathering information that can guide your future approaches. What is your buyer looking for? What needs does she or he have? How can you respond to those needs before he or she brings them up?
3. Embrace Automation and Self-Service
With the average salesperson spending more than half of his or her time on non-selling activities, finding alternative ways to complete non-sales tasks is essential if you want to have more sales without hiring more people. One way to do this is through automation and self-service tools. By implementing these resources, you can free up a significant portion of your salespeople’s time. As a result, they can then dedicate additional time to more sales.
4. Become More Than a Sales Rep
Being a sales rep is necessary for the success of any B2B enterprise, but it should not be your only role. Instead, make an effort to be more than a sales rep. For example, think about all of the ways you could contribute to your company by helping other employees learn and grow. What knowledge or skills do you have that you could help other employees gain? By finding ways to aid in the growth of others around you, you can transform yourself beyond a sales rep and into a trusted advisor. This kind of role can have an impact on an entire company.
5. Build Relationships
At the end of the day, B2B relationships are really person-to-person, or P2P, relationships. Because businesses usually work together more than once, as is often the case in transactional B2C interactions, they also tend to last longer. WIth this in mind, try to think long-term to start building relationships early. When you are talking to potential leads, try to speak with decision-makers personally and start getting to know them as soon as possible.
6. Earn Trust
Building any kind of relationship requires trust. In B2B businesses, there are many ways for leaders to increase trust. For example, ethics and altruism can be one effective way of gaining the loyalty and trust of younger B2B buyers. As a B2B business, make an effort to speak to this concern. On the other hand, different audiences will have different needs. Take the time to understand all of your buyers and find ways to address the unique needs of each type.
7. Listen More, Market Less
Speaking of building trust, how well do you listen to your buyers? Something to keep in mind: Listen more and market less. As tempting as it can be for B2B salespeople to sell their products, sometimes listening with the intent to understand rather than respond is a better approach. Not only will this give you a clearer understanding of your buyers and what they are looking for, but it will help you build a better response.
8. Get Social
How do you interact with customers outside of basic in-person transactions? Going where your customers go is a good place to start. For example, many B2B companies turn to social media to connect with customers because so many people use popular platforms. With that said, however, you do not have to limit yourself to online communication. Think about ways you can create and attend events that your buyers would take part in, too.
B2B sales success can be challenging, but there are many ways to make it easier. Try these tips to step up your B2B sales game today!