Closing a deal in business-to-business transactions can be tough. Companies have limited budgets and even more limited time. To be worth buying, you have to be able to convince customers that your product will improve their business or increase sales.
The key is to create a great sales experience. And with so many B2B companies out there, you want to be at the forefront. Here are some tips for creating the best B2B sales experience.
Research Potential Customers
Don’t just jump into a sales pitch without knowing anything about your prospect. Not only will this result in a scripted, impersonal conversation, but it also means you could miss out on important opportunities based on the company’s needs and preferences. Take the time to follow the company on social media. Subscribe to their newsletter, if they have one. Browse their website. Research their values, their target demographic, and who they are as a brand. This way you can develop a tailored and perhaps more effective offer for your customers.
Create added value for your product or service
Next, you need to know exactly what problem your product or service solves for your customers. Would streamlining your workflow help him focus on higher-value aspects of his job? Would it help him organize his customers more easily, or would it help him provide value to his website and digital marketing? Really focus on the value your product or service provides. Get to know your potential customers first so you can tailor your offer accordingly. Whatever your value is, make it the focus of your offer.
Share a personal story
B2B sales conversations are typically longer than B2C ones. Consumers will likely have done extensive research beforehand and know exactly what they want before contacting you. In B2B sales, your sales team is often the one initiating the conversation. They may even have lengthy face-to-face sales meetings with potential customers.
To avoid coming across as too dry or uninterested, encourage your sales team to tell personal stories. Do they have experience in the niche your potential clients are working in? They’re likely to be sympathetic to the issues prospects face on a regular basis. You can also share personal stories about how your product or service has helped a customer who needs it. These stories will help you make a stronger impression and deliver a more effective sales pitch.
The Key Is Listening
Maybe you’ve already planned out your sales pitch. You’ve even done some research on your prospects to tailor your conversation to them. But if you keep talking, you might miss the sale. Instead, take the time to listen. This active listening is the most important part of any sales conversation.
By listening, you will know exactly what your prospect needs, what concerns they have about your product or service, and how you can help them. Your prospect will also know if you are really listening to him. If you take the time to listen to him, he will feel more valued.
Share the successes of your current customers
In addition to following your current and potential customers on social media, you should also share the posts of your current customers. This shows both new and old customers that you care about the company you do business with. This way, potential customers can also see the successes of your current customers in a “maybe it’s you” kind of way.
Even better than sharing posts they’ve published on social media, is to share your own success stories about your customers. Post them on social media, talk about them in your sales pitches, and mention them on your website. If your customers are successful, it only boosts your own credibility.
Minimize Buyer Risk
A significant investment is required from your buyer. It’s natural for business customers, especially, to be concerned about risk. Unfortunately, no one can honestly tell you that buying a product or service is risk-free. Every decision involves risk. However, you can try to minimize the risks so that closing the deal seems not only beneficial but also safe. Assuage their concerns as best you can. You can also compare the risks of working with you to the risks of your company staying put.
