Working through partners. In B2B sales, work is often carried out through partners or a dealer network. But it is the company itself that generates applications. In this case, it is important to divide dealers into loyal and disloyal, single-dealers and no. If you generate applications for them, you need to track the efficiency and conversions of each dealer. measure NPS and record CSI. This can be done by small business email list setting up “cheats” in CRM or implementing a PRM system to automate dealer sales and control them. How to Assess Customer Satisfaction and Loyalty .
Useful material:NPS or CSI:
Long transaction cycle. In B2B, there are often several touchpoints with the customer before a purchase is made.
High cost of switching to a new supplier. It is important to understand that the B2B company is already cooperating with someone for the product or service you offer, it has formed certain expectations. And developed interaction processes. Often people do not change suppliers precisely because of the fear of the situation getting worse.
Hence the high competition for buyers’ attention. B2B clients need to prove the feasibility of changing suppliers.
In most cases, the goal of B2B sales is to make a second i saw him asking me where i worked 5 years ago or subsequent deal. Therefore, it is especially important for businesses to track customer LTV and conversion to the next purchase.
The presence of a locomotive product and a “going” product in the assortment. This is when, from the point of view of marginality, you are interest in selling one product. But in order to attract this or that client, you are forced to sell a product that is less marginal. But more attractive to him at the start of cooperation. And in such a situation, you need to look for ways to increase the average check and increase the volume of additional sales.
B2B purchases are rational
Accordingly, by “bringing to emotions”, you will not be able to motivate to buy a product or order a service.
Several decision makers (DM) with different motives mobile lead for purchasing. Thus, it is important to understand the degree of influence of each person on the decision, as well as to prepare and train a DM loyal to you to protect their supplier (that is, you). Keep in mind that you will not be present when the final decision is make within the company, and the outcome of the deal depends on how eloquent and convincing your DM is.
Some people use a product or service, while others search for or buy it. And it is necessary to decide who to focus on in the commercial offer, how to place emphasis and motivate to continue interaction.