As more and more decision-makers become digital-first buyers, the B2B sales strategies of the past need to be adapted to meet these buyers where they’re at. You may be wondering where that is, well the short answer is online. But let’s look at how we can perfect your B2B sales strategy.
1. Create content for different buying stages
Even though the five basic steps of the buying process still do exist the way information is gathered for these stages is different. In the past when a buyer experienced a need they would connect directly with a salesperson and be walked through the different stages.
Nowadays most buyers may only connect with a salesperson when evaluating the options or making their final purchase. Before this time most of the research has been done online and through recommendations from customer reviews and friends and family.
For this stage, you will need to create a content library with content which answers the most common questions customers ask as they move through the buying process. This content should be readily available for your salespeople to share on their social media pages.
2. Align sales and marketing
There must be clear communication between sales and marketing. Sales should advise marketing on the content needs of the customer. And marketing should create the content in the best consumable form. It can be in pdfs, infographics, images or videos. By bringing the expertise from both departments and giving them a common goal to achieve they will ensure that more revenue will flow into your business.
3. Communicate across a variety of channels
Look at which social media sites your key customers are on and ensure you have a profile on each one. This is where you can build relationships with your customers. You can send out information which can move you in the direction of becoming an influencer or thought leader in your industry.
Email is also a good platform to send newsletters or other information which is important for the development of a good relationship with your prospects.
4. Connect with the decision makers
As most B2B decisions require a committee to make them, you have to ensure you are speaking to the right people. Ensure you are speaking to the individuals who can make the decision to implement your offering or who can connect you with the right people.
Treat everyone with respect, so that they will feel more inclined to give you the information you need to move along in the selling process.
5. Choose the right tools
You can be the best salesperson in the world, but if you don’t have the right tools your excellence might be stifled. Make sure you have access to the right tools to do your job to the best of your ability.
6. Listen to your customer
You should speak 30% of the time and your customer should have the rest. Ask them open-ended questions to give them a chance to elaborate and give you all the information you need to see if you and them are a good fit. By listening actively to your customer, you will be able to ask good questions which will work towards closing the deal. This will also show you care about what the customer is saying.
7. Be available for a quick response
Your response time to queries from your customer will determine whether they do business with you or your opponent. You need to be able to answer queries quickly, especially during office hours. Have a chatbot on your website with someone monitoring it so that they can answer your customers quickly and accurately.
8. Ask for reviews
As the current decision-makers are influenced by what their peers do and say more than in previous years, it is important to have positive reviews on your website and social media pages. These reviews will help you to build social proof. During a follow-up session with a customer and they are happy with what you did for them, ask them to leave a review for you and you can send them links to the sites you are on.
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