The Features of B2B Marketing
The Features of B2B Marketing
You will know the peculiarities of the B2B market in this article. Unlike sales to specific customers, the B2B segment involves working with organizations. However, it does not diminish the component of personal attitude, emotions, and mutual profit. Indeed, the B2B market is relationship-driven.
What Is the B2B Market?
Today’s B2B market is highly demanding, and only professionals can succeed in it, acting on the principle: first, the buyer must buy me as a seller, then my company as a partner helping to grow his business, and only then he accepts my offer.
The key to success is the employee’s ability to build personal and institutional relationships. There is high competition between manufacturers. The final purchase is carried out by a professional who chooses the most advantageous offer. Thus, we need to describe the advantages correctly. To do that, one has to contact the specialists to write papers for him.
The Main Feature of B2B
The main feature of this B2B market segment is the approach to the buyer, who is a legal entity, and the marketing strategies used. For commercial structures, purchasing goods or services is based on the need for greater profits in the future.
That is why native advertising based on psychological techniques is ineffective in the B2B segment. Therefore, discounts for regular customers are widespread in this sales segment, and the wholesale price is indicated in the price lists.
You must gain trust and convince the client’s decision-maker to accept your offer. Even the most objective and rational owner of a company makes purchase decisions, also guided by emotions. Moreover, many of these decisions are derived from a personal relationship with the seller. Therefore, it leads to situations in which not necessarily the best offer wins (from the point of view of the external evaluator) just because the seller had an excellent personal relationship with the company’s owner.
Businesses buy products for resale and profit. Resale is possible both to the final consumer and to the following legal entity. For example, a chain: a manufacturer, a large wholesale dealer, a small dealer. Raw materials, equipment, and consumables for own production. Every offer needs a clear explanation given by specialists. Goods and services ensure the functioning of the customer’s business and internal use by employees, customers, and partners.
In general, sales in this market also involve the creation of a marketing strategy, advertising, and promoting their products.
Who Should Be a Seller in the B2B Market?
In B2B sales, the time of sales representatives is over. It is essential to have an accounting consultant who looks at sales from a different perspective. One should not be guided by the desire to sell but, above all, to give advice and help. If the buyer sees that your main goal is to sell, they will lose interest in you and your offer. They perceive you as an intruder who steals their time in vain, interfering with their work. Therefore, you should try to convince them that you want to be their partner and help them grow their business.
Building Relationships in the Field of B2B Sales
Contact with the right people is the basis of success. Typically, in the B2B industry, the decision-maker is not present at the first meeting. Client representatives are usually specialists in the field of services offered. Even if you know that they are not the ones making the decision, try to build the best possible relationship with them and enlist them as your allies.
Once you know who you’re going to meet, get as much information as possible about the people you’ll be talking to.
Again, when preparing for the meeting, you must study the Internet and social networks.
Build Relationships with Client Representatives
They will recommend the business proposal to their boss. How they present your proposal largely depends on the impression you make. Besides, they will be your main point of contact.
What will be essential for clients is – the price or the atmosphere of the meeting, which is a sign of the quality of cooperation? They do not pay out of their pocket, so the atmosphere of collaboration is more important to them than the price. It’s hard to decide to work permanently with someone you don’t like.
B2B Market Difference from Other Niches
The B2C market directly sells to specific customers for whom the purchase is a source of pleasure, entertainment, or comfort. Therefore, advertising in this sector is built on the deepest instincts of people, their desire to dominate the crowd. Thus, the price of the product does not play a decisive role if the prestige and relevance are high.
This segment involves active advertising and communication with potential buyers. But the product’s end-user is removed from the seller’s field of vision, just like when working with government orders.
Marketing and Sales in the B2B Market
The basic steps to successful B2B sales are similar to those of B2C, but the methods to achieve the goals are different. Identifying customer needs requires a clear understanding of the problem of each particular company. Unlike B2C, legal entities can take a long time to make a purchase decision, they are interested in a large volume of the final product, and it is vital to consider all possible risks.
Attracting potential customers in this market segment is based mainly on the company’s reputation: reviews from other customers and round-the-clock service. When buying low-quality goods, individuals lose little, while for companies, this can be a strategic miscalculation. Retention of new customers plays a significant role in the B2B segment since this indicator forms a reputation. The key to success is prompt service at a convenient time for customers.
Customer Relation Management
Most companies are aware of significant investment in a customer-oriented business and building trust with customers. To build an effective Customer Relation Management system, strike a balance between methodology and an individual approach that considers the company’s characteristics.
To manage a CRM project, create a cross-functional team within the company that would be responsible for the final result. At the same time, companies are unlikely to do without external consultants who have knowledge in the subject area and are familiar with best practices. Therefore, it makes sense to include external consultants in the project team.
When choosing a customer relationship management methodology, based on which customer relationship management processes will be built or optimized, you should pay attention to the following points:
- Completeness: Coverage of all areas of the CRM company – sales, marketing, customer service.
- Integrity: The customer relationship management process should not be fragmented across different departments of the company. All divisions must operate synchronously within a single paradigm.
- Flexibility: the introduction of even the best world practices in the field of CRM can fail if the individual characteristics of the organization and the specifics of its business are not taken into account.
Often, companies start building customer relationship management processes by purchasing CRM automation application software, hoping that the software vendor knows how to work with their customers. Unfortunately, it is not quite the right approach. Software is a tool that results when the necessary infrastructure and management system are in place.
Therefore, implementing application software in a company where CRM processes are absent or in their infancy is akin to hammering nails with a microscope. The company will use certain features and capabilities of the software but will not be able to manage all aspects of customer relationships fully. For example, the only use of CRM software is often to store customer contact information.
Thus, the automation of processes in the field of CRM makes sense only after these same processes have already been built, and the company has a clear vision for further development in this area.
The Price Factor in the B2B Market
B2B selling is a complex process that, unlike B2C selling, is not based on impulse or persuasion due to well-planned marketing activities. Instead, in the B2B market, we are talking about higher-value deals that require a series of actions to complete, which eventually lead to the signing of a trade agreement, which, as a rule, determines companies’ cooperation in the long term.
For this reason, price does not play a key role in B2B sales. It is not a product sold here, but relationships established in weeks, built-in months, and maintained for years. B2B customers don’t buy because of the low price.
It is an essential element of trade negotiations but in the context of purchasing risk, not value in and of itself. Buyers negotiate prices when the seller and product are not credible. The buyer then expects a low price because it reduces his buying risk.
Loyal customers are one of the main assets of the company. It is impossible to develop steadily and maintain a leading position only by attracting new customers. Therefore, building an effective CRM system should be one of the priorities of companies operating in the mass market. In an environment where competitors can copy your product and service innovations in record time, customer relationship management becomes a critical competitive advantage that is hard to replicate.
The views included in this article are entirely the work and thoughts of the author, and may not always reflect the views and opinions of Regex SEO.