We share with blog readers the results of a study conducted on the B2B market.
The task is to understand the motives for choosing contractors and the principal value of cooperation. On this occasion, we had our hypotheses.
Some companies have been developing digital marketing and sales strategies for ten years. Previously, digital had little penetration into the B2B sphere. Personal selling remained the primary sales tool, and the central problem was the need for more sales growth and the loss of customers.
The approach of most market participants has stayed the same, but the transition to digital tools has begun. Many now consider working with an online audience as a solution to the problem of low sales. They start social networks based on “being on the wave”.
In pursuit of leads and trends, attention is paid to communication with the client and, most importantly, his deep tasks. We call for a return to understanding the goals and objectives of the client. The job that the client is hiring you for. This is not only the development of an advertising campaign, software installation, customs clearance or the supply of components. Your competitors can do all this. Sometimes even cheaper or faster.
An in-depth interview helped us to look into the client’s values.
An in-depth interview is an opportunity to express yourself in an accessible form. We seek to know the interviewee’s emotions and point of view on the issue on which attention is focused.
Questions are not as rigidly defined as in a survey. The general scheme of the interview is planned, and during the conversation, the interviewer independently determines which question to go to or asks additional clarifying questions. Depending on the situation, the interview can take 30 minutes to several hours. The main focus is confidential communication. We need an honest assessment of the issue of interest. The specialist must be able to overcome the isolation and tension of the respondent.
To get detailed answers and understand the logic of decision-making, following the person’s thoughts and engaging in dialogue is essential. Therefore, no other method of questioning is suitable.
The Main Motive For Choosing A Supplier In B2B
The results did not surprise us. Hypotheses were in the air, and 80% of the market refused to notice them. Therefore, the marketing of most companies in the B2B sector is still at the level of 2022.
So, 100% of the surveyed owners and top managers named personal sympathy as the primary motive for choosing a supplier. The right words and arguments, the manifestation of expertise. It looks objective, but it is essential to understand that it will be something different for everyone.
At the same time, the owner-owner option was considered the most successful communication format. Great, but where do those “right people” come from? Most commercial offers go to waste, and the most popular response to a cold call is, “We don’t need it.”
B2B market participants confidently called a recommendation the best reason to contact a particular company. This fact raises the institution of reputation in B2B to a new level. Think about how long ago the approach to solving complex customer problems and handling complaints was revised.
Are you ready to quickly and effectively fix the mistake? Who in the company is engaged in primary communication with customers? What is the feedback there?
What Sales In B2B Do Not Work?
What about cold calls? What KP to prepare to get a contract?
Everything is evident here. The course has long been taken on an individual approach and expertise. Most B2B services and products are complex and require knowledge of the customer’s product and business.
The situation when a company tries to warm up the market with the help of cold calls is a thing of the past. Respondents unanimously stated that calls made by inexperienced employees are only annoying. When the conversation goes beyond the sales script, such managers often need help to keep the conversation on the same level as the decision-maker.
During the study, it became clear that the trend towards an individual approach only affected some. Only a few companies demonstrate a deep understanding of customer needs. Sending a general commercial proposal without considering the client’s objectives is still the norm.
What Is The Corporate Client Waiting For?
What worries me? What are the challenges facing owners?
Each market is different, and so are contractors’ tasks. However, three commonalities are visible when deciding whether to hire or change a supplier.
- The first is the level of communication. A corporate client needs to keep everything under control. What can go wrong? The contractor needs to get in touch, provide a regular report, or take a long time to implement the requested work adjustments. In such a situation, the client spends energy worrying and trying to contact and could – on developing his business.
As a contractor, the frequency of communication may be sufficient. Accept that this is your vision of the situation and agree with the client on acceptable terms of interaction before the entire market learns from a dissatisfied client that you cannot be trusted.
- The second is saving the client’s time. Everything is necessary here. How quickly you will deal with the difficulties, whether you will involve the client in this and in what form you will begin to discuss the project. The main job for which the client hires a contractor is to stop wasting time on decision-making and control. The task should cease to exist, and the result of the work should remain clear.
We like the saying, “The client doesn’t want to see you push; he wants to see the baby”. So don’t invite the client to birth with you.
If you understand that the perception of each party’s contribution has changed over time, discuss the new arrangements with the client.
- The third is confidence and security. What do we fear most in business? Lose money and time. Which of these is more important? There is only one task – to show the client your expertise and give guarantees. It’s often better to immediately stop doing tasks you can’t handle. Refrain from trusting communication with clients to employees who cannot communicate with the client professionally and on an equal footing.
