B2B sales is a world away from business-to-consumer sales, and many attempts by companies to translate approaches and methodology from one to the other simply don’t work. Like business-to-consumer, the game is attracting prospects to your good or service, but unlike business-to-consumer, the endgame with B2B sales is retention. In order to attract unique customers and keep them there, your sales department needs stellar staff, a unique approach, dedication to your customers and a drive to learn more. Here are five sure-fire tips for improving your B2B sales.
Hire Better Salespeople
This one may sound obvious, but it definitely bears mentioning. Too often sales departments start on the wrong foot by either not casting a wide enough net for employees, or not critically evaluating their hiring criteria. To get B2B sales started right, enlist the services of a company like Sales Talent Agency who can help you choose from a vast database of employees, vetted according to a strict methodology that pairs you with not only a high-performing candidate, but the right candidate for your company. This is the foundation for solid B2B sales, so it’s best to do it the right way.
Leverage Your Uniqueness
What customers want to know, ultimately, is what sets you apart from your competition. You can offer low prices, but then your company runs the risk of scaring off premium customers. What you need is a clearly defined, honed value proposition that sends a powerful marketing message – this starts with an earnest attempt to understand your customers’ needs, and then addressing them with some unique feature of your business.
Consider Your Existing Customers
With all this mad scramble around attracting new customers, don’t risk alienating your existing customers. A good B2B sales department will always treat customers as though their business is precarious, renewing efforts to please and solve problems. Check out this article on why B2B marketers should focus on existing customers, which makes the case that, despite overwhelming evidence to suggest that customer retention is vitally important, companies often come up short in their retention efforts.
Know Your Customers And Prospects
Here’s why it’s so important to hire salespeople that are motivated and curious: in B2B sales, knowledge is power. Encourage your salespeople to investigate their clients, both existing and prospective, to determine what frustrations they deal with, and how you can help mitigate those frustrations. The more your salespeople know about their customers, the better equipped they will be to make important sales – that’s the bottom line.
Other than that, always be working on your pitches and proposals, and keep a cool head if something doesn’t go your way. B2B sales can be a tough racket, but when you succeed it’s a lucrative business. All you can do is try your hardest – following the above five tips as a roadmap – and hope for best. If you hire great salespeople, emphasize the importance of customer care, and clearly define your value proposition, the sales are sure to follow.