B2B’s clients make purchasing decisions based on different criteria to those of individual consumers. What matters to them is not only the price, but also the quality of the working relationship and the predictability of processes. Understanding the expectations of B2B’s clients is key to building lasting business relationships.
In sales, the aim is to persuade the client to buy the product from that particular supplier. There are many ways to achieve this. Of course, it all depends on what is being sold. However, there is no doubt that building successful relationships is fundamental. This holds true both in certain sales segments B2C and in almost every sector B2B. This is because it is precisely the business customer who will often have a regular or ongoing need for a particular product. That is why relationships with them are so important. In this context, building a relationship with a business customer B2B is a far more complex process than in the case of individual customers. Taking care of every aspect of the relationship, from communication to tailoring the offer, is crucial. A business client B2B often expects transparency and professionalism at every stage of the partnership, from the initial contact right through to after-sales service. Regardless of whether you are selling to a business client or a private individual, ultimately it is always a person who is buying the goods. That is why it is so important to ensure you maintain a good relationship with them.
B2B’s client – the retailer is not the only source of information about the product
Over recent years, not only have customers themselves changed, but so too have working methods and the ways in which relationships with them are built. In the past, it was the sales assistant who possessed knowledge about the goods on sale. Of course, customers were sometimes experts in a particular field, but knowledge was never so readily available. Nowadays, regardless of what is being sold, information on specific products can be found online. In the past, for certain questions about a product’s application or specific, comprehensive solutions, the buyer could only ask the sales assistant. Today, they can type a query into Google and find the answer within a few minutes. Often, in fact, they’ll find several answers. What’s more, they can easily find competitors’ offers. That is why it is particularly important to tailor the offer to the customer, so that they feel it is made to measure. It is worth noting here that for customers at B2B, who expect a tailored offer, this means more than just a specially agreed price or product specifications. It also includes payment terms, delivery conditions and many other aspects that may be crucial to the running of their business. Understanding these nuances is key to maintaining long-term relationships with customers at B2B.
See also: Online wholesale business – what is it and how do you set one up?
A personalised offer and taking the initiative
What does a personalised offer mean? First and foremost, it’s worth showing the customer that you know what they need. To do this, you simply need to carry out a thorough customer analysis: what sector they operate in, and what their business involves. This will enable you to take the initiative and proactively suggest products and solutions that might be useful to the customer. Moreover, even if the customer tells you exactly what they need, it may turn out that you can also suggest something else that they could use or sell to their own customers. Personalising your offer also involves communicating with the customer using phrases that address them directly. It’s worth avoiding standard, overused phrases. Even a simple email written from scratch, without using a template, can make the customer feel that they are being treated as an individual and know that someone is addressing them directly.
See also: The ‘B2B’ sector – what is it, what are its characteristics, and why is it important for businesses?
Get to know the customer in person
Everyone likes to buy from people they know. During sales conversations, it’s also worth discussing personal or semi-personal topics. This really helps to make the salesperson seem more approachable and makes the sale easier. Information about what the customer does in their spare time, for example, can be useful here. Bringing up this topic later in the conversation can help build a very close relationship, which will in turn lead to a sale. Social media, for example, can help you gather this sort of information. That is precisely why it may be worth being active there, even in the B2B segment. As customers will react to your social media activity, you can also get to know them on a more personal level. By browsing their Instagram or Facebook profile, it’s very easy to find out what someone’s hobbies or passions are. Then, all you need to do is mention that passion when speaking to the customer, which will significantly lighten the atmosphere of any conversation right from the start.
Self-service customer – B2B sales system
There are different types of customers; some will want to get in touch frequently and ask questions every time, whilst others prefer to sort everything out themselves and quickly. This is precisely where the right system B2B can help. It enables customers to place orders themselves, whilst simultaneously recording and automating the process. However, such automation and customer autonomy do not mean a lack of personalisation in the service. By choosing a good sales system B2B, such as Centoro.pl, it is possible, for example, to set individual discounts for customers. This allows customers to feel that they are being treated as individuals, whilst the process remains automated.
See also: B2B sales – what is it and how does B2B trading work?
The B2B sales system and its UX
Working within a sales system must be easy not only for the salesperson, but the customer must also feel that placing an order does not require too much effort or time on their part. This is precisely why the UX of a sales system is so important. What is UX? It is everything that makes up the experience a buyer has whilst using a given sales platform. The platform must therefore be user-friendly and easy to use. Placing orders must be simple and intuitive. The same applies to searching for products. That is why a well-functioning search engine and a properly designed category tree can significantly facilitate sales. Intuitiveness also means being able to easily find the information you need on the platform. The product catalogue, contact telephone number, company details and registration form – all of these must be easy to find. If a customer encounters problems – for example, when registering on the platform – they may decide not to proceed at this stage.
Recording the sales process
The sales platform B2B will help automate many tasks. However, it is important not to forget that you shouldn’t just leave everything to run itself. Sales can, in fact, take place without any involvement on our part. Customers make purchases, receive their goods, and are then sent an invoice. Everything is automated to a very high degree. However, you cannot assume that a customer you have acquired will stay with you forever. Nowadays, switching suppliers is extremely straightforward. It takes just a few minutes to find competitors via a search engine and register with them. That is why monitoring customer retention is important. It allows you to tailor your offering to the customer’s needs. If you notice that a customer has suddenly started buying a new product, it’s worth looking into this. It may turn out that they have expanded their business, and it might be possible to offer them something else as well. Monitoring the other way round is just as important. If you see that someone is ordering significantly less or has stopped buying a particular product altogether, this may also give you food for thought. Perhaps they have switched to a competitor. It is worth asking and, if necessary, offering a larger discount, for example. It is worth emphasising here that customers at B2B should be able to count on flexibility, and the ability to respond quickly to changes in their needs or business situation is crucial. If we notice a drop in orders or any other sign that might indicate customer dissatisfaction, a swift response and adjustment of the offer may determine whether we manage to maintain a good relationship.
Customer retention
Customer retention is often something that companies overlook. This is a major mistake; it is worth taking care of the customer at every stage of their interaction with us. When it comes to retaining customers, the advice and expertise of the sales representative are crucial. It is worth making an after-sales call from time to time, as these can always yield useful insights. Responding to all customer enquiries is also a key part of the customer retention process. Crucially, such responses must be to the point and prompt. In this age of email and fierce competition, you cannot afford to leave a customer waiting for a reply for hours on end. The quicker the reply to an email, the less likely the customer is to turn to a competitor with the same enquiry. A great way to remind customers of your business is simply through a mailing or newsletter. Both of these methods, provided they are well planned, can encourage customers to take advantage of a new offer or bring back business partners who haven’t made a purchase for some time.
Loyalty schemes
This is a great way to encourage customers to buy regularly and, as their business grows, in ever-increasing quantities. These incentives can take various forms. One method is a tiered discount scheme. The way it works is that if a customer spends a certain amount within, say, the last month or year, they receive a specific discount on products. This encourages buyers to place orders consistently with a single supplier. Another approach could be to award points for every purchase. These points can then be redeemed for specific goods or for ‘credit’, which the customer can use to place a further order.
Summary
Relationships at B2B are based on trust and long-term cooperation. Meeting customer expectations boosts loyalty and sales stability. Some customers will require numerous discussions and the exchange of dozens of emails. Others simply want to act independently and quickly, without unnecessary contact. In both cases, you must enable them to do so. That is why it is so important to adapt and be flexible. Assessing the customer’s needs is fundamental to any sales process. By understanding their needs, you can offer them the solution they require. A perfectly tailored solution will make the customer feel valued; it is worth building rapport by asking questions about personal matters, provided you sense that it is appropriate to do so.
Questions and Answers
Who is the typical B2B customer?
This is a company or a person acting on behalf of a company that makes business purchases. Decisions are often taken collectively.
What does a ‘B2B’ customer expect from a supplier?
First and foremost, reliability, clear terms and efficient communication. Flexibility in the service offered is also important.
Why are relationships so important at B2B?
This is because such partnerships are usually long-term. Good relationships lead to repeat business.
How to build a relationship with a client B2B?
Through regular communication, transparency and keeping to agreements. Good after-sales service is also important.
Do relationships influence purchasing decisions at B2B?
Yes, they are often a key factor when choosing a supplier. Trust can sometimes be more important than price.