A solid B2B sales strategy is the backbone of every respectable wholesale business. It is all about how you and your sales team approach potential prospects, present your products to them, and keep them satisfied until –and way after– they turn into customers. At first, though, you may find it hard to approach new customers and even harder to persuade them to choose your company to do business with.
The first meeting with a potential customer resembles a lot a first date. Yes, a date – and in fact it is usually a blind one. And you wouldn’t go out to a blind date with just anyone – so why would you randomly approach your customers? In other words, it is extremely important to research prospective clients before picking up the phone, emailing, or “asking them out” on a meeting. Browse through their business site and research their business on social media. This way you get a taste of what their business is are and how your business offering can fit their goals and needs, before requesting a meeting.
Extra tip: Before contacting a prospective client, research your competition too – this way you can see how they approach sales and what you can do to set yourself apart.
While the average sales rep’s weapons of choice are the phone and, as of lately, the email, nothing says “I want to do business with you” more than a face-to-face meeting. So get your business face on and pay a visit to your prospective customers.
Potential clients who ignore your business will immediately know that you care enough to bring them onboard your business, if you actually have hit the road to meet them. Even more, this eyeball-to-eyeball strategy could potentially pave the way for you to speak with the highest decision-maker of the business you are approaching.
According to Salesforce, this is also the best way to close B2B sales deals with tough and cold customers as it is easier to win customers over when meeting with them in flesh and bone. Why? Because your focus instantly shifts on your prospects and their business.
Extra tip: While meeting with prospective clients, it is essential to focus on them. Try to understand their challenges better, present what you can do for them, and ultimately, explain how your offering can meet their needs and provide solutions to their challenges.
Don’t look at prospective customers from afar – talk to them face-to-face.
And we don’t mean that literally – unless you are in the food supplies business. Now, let us explain ourselves: if you’ve set up a meeting with one of your prospects, why not give them an idea of what your product is like? And although sampling is mainly a sales promotion tactic used by B2C businesses, it can successfully apply to B2B sales as well.
Giving samples away to a business prospect is also a successful foot-in-the-door technique as you can rightfully contact your prospect to follow-up on their sampling. It is also an effective sales technique – especially if your product is not easily or widely understood. Finally, sampling is a cool way to get feedback from your target audience: What did they like about the product? What were they not so fond of? Would they use it?
Extra tip: If you want your B2B sales strategy to stay in the unobtrusive side of things, you can contact prospective clients asking them if they would like you to send product samples to them. You can also give product samples to potential clients during a face-to-face meeting or follow up on a meeting by sending your samples to the prospects you’ve met in person.
Being part of trade shows are one of the most effective ways to reach out to new and existing clients. Trade shows have immense benefits for B2B businesses – whether big or small- as they work as a great vehicle to increase your visibility, credibility, and awareness. It is also a good way to develop new sales deals.
How? Just take a moment to think about it: exhibiting at a show gives you direct access to an untapped pool of important prospects that are actually in the mood of buying.
Moreover, it makes your sales cycle much shorter as it allows you to cut to the chase and close the deal much faster. So take advantage of the setting and avoid time-consuming speeches. Your prospects are not interested in them; instead, they’re interested in what your solution can actually do for them and they are ready to hear it. Be direct and present the benefits and results of your business. This also means that, if possible, you should push to close the deal right on the spot and try to capitalize on the very nature of any business trade show: selling & buying.
Sampling is not only a B2C sales technique – it applies to B2B sales too.
We know two things for sure: first, word-of-mouth is still one of the most powerful marketing and sales techniques. Second, your happy clients are your business’s greatest ambassadors. In fact, they are the ones that will constistently show support for and champion your products and your business – especially, if they feel that you are consistently trying to keep them happy.
As such, your customers can provide a fruitful territory in terms of for lead generation, which you can explore for your sales strategy. In fact, you can capitalize on their good experience with your product in order to approach new prospects. Here’s why: once you have sold to them, your customers can help you sell to others. So, ask them for references or referrals to start reaching out to their business associates.
Extra tip: How you can develop champions for your products from your existing clientele?Ask your customers to provide reviews or testimonials for your products or you set up a refer-a-business-associate campaign, which will provide rewards to them. Keep in mind that it is better if you keep a close and engaging connection with the customers who act as your business’s ambassadors. This way they will know how much you appreciate their valuable contribution to your business growth.