Finding and winning new clients is always challenging. But businesses don’t always make this sort of work easy for themselves by failing to follow standard advice and, sometimes, going down the wrong route entirely.
Fortunately, this post is here to help. It explores some of the methods you can use to find and win new clients so you don’t wind up making the same mistake as other B2B businesses.
Do Understand Their Needs
Start off by taking the time to understand their needs in detail. Make sure you research as much as you can about what they do and their unique perspective on the market.
Taking time to understand their needs usually results in a swifter sales pitch. You can demonstrate that you can serve them personally and that they aren’t just going to be getting another generic service from another outsource provider.
Don’t Undervalue Yourself
At the same time, make it clear the value that you offer. Whatever you do, don’t undersell yourself. If you can deliver on something your client wants, let them know about it. Being shy usually won’t get you very far.
If you can offer flexible solutions, that’s even better. These give your B2B clients options and let them decide which solutions they want from a menu, giving them the impression they’re getting better value for money.
Using a presentation design agency like Hype Presentations is helpful if you’re the sort of business that is consistently failing to get its message across. Sometimes, it is just a matter of marketing, not operations or anything you’re doing wrong on the ground.
Do Use Clear And Simple Communication
Make your communication as clear and as simple as you can. Be sure that the people on the other side of the negotiation fully understand what you’re offering and how you can help them.
You don’t need to go into the jargon unless that’s something your client wants. Getting into the details isn’t always what they want to see. Your main job is to communicate the solution you offer and how it will help the people on the other side of the negotiation.
When you’re clear and simple in your approach, it changes things a lot. You have fewer questions and clients get a better sense of what you offer and how it can help them. This factor is especially critical in B2B operations where multiple people are making decisions.
Don’t Criticize Other Providers
While it might be tempting, don’t criticize other providers. It’s usually better to focus on your strengths and what you do well.
The way to do this is to compare your offering to those of other businesses. When it is clear you are the superior solutiuon, it can help in your marketing efforts. But avoiding the competition by name (unless it is in a chart) is usually the best approach.
If you do something really well, let your clients know. Explain to them what they are paying at the moment and the extra value they will receive if they go to you. You’re not necessarily trying to undercut the competition, just point out where they may benefit from your approach more.
Do Use Social Proof
Using social proof is also an excellent idea for many B2B businesses. That’s because it is extremely rare outside of the B2C market. If companies can see how other firms in the industry are benefiting from your services, they are far more likely to want to use you in the future. It’s just common sense.
It also makes life easier for internal decision makers if it is obvious that you provide clear advantages. They can make the case to their teams and superiors, helping companies make faster decisions.
Don’t Be Pushy
The last thing B2B firms want is a business that is pushy. The sector just doesn’t work that way.
Instead of being pushy, focus on getting customers on the sales pipeline. Keep moving them toward conversion using strategies that have evidence behind them. It doesn’t matter if it takes several months or years. What counts is whether you are moving forward and getting them to realise just how much they stand to gain if they start using your services.
If you have pushy people on your sales teams, teach them how to use Salesforce and other CRM solutions. These can provide them with AI-informed data on when to approach customers and how to make the sale. Sometimes, these services can even tell them what to say to them, given the customers’ history.
Do Demonstrate Expertise
You also want to demonstrate expertise when winning new clients. B2B customers want to see evidence of competence. After all, their business is on the lien is somethinggoes wrong.
The key here is to become a thought leader and change how you approach conversations with prospects. Instead of trying to be a lead magnet, focus more on demonstrating competence across the areas that matter to your target audience. Showing them that you can deliver on whatever they request is one of the best ways to win them over and make a success of your business model.
How you demonstrate your expertise will depend on your industry. Sometimes, you want to produce white papers while other times business events are the best approach. It really depends on what you do and how well you know the people buying from you.
Don’t Be Generic
It is tempting to be generic in some B2B industries, but we strongly advise against it. Even if you offer the same sort of thing as the next service, do something that makes you pop and stand out in some way. Don’t try to be the same as the next guy because that will get in the way of you winning the customers you want.
Do Build Relationships
Finally, it is a good idea to build relationships with your customers. Getting to know them personally helps to win them over and lock them in long-term. In other words, they want to do business with you.
