Sales strategies are one of the most crucial tools that businesses can use to increase their B2B customer base. Without it, they may struggle to expand or even maintain their current clientele.
This is especially true in B2B markets, where competition is often fierce. As such, customers have a wide range of options when choosing which companies they want to do business with. Why should they choose yours?
Today’s blog post will focus on the different sales strategies that B2B companies can use to facilitate lead generation and sales.
Define Your B2B Customer
First things first, what is a B2B customer base? In this context, it refers to the pool of customers to whom a business sells its products or services. Before starting anything, B2B companies must clearly understand their target market and who they are trying to attract.
Doing so will allow them to better tailor their sales strategies to the needs and preferences of their potential customers. For instance, let’s say a company sells business consulting services. It may focus on attracting C-level executives or entrepreneurs launching new startups.
The best way to get a clear picture of your target market is to create B2B buyer personas. These semi-fictional representations describe the ideal customer for your business. It includes their demographics, interests, behaviours, pain points, and more. There are several tools and techniques that you can use to create buyer personas, including:
Customer Surveys
One of the most straightforward ways to collect data about your target market is by conducting surveys. You can use tools like SurveyMonkey or Google Forms to create questionnaires. You then send surveys directly to your existing customers or distribute them through email, social media, or other channels.
Market Research
Another option is to do offline and online market research. That involves gathering information by exploring industry reports and publications.
Focus Groups
You can also hold focus groups with many customers or stakeholders to gain insight. Bring together people from different demographics or industries who share common characteristics. For example, you could gather small business owners in your area.
Once you have this information, you can use it to create detailed buyer personas that will help guide your sales strategy moving forward. Every decision you make, from your content to your sales tactics, should be based on these personas.
Coordinate Sales and Marketing
A harmonious team is an effective team, and this is especially true for sales and marketing. When these two departments work well together, it can help drive more conversions and increase the number of new B2B customers. Otherwise, you may end up with conflicting messaging and processes, which can cause confusion among your potential customers.
One of the best ways to ensure sales and marketing work together effectively is to establish clear departmental goals. Most sales teams typically use a certain process to follow up with leads. This process should be documented and shared with marketing so that sales can easily pass qualified leads on to them when necessary.
In addition, you may want to create a dedicated channel for getting sales and marketing input on content. This can involve setting up weekly or monthly meetings. These allow each department to share ideas, feedback, and suggestions. Alternatively, you could set up an internal wiki or another type of collaborative platform.
Maintain Excellent Service and Customer Support
This one is pretty straightforward. If you want to increase your B2B customer base, you must offer exceptional service to exceed your customers’ expectations. That may involve several different strategies, such as.
- Providing fast responses to inquiries and support requests: You should aim to answer customer concerns as quickly as possible, ideally within a few hours or less. You can achieve this by having a dedicated team of customer service representatives available 24/7. You can also use an automated messaging system that allows customers to request more information at any time.
- Offering personalized support: Each customer should feel like they are receiving a personalized experience. Gather information about your customers’ individual needs, preferences, and buying history and tailor support for them.
- Building strong relationships: Finally, building strong relationships with your customers is one of the keys to providing exceptional service. This can involve proactively reaching out to customers to ensure they are satisfied. Quickly resolve any issues that come up to prevent them from becoming long-term problems.
By maintaining strong relationships with your B2B customers, you can help strengthen their loyalty, increasing the chances of repeat purchases in the future.
Master Outbound Calling To Increase Your B2B Customer Base
Finding new leads can be challenging in a B2B setting, which is why many companies turn to outbound calling. Outbound prospecting involves contacting potential customers to introduce your product or service. Take the opportunity to answer any questions they might have, and let them know about any relevant promotions or special offers you may have.
Outbound calling has the potential to be extremely effective when done right, but it can also be irritating if not handled properly. There are a few key strategies that can help maximize its effectiveness.
First, you should pay attention to the timing of your calls. Specifically, you should avoid contacting leads during peak hours, such as early morning or lunchtime. You also want to avoid calling during time-sensitive events like conferences and meetings.
Second, you should always have a clear goal for your outbound calls. This will help ensure that you focus on the right people and ask them only the most relevant questions. Don’t simply ask potential customers if they are interested in your product or service. Instead, focus on answering any specific concerns. Or try finding out more about the purchasing process they are currently using.
Finally, consider outsourcing your B2B outbound calling efforts to maximize efficiency. By bringing in an outside vendor, you can take advantage of their software and expertise. Outsourcing will help optimize your outbound calling strategy and reach more customers in a shorter time.
Use Sales Chat on Your Website
Keeping with the theme of flawless customer service, you might consider using a sales chat feature on your website. Sales chat is a real-time messaging system that allows visitors to your site to quickly and easily get in touch with one of your customer service representatives.
There are several benefits to using a sales chat feature on your website. For starters, they provide quick and convenient customer support. It also allows you to engage with potential customers who might not be ready to purchase just yet. Additionally, chat options like live video or audio calls can help create a more personal experience.
As for options, there are various tools available that you can customize to fit the needs of your business. You may link the software to your Facebook or Twitter account or embed it directly into your website to give users quick and easy access. Artificial intelligence (AI) can also be a practical tool for automating some of the tasks involved in sales chat.
Social Media Selling
In addition to outbound calling and sales chat, social media can also be a powerful tool for improving B2B lead generation. Depending on your industry, some social media platforms may be more effective than others.
LinkedIn is an excellent resource for B2B teams because it allows you to connect with business professionals in your industry. Instagram works well for businesses that focus on visual products or services. And Facebook can be valid for reaching a wider audience.
Regardless of which platform you choose, social media selling is all about creating engaging content. Said content should resonate with your target audience. Establish yourself as an industry expert by sharing:
- Informative blog posts and articles
- Curated visual posts (Infographics, photos, videos, etc.)
- Customer testimonials or case studies
- Webinars and other online events
Don’t Be A Salesman. Be a Consultant
One tip we can give for increasing your B2B customer base is to avoid acting as just another salesperson. You’re not selling used cars or vacuum cleaners here. You’re offering professional services that can help grow your customers’ business. As such, it’s vital to position yourself as a consultant or advisor rather than just another salesperson trying to make a quick buck.
One way to do this is by focusing on the needs of your potential customers and showing them how your services can help. Rather than aggressively pitching your services, focus on highlighting the value you can provide customers. Build relationships and foster trust by listening to your customers. Offer them advice and guidance based on their unique needs.
Your social proof should help reinforce this message as well. Include customer testimonials and reviews highlighting how your services have benefited other businesses.
Offer a Free Newsletter
Finally, most B2B sales teams can benefit from offering some sort of free newsletter to their customers and leads. It’s a great way to stay top-of-mind in the mind of potential customers and keep your company on their radar long after they have left your website.
Every week, month, or quarter, you can send out a newsletter. It can contain industry news and updates, sales tips and insights, or other content that helps to position your business as an expert in your field.
They will remember your company each time they receive your newsletter. In turn, potential customers are more likely to contact you when they are ready to purchase. Offering a free subscription also allows you to collect valuable customer data that you can use to target future sales efforts.
Bottom Line
There are many different sales strategies that you can use to increase your B2B customer base. Whether you focus on social media selling, outbound calling, or email marketing, the concept is the same. You must offer valuable content and build long-term relationships with potential customers.
If you need any help with your cold calling or marketing strategies, be sure to contact Leads at Scale today. Our expert team excels in sales, and we can help you achieve your business goals.
