Paying attention to facts will help you understand the dynamics involved in B2B marketing and by using the acronym FACTS; it will give you a deeper appreciation for what you do as a B2B specialist.
F is for Fear
Ironically, people who need B2B marketing in their business almost seem to shy away from it because of a lack of understanding. The decision makers in the company are afraid that things might not pan out as planned, which could mean their jobs are on the line. Or that the importance of B2B was not articulated in the best way that will make potential clients truly appreciate the worth of B2B marketing.
Decide to meet with your client to find the source of fear. Clients appreciate this approach because they understand the value of B2B marketing.
A is for Apathy
The down side in this business is when clients do not realize the disadvantage of not implementing B2B in their business. Especially, when they have been doing business a certain way and do not see the need to change. That is where you come in by illustrating how much they stand to gain if they come on board. If a client comes across as though they could not be bothered; it is advisable to step back and take a close look at the situation. Because there are some people who are very interested in what you have to say, but they try to get it for free.
C is for Complexity
The most natural thing for a client to say is "no" and when you make your sales pitch too technical, long and boring you are setting up yourself for failure. Keep it simple and let your presentation be concise and easy to understand by relating the client's needs to what you are talking about. Encourage the client to come on board by making a small sale to gain the client's trust and build his confidence in what you are selling. Somewhere down the line the client will fall hook, line and sinker for your proposal.
T is for Timing
Timing is everything in business and if you fail to capture the moment when the client is ready to sign on the dotted line then you have missed out big time; because you may not get such an opportunity again. Keep in contact with the client and try to use gentle persuasion for them to come around.
The person may come to see things your way or maybe they will not. Having perfect timing is crucial when it comes carrying your presentation to the next level.
S is for Stuff
Murphy's Law is can happen at any time in business and when things turn sour you are left with a ton of work given to the client with little or no money to show for it. Put contracts in place and measures to be paid incrementally through every phrase of work completion. This way you minimize on the chances of being left empty handed. Because in the beginning clients are all excited and willing to take your services. And when the ball gets rolling a lot of office politics can sometimes complicate your business relationship with the company.
F is for Fear
Ironically, people who need B2B marketing in their business almost seem to shy away from it because of a lack of understanding. The decision makers in the company are afraid that things might not pan out as planned, which could mean their jobs are on the line. Or that the importance of B2B was not articulated in the best way that will make potential clients truly appreciate the worth of B2B marketing.
Decide to meet with your client to find the source of fear. Clients appreciate this approach because they understand the value of B2B marketing.
A is for Apathy
The down side in this business is when clients do not realize the disadvantage of not implementing B2B in their business. Especially, when they have been doing business a certain way and do not see the need to change. That is where you come in by illustrating how much they stand to gain if they come on board. If a client comes across as though they could not be bothered; it is advisable to step back and take a close look at the situation. Because there are some people who are very interested in what you have to say, but they try to get it for free.
C is for Complexity
The most natural thing for a client to say is "no" and when you make your sales pitch too technical, long and boring you are setting up yourself for failure. Keep it simple and let your presentation be concise and easy to understand by relating the client's needs to what you are talking about. Encourage the client to come on board by making a small sale to gain the client's trust and build his confidence in what you are selling. Somewhere down the line the client will fall hook, line and sinker for your proposal.
T is for Timing
Timing is everything in business and if you fail to capture the moment when the client is ready to sign on the dotted line then you have missed out big time; because you may not get such an opportunity again. Keep in contact with the client and try to use gentle persuasion for them to come around.
The person may come to see things your way or maybe they will not. Having perfect timing is crucial when it comes carrying your presentation to the next level.
S is for Stuff
Murphy's Law is can happen at any time in business and when things turn sour you are left with a ton of work given to the client with little or no money to show for it. Put contracts in place and measures to be paid incrementally through every phrase of work completion. This way you minimize on the chances of being left empty handed. Because in the beginning clients are all excited and willing to take your services. And when the ball gets rolling a lot of office politics can sometimes complicate your business relationship with the company.
About the Author:
We produce b2b solutions for a host of clients spanning multiple industries. If you wish to learn more about our directors then visit our web site.
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