Relationship building has taken center stage in the sales and marketing world. It has long been known that people buy from people they like. This rings true in the B2B world as well. Humanizing your brand and going out of your way to build a relationship versus just pushing a product or service is necessary in order to be successful. Remembering that you are marketing and selling to people will help to better optimize your strategy. Companies are built on repeat business, and that business comes from strong relationships. Here we outline five ways to strengthen your B2B client relationships.
Marketing automation has allowed for the creation of email drip campaigns that give you the ability to nurture prospects and clients on a mass scale. Current clients should be placed into their own workflows that communicate educational content as well as additional products and services that may be beneficial to that client. Segmenting your lists by industry, job role and previous purchases will allow you to send more personalized content to a particular group.
Offering discounted rates or packages can be a great way to upsell current customers and maintain long term relationships. A small incentive as a thank you for being a loyal customer can go a long way. While you still want to ensure you remain profitable, your offer should provide true value to your client. Detail what benefit you believe your offer provides to the client as well as the typical cost versus what you’re giving them.
Transparency has long been a buzz word in the business world and is still of vital importance when trying to establish repeat business. Being clear about what your products or services can do, as well as their limitations, will help to establish realistic expectations. Answering any and all questions openly and honestly is one of the most important things you can do to establish a strong business relationship.
Meeting with clients on at least a bi-weekly basis will help to establish better communication. Communication is important in any relationship and it is no different in the business world. These meetings let your clients know they are important and allow you to address any problems or questions in a live touch setting. Email is a great way to address small details, but a regularly scheduled phone meeting will help you to better address any major concerns.
When it comes to communication and establishing a relationship, nothing beats a face to face meeting. Whether you are traveling to a client’s office or they are visiting your facility, be sure to offer a first-class experience. The visits should have a purpose while allowing for time to simply engage and speak with your client. When a client comes to visit your business, be sure your office is clean, you have a dedicated conference room to meet in and all of your employees are dressed appropriately. Food and beverages should also be provided along with any other potential needs or wants.