How to avoid being boring in B2B sales
Who said B2B sales have to be boring? Time to reconsider, aiming at a human connection, rather than old-fashioned sales pitches.
Simona Pop, head of partnerships & global communications at InstaSupply talked about B2B sales in Beat the Buzz Nights by WeRSM and Audiense, explaining how the process can become more meaningful for both sides.
A selling process through social media doesn’t have to follow the standard sales pitches, as it should be more about creating a connection with the prospect client, before you try to sell your product.
Here are the steps that could be followed:
This is a quick way to understand the social journey when trying to sell a product, and it reminds us what we already know as online users, that “cold calling” doesn’t work on social media.
Next time you’re about to promote your product, think as a customer first. How would you like to be approached? What’s the best way to build trust and actually listen to someone?
B2B sales have changed with the rise of social media as 82% of the prospects can be reached through social platforms, while social proof is more important than ever, with 84% of the B2B decision makers starting their buying process with a referral.
It’s even more interesting to consider that there may be up to 7 people involved in a buying decision. This means that you have to win them all to sell your product and the best way to do so is by forming an emotional bond.
According to Simona Pop, you have to keep your enthusiasm throughout the process and most importantly, you cannot abandon the process by the time the sale is complete.
“Just because you’ve got their money, you don’t win their loyalty” is a great quote she used to stress the importance of the next step, turning a sale into a loyal customer.
And that’s when the emotional bond is needed, along with an analysis of the best platforms that can strengthen the process.
LinkedIn is the primary social network for B2B sales, but when it comes to emotion, Instagram can be very useful, as the appealing content can create the required bond with the customers and boost the company’s presence with the right association of content.
B2B selling doesn’t have to be boring and it can be more meaningful when it’s focusing on the people involved in the process. B2B is still H2H (human to human) and it is important to pick your prospect customers wisely, ensuring that your values are aligned and you make a great match that can lead to loyalty.
It’s crucial to approach the right prospect customers and find people who believe what you believe (influencers, innovators, anyone interested in driving change and being ahead of the game). This will give you the opportunity to be creative and stand out with your ideas, while the emotional bond can make the selling process is easier.
Most of all, enjoy the process and stop treating B2B sales as boring. They don’t have to be and once you change your perspective, your customers will notice it and act accordingly.