Until very recently, in a poorly digitalised and predictable environment, B2B customer management only involved a certain operational order around cold calling, presentation of offers and samples, attendance at trade fairs and control of the sales network. Of course, it also involved incidents, but little more.
In recent years, attracting and retaining customers has ceased to be a mechanical and operational process and has begun to force companies to make decisions and change in order to ensure that their market identifies and values them as it always has.
Technology, the competitive environment lithuania phone number resource and new generations have influenced this new paradigm, generating a profound transformation in the expectations of an increasingly demanding customer regarding the way in which they wish to be helped by a "provider". The product becomes a simple means for them now.
Recognizing the need to put the customer at the center and investing in digitalization is not enough to achieve B2B customer management that truly means customer experience and a guarantee of survival for a B2B organization.
How can a B2B company manage this immense challenge around people, business and relationships? In this article we will give you our vision of which factors, in our opinion, will have the greatest relevance in successful B2B customer management in the long term.
Companies that excel in their way of relating invest in customer management based on these aspects:
What is a B2B customer?
It seems obvious, doesn't it? Are all those who have ever bought something from you your clients? Is selling in the short term the only purpose of your investment in clients? Are your expectations from your clients: "that they buy as much as possible from me as soon as possible"?
Many companies have been forced to reconfigure their own vision of customers. They have stopped calling customers all those who are in the historical billing database, in favor of those who, apart from remaining open, show a certain future potential.
Future potential for what? The logical answer would be “repeat sales” but, for many companies today, there are even more important factors such as the company’s vision, contribution of information and ideas and even the prestige of its brand.
B2B Sales Management today involves more effort, difficulty and the need for a lot of proactive work to sell. Selling requires more and more investment and therefore it is no longer enough to place the products on the shelves or in the salesperson's car and wait. It is about prioritizing and understanding where I should and can sow to expect something in the long term.
At BtrueB we assist in the design of almost all of a company's commercial and marketing actions starting from its customer. Seeking the best possible Customer-Centric experience for them, we therefore understand and work with our B2B and Industrial clients in a new way of managing their B2B clients based on the points described below:
