PULL Techniques for BtoB Communications
Mar 5th, 2008 by Julie
I think the term BtoB can be misleading. On the one hand, you have a business selling products to other businesses (thus the term.) However, you’re still selling to people.
It doesn’t matter if you’re selling software or soft-serve ice cream machines, the one you’re trying to reach is a real live person with the same feelings, emotions and needs as any customer in BtoC.
The new marketing landscape is all about conversations and relationships. Talking with people not at them. Not only is a relationship-building communications strategy more effective than an impersonal brochure or static website — it’s a lot more fun.
In the past BtoB marketers had to hit the phones daily to keep those prospects moving in the right direction, but Web 2.0 technology and New Media have made it so much easier. Bring your customers and prospects on board as part of the team and see what happens to your bottom line.
Here are a few ways to get started:
1) Start a conversation with the intent to help solve the prospect’s problem, not to sell your product. A simple "how can we help you" section or instant chat box on your website sounds a lot more friendly than an impersonal "contact" page.
Let your prospects know they’ll be talking to a real live person by giving an actual direct phone line or email address. If I have to go through a recorded phone tree or send my question to info@yourb2b.com I think I’ll just go someplace else.
2) Keep the conversation going with frequent communications. These can be in the form of blog posts, email autoresponders, a newsletter, or even a phone call. We know it takes up to seven touches before a prospect will remember us or buy from us. But did you know up to 90% of sales can be attributed to well-written, persuasive autoresponders?
3) Make sure the conversation is flowing in both directions. Listen to your prospect, ask him questions and take your time to consider the most helpful answer. Two way communication is at the heart of Web 2.0. When your customer is encouraged to offer insight and comments, he feels invested in your product or company. Think that will make him more likely to buy from you eventually? You bet.
4) Acknowledge when a customer or prospect has come up with a great idea. Give them the credit and say "Thanks!" Again, you’re reinforcing loyalty and encouraging that customer to spread the word about your great product. You can do this publicly in a newsletter or blog post, and again privately with a nicely worded personal email.
Good manners. Talking to real people. Making friends…
Granddad would be proud.
