Succeeding in Business-to-Business (B2B) sales requires a nuanced understanding of the complex decision-making processes within organizations. Unlike B2C transactions, B2B sales often involve multiple decision-makers with unique needs and priorities. Navigating this landscape requires persistence, insight, and data-driven communications. Let’s look at three “musts” for approaching B2B buyers.
Your existing customers are your most profitable customers. They buy more frequently, and they spend more when they do. But are you paying sufficient attention to them? Could you be losing customers without knowing it? Understanding why customers defect to competitors is the first step in retaining them, so let’s look at four key reasons you might be losing customers without realizing it.
When economic times are uncertain, different businesses take different strategies. Some tighten the belt, hunker down, and wait for things to improve. Others see opportunities. When their competitors pull back, they invest so they are way ahead when times get better.
Do brands have identities? Sure they do! Think about some companies most associated with a strong brand identity: Starbucks, Nike, Apple, and Coca-Cola. When you think about these brands, you think about more than products. Whether it’s excellence and determination or the warm feeling of bonding with friends and family, each brand has a strong identity of which customers want to be a part.
In today’s digitally driven world, it’s easy to assume that everyone is connected, but the reality is quite different. Millions of Americans still lack access to high-speed Internet—42 million Americans, to be exact. (The FCC defines “high-speed” as download speeds of at least 25 Mbps and upload speeds of at least 3 Mbps.) This underscores the importance of keeping print in the marketing mix. Printed marketing materials like postcards, sales letters, and other direct mailers reach every American, regardless of their Internet connectivity.
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