A chief purchasing officer is looking to buy 1200 portable storage containers; a project manager is looking for a consultant; a school district is looking to upgrade all of its computer hardware and networking systems. These are typical business needs that will not change in 2016.
What has and what will continue to change are the methods by which purchasers make their decisions and the uses of technology to improve sales on the part of marketers.
What will not change are some basic sales strategies that continue to be extremely important.
Traditional sales principles for years have included the a step-by-step process of moving a potential customer through a series of processes – Awareness of the product or service,
Interest in the product or service, Desire to take action in the form of a purchase, and, ultimately, the Action of purchase (AIDA).
Of late, CRM software has entered the “picture,” so that where the customer is in this 4-step process can be tracked and monitored.
At each step in this process, there are specific tasks of the salesman relative to the prospect, and they can be tracked and monitored via what has come to be known as a “pipeline” – a listing of each prospect, an accounting of the stage at which that prospect is, and the tracking of the tasks the salesperson has completed to date.
Using CRM software is a great way to keep track of customers and their current place in the process, but the purchasing behaviors are changing, so that the old AIDA process is no longer relevant.
Research now indicates that chief purchasing officers use a different process for making their buying decisions:
The other thing to remember here is that these steps may all occur simultaneously, so the task of the salesperson is no longer one of moving the potential customer through a progression of steps.
It is more a task of continued interaction with the customer, as that customer moves him/herself through a purchasing decision.
And what this all means is that the sales force of any company providing products or services to business is extremely critical, not less as some would believe.
Gartner Research recently completed a study of business organizations and their purchasing behaviors. Part of that study involved asking those involved in purchasing decisions what most influenced those decisions. Here are the results:
By far, the two top influencers are direct interaction with the salesperson and references. Of the next three influencers, two involve salesforce personnel as well. B2B marketing “experts” are kidding themselves if they think that their websites and their social media pages are converting prospects to customers.
What works in B2C marketing does not carry over into the B2B marketplace at all.
Don’t dismantle your website and your social media presence just yet. They are still important, but only AFTER successful interaction has occurred between the salesperson and the potential customer.
Many B2B salespersons can get lots of mileage by directing their prospects to a website which showcases successful solutions for other customers.
These satisfied customers then become the references that are the second most important influencer for purchasers.
And featuring satisfied customers on social media pages allows more confirmation that this prospect’s problem solution may indeed lie with this vendor.
Here’s an example of how a vendor uses its website for the purpose of highlighting successful client solutions. Basecamp is a company that sells cloud-based project management apps to businesses that may have several individuals or businesses involved in a project, all of whom must collaborate.
On its site, it features successful projects with details about how the apps were used successfully.
Sending a prospect to the site once the early interactions have occurred makes sense, but Basecamp does not rely on its site to sell its apps per se. Its site exists to provide information and benefit. For example, it offers a 60-day free trial of its software.
When a visitor is searching for project management solutions, the prospect of the free trial is quite attractive. Remember, experience with a product or service before the final purchase is a part of new purchasing behavior.
The technological aspects of B2B sales are largely left up to marketing departments; the people in the trenches, however, are the salespersons. Often, they are at cross-purposes with one another, and so a re-configuration needs to occur that puts marketing and sales people together, so that an overall strategy can be devised.
This collaboration and shared purpose will be a significant factor in overall success in the marketing landscape for 2016.
While we now know that personal interaction remains critical and that purchaser behavior has changed, we also know that the role of technology in B2B marketing will continue to grow in several ways. How can it not? A Google research study resulted in some very interesting data:
While marketers may have to dig really deep, there is critical information to be had online. And there are several steps to take to generate leads for your products or services:
The marketplace is highly competitive as you know. Your goals include poaching customers, but they also include always being mindful of how you must “massage” your current customers too. Of course, you will do those face-to-face things to keep your relationships going, but you can also use technology to help.
Given the increasing sophistication of tools and apps, you must be certain that your sales presentations are taking advantage of them all. Gone are the days of presentations in paper form – those are for proposals once you have significant interest. Initial sales presentations must be engaging, compelling and stellar in every way.
The use of media and video to demonstrate how your product or service really solves problems is just not an option – visual presentations maintain focus of your prospect. And if you participate in trade shows, these presentations are absolutely critical.
The next big leap in technology will be “smart” everything – cars, kitchens, entire cities. If you really want to be on the cutting edge of this technology, here is an example of its use in B2B marketing:
Suppose you sell and deliver product to a customer. Within each unit is a sensor. You can now track each product online – while it is in the warehouse, when it is used in the manufacturing process, when it leaves the warehouse and where it goes.
As you track product, you will know when your customer’s supply is running low. You then have a method of accurately knowing exactly when it is time to connect for the re-sell.
The changing landscape will mean a number of adjustments and thinking shifts.
The new year will be coming very soon. Plan and strategize now for your successful 2016!
Julie Ellis – Head of Marketing at PremierEssay, writer and passionate traveler. Received a master's degree in journalism, Julie devotes her life to the study of Internet marketing, social media and applied psychology. Connect Julie in Twitter and LinkedIn to find more!