B2B Communications
Some firms mistakenly equate marketing with advertising, or the idea of “getting our name out there.” When they think of gaining new business, they jump to the ill-conceived conclusion that their highest priority should be ensuring that “everyone” should know who they are.
But if your company sells a specialized product or service to a very specific type of buyer, mass marketing is not for you.
A much more cost-effective and results-generating approach is to design B2B communications—strategy and messaging—that will attract highly targeted audiences of potential clients, referral sources, and influencers and engage them in conversation with you.
- Prior to meeting, educate yourself about the prospect’s company; be prepared with informed observations and questions.
- Present yourself as a helpful resource—vs. on a mission to sell.
- Avoid rehearsed, one-way presentations or lectures.
- Offer new, useful information—for example, a recent success story at a similar company, news about a competitor, or an update on technology.
- Show interest in your prospect’s opinions. Offer ideas and ask for their feedback.
- Ask about what’s working well.
- Ask “What do you wish you had more time for?”
- Describe a possible plan of action or outcome you think would benefit the client. Ask “How valuable would this be to you?”
- Present possible ways a problem might be solved; discuss creative options. Ask “If we could be helpful to you in any way, what would that be?”
- Listen closely to the prospect’s questions and objections—and be prepared to respond.
For assistance with your company’s B2B communications or more on this topic, we invite you to Connect With Us.