When approaching new contacts in the B2B market, relationship building is essential to you for supplying your products and services. A relationship with another company and the individuals within that company can become an excellent partnership where you become the main provider for their requirements whether this is a bulk order or a reoccurring contract.
An excellent example would be the supply of company vehicles. A campaign by a leading provider of commercial vehicles may target businesses that deal in trades, courier services and other services such as florists, event planners and caterers. All of these different sectors would use a company vehicle in their usual working days, which means that targeting these businesses means that there is a potential for more than a one-off purchase and can lead to a long-term supplier contract and a good relationship with this business. This could also be a reason for the company to buy a product from you in bulk.
An important part in B2B marketing is to create a good personal relationship with the companies you are selling your product to. Whereas B2C relies considerably less on creating relationships at the beginning, this does develop over time through brand building due to the very nature of consumer buying. Due to the amount of companies being less than the amount of consumers, building and maintaining a relationship is important. This will help to sell your product as the company would find you reliable and may want to create a long-term contract in which they buy the product from you every few months or every year depending on the product. A good relationship could also lead to the company referring you to other companies they work with which could lead to more sales and the potential for a few more long term contracts which will help build your company and increase your profits. Providing a good service will also increase the chance of you being referred as this will leave the company with a positive impression of your company.
An excellent idea is to ensure that you have an online presence in place too. Research in the B2B market has found that businesses consider different methods of marketing as extremely important compared to consumers. More than 41% of potential B2B clients will research your content online in order to gather more information about your company before contacting you, whereas consumers will rely more on reviews. Your online presence can be increased by having a functioning website which can easily be found using a quick search. To do this ensure that the web address is similar to the company name as this will make finding you easier for other businesses. Also ensuring that your website has easy to follow information that is informative for the reader.
It is essential to remember that building a relationship is important in B2B marketing as this will help to push your company further as well as remembering that having an online presence will help expand your reach to other businesses and help them to gain an understanding of what you do as a company. Also look for companies which might require multiple orders per year like the example at the top of the post as this could lead to a long term deal with this company.
If you would like to approach businesses with your products and services, let us know and we would be happy to help.
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