Previously I talked about the B2B social selling, the decision-making unit and the social tools that can be used to influence and engage these stakeholders.
B2B buying decisions by their very nature are complex and can take longer to execute. Every stage of the B2B sales process must be carefully prepared, negotiated and followed through as it would be a shame to falter at the last hurdle.
It is important to note that the relationship building process does not stop with the signing of contracts. Securing a supplier contract is the beginning of the relationship building process both off and on-line. The contract is a commitment of trust that will need on-going communication and negotiation. In this series of article I hope to convince you that social engagement is an important part of the relationship building sale process.
If you were to buy a new make and model of car, you would then notice any similar car on the road; you would start having conversations about your new car. All of a sudden you are alert to any messages connected to your purchase and these messages would influence and reinforce your personal experience. A corporate buyer is no different; you can influence your buyer’s pre and post experience with on-going social messages and engagement. This is a whole company initiative, if any of these touch-points fail to match the buyer expectations, future engagement and sales will be difficult to secure.
Use Social Media to Reinforce the Buying Decision.
You want to embed through social messages and engagement that your supply is the right buying decisions; here is how you can use social media to reinforce the buying decision.
Create press releases, case studies, blogs and articles of happy customer experience detailing the:
- Situation or the effect of the problem on the organisation.
- Difference you made in delivering the solution.
- Result of your actions measured in terms time, cost, customers and revenue.
- Demonstration of your credibility, promoting past results and successes.
- Case stories and your knowledge of the market.
- Demonstration the uniqueness of your bespoke solution
All the messages and content can be re-purposed and distributed to a variety of platforms on social media, such as Slideshare, speaker presentations, white papers, infographics, text, video and other promotional forms.
Ensure any issues are resolved quickly; delivery is paramount in maintaining and progressing the customer relationship.
Build your Relationship into Social Partnerships
- Continue to engage with and to support the customer initiatives, sharing their great stories.
- Introduce your clients to other important internal and external connections.
- Look upon the relationship as a partnership and get to know those parts of the client business not familiar to you.
- Build relationships with key connections that may not be important to the current buying decision.
People get promoted to key decision-making positions and strategic connections move on to other companies in the same sector, if you maintain all these relationships you are in a better position to capitalise on new opportunities as they arise. The broader your relationships, the better the stronger and more stability the partnership, relationship building strategies support future business building opportunities.
Become a trusted resource for opportunities and insights that will benefit the customer and not necessarily your sales objectives. Go the extra mile and think “what more can I do for my customer?”
B2B social selling is a time to look closely at the opportunities that technology can expose. There has never been a better time to embrace these social selling tools to find, develop and nurture new customer’s opportunities.
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