Interprofessional Group of Manufacturers for Marketing Study

How to communicate effectively about your products in the digital age? The advent of new channels modifies the commercial approach and implies the mastery of tools and concepts capable of supporting a sales strategy in line with the new

B2B sales, the new expectations of customers

B2B buyers remain true to their early expectations in terms of market knowledge, product expertise, logistical performance, advice and appropriate sales channels. For these professional clients, the digital tool's benefits are seen in terms of saving time, simplifying procedures and providing visibility on the entire offer.  

Information and comparison of product features and prices is just a click away. In this solitary approach, the B2B buyer scrutinises the offer and does not need the expertise of the seller at this stage. A great deal of autonomy, but this presupposes that the decisive information has been made accessible by the company beforehand.

Online transactions in BtoB trade are on the rise, but their share is still lower than that of traditional sales. On the other hand, the balance is already tipped clearly in favour of the digital medium for research procedures carried out prior to the transaction. The company's product visibility on the web is therefore crucial in negotiating its digital shift.  


Prospecting and customer acquisition in B2B

To meet these new expectations, managers are making new tools available to their sales forces. Sales and management software adapted to the digital transformation of the company and the digitalisation of processes, but also new methods for convincing as the digital sales field reshuffles the cards.

With the digitalisation of the B2B sales process, the buyer is primarily looking for a product. The brand's weight then supports the decision. The company's commercial strength therefore begins with the positioning of its products, complemented by in-depth work on the brand's reputation. This means that the sales argument is built before the meeting with the customer. During this initial contact, the sales representative addresses a well-informed buyer who has been informed on the basis of the information made available by the company. This implies a seamless consistency between the marketing actions carried out on the web and the sales pitch in the B2B sales cycle.  


How to buildcustomer loyalty in B2B ?

The digitalisation of customer relations is part of the evolution of the BtoB path.  

Customer relationship management in B2B now has to deal with the reviews and comments platform. These public impressions require systematic and appropriate responses, especially as they are likely to impact on the decision-making of prospects.  

Furthermore, the advent of professional social networks offers new opportunities that can be exploited by implementing a social selling strategy in BtoB. Social selling on LinkedIn is on the rise. And for good reason, social networks offer companies the possibility of very precise targeting and of distinguishing between prospects to be won over and customers to be retained. Loyalty is built through the exchange of relevant market information or communication about new offers. All these interactions help to anchor the brand in the minds of customers.