Your customers are one of the most valuable components of your business. They help your business grow, and they are a huge part of making your brand succeed. Working on having a strong connection with your B2B customers can contribute to your company’s overall development.
With this being said, you should make it a priority to develop a closer relationship with your B2B customers. Creating a strong bond with them can help increase the trust that they put into your brand, thus making them loyal consumers.
Here are some of the benefits of improving your relationship with clients:
- High-Valued Feedback. Customers who are satisfied with your products and services would be willing to give you positive feedback. Additionally, if they have a stronger connection with you, it would be easier to ask them to review and rate your products.
- Customer Loyalty. Creating closer ties with your patrons can increase brand loyalty. This also leads them to recommend your products and/or services to other business owners.
- Increased Leads and Sales. Word of mouth can give you a huge advantage over your competitors, as this can help spread the word without spending on ads. Additionally, your clients would be motivated to spend more if they feel like they have a strong relationship with the brand.
- Well-Established Trust. Just as we mentioned, trust is important for your brand. Once you have developed a closer relationship with your audience, gaining their trust is almost automatic.
- Customer Churn Reduced. According to PWC, over 32% of consumers would stop supporting a brand after one bad experience.
Developing a closer relationship with your B2B customers will help decrease churn rates, as you can easily reach out to them and ask if their recent experiences with the brand are all pleasant. By showing them that you care, you earn their loyalty, which prevents them from switching to other brands.
1. Focus on Solving Their Pain Points
Focus on highlighting how you can solve your customers’ problems through your products and services. Show them that your brand can help them overcome their biggest pain points. You should aim to add value to your customers’ lives rather than focusing on other irrelevant factors.
Here are some tips on identifying your client’s pain points and how to improve their experience:
- Ask them to answer a survey. One of the best ways to familiarize yourself with your buyer’s struggles is by sending them a survey and feedback form. This way, you can get insight into their biggest problems and find ways to resolve them. However, note that not all people will be willing to answer a survey. Offer a token of appreciation in the form of discount codes and special offers to encourage them to fill out the form.
- Talk to your sales team. Arrange a meeting with your sales team and ask them to list what they think are the most common struggles B2B customers are experiencing. Focus on both your existing customers and prospects and garner all of the information that you have on them. This will give you an idea of where you can focus your resources.
- Take a look at your online comments and reviews. Regularly check your blog and social media comments, reviews, and testimonials. Focus on what people are saying and make a list of the most common complaints. It’s also a good idea to see if they are authentic reviews by checking the reviewer’s profile and data.
2. Listen More and Talk Less
Clients love dealing with businesses who listen to them. Let them know that you are listening and that you are taking their suggestions and complaints into consideration. Inform them they are important and that you want to give them what they truly need.
Treat every opportunity as a chance to show them that they are valued and appreciated. Listen to what your customers have to say without interrupting them This way, you can meet and even exceed their expectations.
3. Outrun Your Competition
Consumers tend to trust companies who act swiftly to bring them quality service. You want to outpace your competitors so you can be the star in your clients’ eyes. Know what they are expecting from your business and give it to them ASAP. You can also create buyer personas to better understand what your customers need.
Outrun your competition by seeing what your B2B customers are doing on a daily basis business-wise, as well as what challenges they are facing. You can also monitor their queries and suggestions by using social media listening tools and constantly communicating with them.
4. Think of Them as Partners
You should consider treating your clients as partners instead of thinking of them as buyers. Gather your data and see which patrons have been with you since the beginning. Choose the ones that know your brand inside out, and give them the chance to become a part of your business. This could mean inviting them to attend a brainstorming session, a meeting, or a special event. It doesn’t have to be a large group – all you need is a couple of individuals that you know you can trust.
Your B2B customers also have businesses of their own, which means that they know how to properly run a brand. Give them a seat on the board and you might find yourself getting some of the best ideas.
5. Work on Specialization and Personalization
It can be tempting to try and target as many people as possible, but doing so can make it difficult for you to build a closer relationship with your B2B clients. Try to segment your audience and narrow your list down. Specialize in two to three segments that you know would support your brand. See which individuals are most likely to give you lifetime value and higher retention rates.
Once you’ve got that down, work on personalizing your ads and messages to these people. You are working with real human beings, and so you should avoid sounding like a robot when communicating with them. Observe their buying patterns and advertise to them based on their past purchases.
Let them know that you are invested in seeing their business succeed as much as you want yours to grow. Show them that you care by participating in team meetings, sharing extensive data, and offering business tips that have been successful for your brand. This way, not only will you be able to build stronger and closer relationships with your B2B customers, but you’ll also earn lifelong partners and friends along the way.
6. Communicate Based on Their Terms
Your customers are likely to have different ways they want to communicate, and you should be ready to use the channels that they prefer. Some people might love talking to you on the phone, while some prefer to receive messages through emails and social media messages.
One way to know how they’d want to communicate is by sending them a feedback form or a poll. Gather the results afterward and segment the customers based on their chosen platforms.
7. Keep Your Tone Warm and Sincere
People hate talking to customer service representatives who sound nothing like humans. If you want to build a closer client bond, then always make it a point to sound inviting, warm, and sincere. Use positive words and address them by their names. Saying a simple “thank you” can go a long way, too.
Show them how empathetic you are when dealing with complaints and issues. This way, problems can be solved faster and easier. Ask your customer service representatives to be patient when listening to customers and to never interrupt when dealing with irate patrons.
8. Focus on Growing Your Successful Customer Segments
It might be tempting to try and grow your numbers in a rapid manner, but this move actually comes with a risk. Acquiring a huge number of customers can also result in big churn rates, which can harm your company.
If you want to build stronger ties with your B2B patrons, then try customer segmentation. Specialize in about two to three segments and focus on growing those. Put all of your marketing efforts into these people and see your brand grow. Gather all of the important data and study it to see which one of your clients are likely to provide you customer lifetime value.
Focusing on people who can give you higher retention rates can create meaningful relationships rather than shallow ones that can hurt your business in the long run.
Creating a closer bond with your customers might require a lot of time, patience, and different strategies, but it is definitely worth it in the end. Pay attention to the smaller gestures and be sincere when talking to your clients.
Be open to tweaking your marketing strategy and work on creating a plan that your patrons will appreciate. Remember: customer satisfaction is crucial for any B2B business. Once you’ve found the perfect strategy, make sure to maintain it so you can keep your audience happy.