The term B2B is sometimes misunderstood, even by professionals who excel in a given field.
Some view it as a term that describes a particular relationship between one major organization and another. But B2B relationships can occur between organizations of all sizes.
Let’s take it a step further – even a one-person operation or a self-employed entrepreneur functions as a business in some sense of the word. They offer a product or service, and they may choose to make that offering to an established organization rather than the average consumer.
But can this type of effort succeed, especially in the long-term? What do self-starters and single-person service providers need to do to succeed in the world of B2B sales?
The Right Tools Can Make All the Difference
Let’s say you are trying to market your services to an established company. Think of it from their perspective – what are they actually getting from you? And how will they benefit from your service enough to justify investing in it initially?
Having the right technology can be a difference-maker when you’re trying to bridge the gap between individual and organization. Think about how something like a simple hub location to keep track of collaborative efforts can sway a potential client. Something like Airstory can function as a place to track progress and show how a B2B project is progressing.
If you’re in marketing, do you have a subscription to a tool like SEMRush, to provide search engine and keyword reports to clients based off the best algorithms in the industry?
Even if you don’t have the biggest name, using tools that are recognizable and popular can be enough to sway potential clients. But having the tools isn’t enough – you need to be able to articulate the benefits you offer, or, even better, how you’ve successfully offered those benefits to other businesses in the past.
You Need Experience, But Not Necessarily B2B Experience
Understanding how businesses work can help you think like a manager, which in turn makes your sales pitch easier to construct.
You need experience working with businesses and functioning in the chain-of-command of a successful company. When you have that, you may not need dedicated B2B experience. You can come into this industry fresh, combining your expertise in your own field with an understanding of what a company looks for.
Think about how you or your old manager would’ve responded to your B2B pitch if you were the receiver instead of the sender – would you be skeptical? If so, it may need some work.
Make the Benefits of Your Service Quantifiable
Business is about facts, figures, and fully-reliable data points that usher in profits and growth. That means when you’re trying to promote a B2B service, you need to be able to articulate the benefits.
How many more followers could your client gain? How much could their sales increase? If you have previous B2B clients who you’ve helped successfully, ask them for numerical data on just how much your service improved their business. When your prospective client sees numbers and hard data rather than simple claims, they’ll be more likely to take you seriously.