We all are B2C customers with our own set of expectation about vendor’s business processes. We don’t tolerate ‘hiccups’ well unless the particular company happens to be our preferred provider.
When it comes to the B2B market, this is somewhat similar but a lot more complicated. The stakes are much higher, and the higher rationality of B2B relationships is a double-edged sword: customers are more reasonable but it also takes plenty more effort to persuade them.
So how is your company doing when it comes to success in building customer relationships? Look at our quick checklist below and assess if the following statements apply to your own business:
We act up because we realise the person dealing with us is risking their career and the whole company is risking their reputation – for us. We do everything so they look great in front of their customers.
We know we’re the experts and our customers look for solutions, not products. That means we keep improving our product and/or service based on previous feedback so the clients have increasing confidence in our abilities.
We keep the quality of our service consistently reliable rather than over-delivering in some tasks and failing in the others.
We sometimes act selflessly: we act humble and human because we know people buy from real people and this boosts our chances to get recommended.
We treat our customers as individuals: before and after the sale. We target our campaigns specifically to them and we use a single business funnel for each customer.
We understand our customers’ business and environment: we know what troubles them and why they came looking for us. It’s about them, not about us.
Our sales reps have personal responsibility for their sales: we follow up even after we make the sale.
Our sales reps know all about our product and the competition too.
We deliver unique value: we go the extra mile and deliver more than the client would be able to source or create themselves.
So how did you do today?
There is always room for improvement.
And remember: actions speak louder than words and solely measuring customer satisfaction is not enough. You need to be proactive and deliver what they want before the smile fades away from their faces.