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  The strategy applied in Business to Customer (B2C) differs greatly from that applied in Business to Business (B2B). Reaching out to Customers as a business enterprise requires a different approach from when reaching out to Businesses.
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Numerous businesses in the B2B space make the blunder of reaching their marketing in the same way that they would address B2C marketing, and then they marvel why they aren’t getting results. The explanation is simple: B2B and B2C customers are very distinct in the way they make preferences on what products and services to buy. Therefore, the approach of selling to Businesses must take a different approach. Here are some techniques that you can apply daily to improve your B2B conversions.
  1. Employ Personalized Email Marketing
Is it a well-known fact that B2B buyers are interested in rational, fact-based information? So, one might be tempted to write a bland email that is filled with jargon to appear professional. But the fact remains this: whether you’re trying to sell to an individual or a business, you’re communicating with people. Have it at the back of your mind that you’re trying to engage people, and using personalised emails is the only way to can communicate effectively with people. Selling involves communication and connection. Most businesses make the mistake of being too mechanical, that their sales communication lacks life. In a bid to appear professional, their emails cannot clarify in a very simple and relative form, the information they want their recipients to get. Personalization offers a bigger option. It enables your business to maintain an atmosphere of professionalism while breaking the ice and making the email much more exciting. 
  1. Keep Your Cold-call Catalogs Updated.
Keeping your cold-call lists updated means having accurate information about the list of businesses you want to reach out to. It means that you have an updated database of each business. Studies have shown that reaching out to prospective businesses with wrong information can reduce the chances of having a fruitful conversation. Imagine a business reaching out to your business without knowing the basic information of your business such as the product or services you offer, the present CEO, the city you are located in, and so on, I bet you’ll be displeased. If you can’t get the basic information about your prospect, why should they trust you? 
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According to Dennis Richard, CEO of Caller Search, the solution is to keep your cold-call lists updated by having all the information reviewed regularly. When you review your cold-call lists regularly, you’re armed with vital information about prospects who can either be a very productive venture or of no benefit, which can save you time and resources. For example, when your cold-call list is not updated, you might find yourself investing time and resources on prospects with zero potential such as businesses that have relocated.
  1. Follow Up Properly.
Follow up must be regular, well-timed and professional. When it comes to converting B2B leads, timing is of the essence. You must have at the back of your mind that businesses might be too busy to open your email, therefore, follow-ups are crucial. They help you increase the likelihood of the prospect engaging with your email, message or call. According to the Harvard Business Review, 26.1% of inbound leads are followed up within five minutes, and 35-50% of sales are usually won by the vendor that responds first after a lead makes inquiries. When contact has been made, that is when the prospects have responded, don’t just ghost them, keep them engaged with an email sequence so that communication gaps are bridged to remain topmost in their minds. This constant and well-timed follow-up can easily convert leads. Studies have shown that businesses that engage in well-timed follow-ups stand the chance of being called upon by prospects. Featured image source: Search Engine Journal
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This article was first published on 22nd February 2022

nnaemeka-emmanuel

Nnaemeka is an academic scholar with a degree in History and International Studies from the University of Nigeria, Nsukka. He is also a creative writer, content creator, storyteller, and social analyst.

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