How to do business in B2B? 1. Poznejte své zákazníky
Do you want to know how to avoid common mistakes in a B2B environment and effectively find new clients? Our five-part series will help you with this.
B2B versus B2C. If you are involved in business and marketing, whether in B2B or in retail, you know very well that these two worlds differ in some ways.
Differences can be seen, for example, in the following areas:
- target group (end customers vs. senior managers, decision makers)
- sales cycle (it tends to be longer and more complex in B2B)
- pricing strategy (fixed price set by seller vs. negotiation and individual agreements)
- marketing strategy
- communication channels
But both worlds have something in common: If you want to succeed, you need to know your future customers very well.
And that is our principle no. 1: Know your customers
Never forget two steps:
Step 1 : Clearly define your target group
Who are your customers? If you do not produce electricity and do not operate throughout the Czech Republic, the correct answer is certainly not “everyone”.
Whether a given company is your potential client can be decided by:
- its size (turnover, number of employees)
- branch, industry
- region of application
- the type of product or service it offers
- technological maturity or innovation
- values or philosophy
It is important to name the target group in as much detail as possible .
Example
You can name the target group as follows: “Small and medium-sized companies in the field of IT and software development, which are looking for an effective solution for data management and data analysis.”
Step 2 : Find out who enters the decision-making process
Answer the following questions:
- Who is the initiator of the purchase in a given type of company?
- Who else has influence in the decision-making process?
- Who makes the final decision?
- Who will end up using the solution?
- What is important to these people?
- What can you offer them?
The answers to these questions should influence how your communication with the company will look like .
And that brings us to another important point – personalization.
But more about her next time.
Do you want to find the right customers in the B2B segment?
Contact us and arrange a free consultation.
