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Learn How to Associate B2B Customers with Your Company

foster relationship with customers by relying on F2F customer feedback
BY Jaspreet Kaur
Feature Writer, BusinessEx
Oct 22,2018

For a B2B business, customers are critical in every stage of its development. Primarily, B2B customers are pivotal to flourish the B2B business. A large customer base helps to enable organic growth and further, creates goodwill of the brand. If the company wants to amass customers in the early phase of its course then it should work on apprehending its customers' challenges. This can be possible by focusing on analytics and giving out customer-driven solutions.

The other tool that entails in the apprehension practice is the sales approach which, in turn, assists in understanding clientele and their businesses. By utilizing these three elements, a sales leader can easily sort customer-related problems and eventually, improve the user experience.

Customer Engagement  

According to Gallup Data, “20% of B2B customers have experienced a problem with a company or product, with only 40% of customers believing the B2B Company resolved their problem.”

In order to garner customer loyalty and expand the business, it is consequential to engage customers. For this, sales personnel need to understand the market, customer relationships and challenges that are faced by customers. To conduct this study, the company needs to follow some strategies:

  1.    Converse with Your Customers

Interviewing customers and gaining in-hand knowledge about their experience and preference is far more reliable than analytical data. Qualitative data can exhibit problems that circle around customers but they fail to display the root causes of the problems. Furthermore, the face-to-face conversation helps to garner information that can later be utilized to create tailor-made solutions.

While planning interviews with customers, a B2B company should employ experienced employees so as to collect fresh and comprehensive data.

  1.    Enquire Right Questions from Customers

The analytical data renders ordinary information mainly related to rise or fall in the consumer rate. This information merely facilitates in carrying out right actions. However, it is not enough to anticipate other business insights such as revenue generation and customer retention.

To garner these insights, the company’s sales personnel should enquire questions by covering four important key areas in the face-to-face interaction.

  •    Engender Communication- Does your company (B2B Company) receive adequate value for the price?
  •    Examine Customer Rapport- Does the company have foster relationships with you (consumers)?
  •    Augment customers’ business – what kind of ideas and strategies the B2B company come up to augment your business?
  •    Knowing Response for the Product- does the company facilitate growing the business?  

These questions will help sales personnel grasp a better picture of the market. Further, it would answer various questions relating to customer-driven solutions, the effectiveness of customer solutions and lastly, how market challenges can be overcome.  

  1.    Work on Neglected Areas

Following the customer feedback, taking an action is mandatory or else, all hard work would turn futile if proper measures are not taken to fix pain points. To improve the company’s services and product, all employees need to concertedly work and equally participate in resolving issues.  

Follow these three practices to enhance customer experience and to partner with B2B consumers.   

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