Sales b2b (business-to-business) means any sale established between companies, that is, business to business. This expression is widely used in the market to distinguish it from the B2C (business-to-consumer) sales in which the trade is made between the company and the final consumer. But which ones are the best b2b sales strategies?
In the logistics industry, the best b2b sales strategies are a little bit different than in other segments. Not sure what are the particularities of these strategies and how effective they can be? That’s what we’re going to talk about in this post!
Best B2b sales strategies in the logistics market
Build a solid relationship with your customers
The logistics industry is still very traditional, and this happens basically for two reasons: firstly, logistics was not invented yesterday. Ever since the beginning of times, companies already needed to rely on logistics to facilitate their processes. However, in the past, there was no internet or advanced tools to use as part of your logistics operations. Although now the times are different and we heavily rely on technology to get things done, many companies still have the culture to deal with their business in a more intimate and traditional way.
Secondly, most of the companies in this industry are family businesses and have been passed down from father to son. For this reason, behaviors are often hereditary, and even if the younger people take up positions, they reproduce inherited market visions. Then, again, they value more intimate and traditional negotiations.
So the tip here is: invest in the direct relationship with your clients. Call them, make them feel good, show why your business is reliable. This will be a differential and will count points in your trading!
Identify and retain your best customers
It is very important that you know which are your best customers and concentrate your efforts into retaining them. For this, you need a billing and business analysis spreadsheet. That is, in a spreadsheet, you will have how much this company has already consumed and, in another, an analysis of its value in the market.
So the advice here is: renowned companies in the industry and companies that generate profitability to your business are the ones that you should try to retain. Of course, all of your customers are important and should receive good treatment, but these two modalities deserve greater attention. Companies that help you to achieve good profit margins must be loyal for the obvious reason: they are big contributors to your profit; renowned companies, on the other hand, are great to keep as clients as an indirect way to promote yourself and attract even more customers.
As we said, the logistics sector is very traditional and many companies have been in the market for a long time, having strong ties to each other. This is why word-of-mouth marketing is often very effective. In short: a satisfied customer will generate a good reputation of your company in the logistics market.
Understand the purchase journey
In order for someone to decide to buy something, there is a process. Take as an example a company that needs to hire a carrier to transport food from its facilities to a distribution center. First, they can request a quote with you; then, they will call your sales manager to try further negotiations to reduce the price; finally, they will call other carriers to compare the prices and then, if it seems advantageous, they will close the deal with your company.
As you can see, before each sale, there is a journey. And the best strategy to convince your audience to purchase your services is to understand this journey and how to make it happen. “But how to do it?” Simple: Do a study of all the steps and how they can be improved individually. This way, you’re giving your client exactly what they need.
Use a adequate communication!
One thing is certain: communication always needs to fit the receiver. For example, you do not talk to an immigration officer in a foreign country the same way you talk to your best friend, right? In marketing, it’s the same thing.
For your strategy to be effective, you need to think about your audience and all their preferences/individualities. Here are some questions that can be asked to help you build a good communicational tactic: “What are the internal processes of that company?” “Why is it hiring you?” “Which challenges faced by the company?” “In which market does it operate?” “Can I offer any service to improve its performance? “
Also, think about the most effective ways to reach your target audience. For example, it doesn’t make sense to do a campaign and post it on twitter if your audience does not access this social media. Therefore, in addition to the questions quoted above, it is essential to understand “what your customer needs” and think about where they can find it.
Communication is the answer for all best b2b sales strategies
As you may have noticed, the heart of b2b sales is communication: starting from the first contact, going through the shopping journey and culminating in customer loyalty. Therefore, understanding the logistics market is a critical point to an effective strategy.
At LoGo, we are specialists in the development of logistics marketing strategies. We work to understand your real needs and generate results. To learn more about how to use marketing in the right way, download our e-book with top marketing cases of all times!
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