Building a trusting relationship in complex industrial sales is hard enough without things being messed up even more because your sales reps fail to do the basics. It helps a great deal if you first learn what turns off your B2B customers in order to avoid making simple mistakes that can damage a customer relationship.
There is a big difference between what B2B customers say they want and what really drives their purchasing decision. Buyers of technical products and services do look to vendors for providing relevant information for solving their problems. Even though B2B customers consider product features and price very important, what they are really looking for is a remarkable sales experience.
That was the key finding of a research study done by McKinsey & Co. after they surveyed more than 1,200 purchasing decision makers in small, medium, and large companies throughout the United States and Western Europe who are responsible for buying high-tech products and services.
The two most important factors in rating vendor performance were extensive knowledge of product/service features and overall sales experience. If your sales team can just get these two basics right, it can boost its share of a customer’s business by an average of 8% to 15%. These findings were consistent across most B2B industries with complex, multi-touch buying processes.
The table below shows results from the study that shows what sales reps do wrong to turn off B2B customers.
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As B2B marketers, there are things we can do to help your sales team fix the problem with customer relationships. Here are five tips:
The good news is that the top two reasons, which accounted for 55% of the complaints for failed B2B customer relations can be easily fixed.
What has been your experience, both as a vendor and/or a B2B customer?
Have a safe and happy 4th of July weekend!
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