I still see many Organizations and Marketers still blabbering about how good their Company is, what is their skill set, what they have done, what they do, their CEO speaks, their employee speaks and what not.
I guess by now YOU (the reader) have already got bored of just the first paragraph. Think what happens to the B2B Target Audience who is daily bombarded with such Content all over the Web and other Marketing Channels!
Do they really care about buying your Organization? NAAHH…
They care about buying a Solution to their Problem. They care about buying an advantage over Competitors. They care about buying a Trusted Partner.
For this they need specific information. VERY SPECIFIC INFORMATION
As the above Image suggests, a Marketer and even a Sales Rep shall be consistently sharing the above information to the B2B Target Audience in any form & many forms. Make sure they are relevant to them and the maximum resources are used to communicate them.
I believe by now the Marketers might have started thinking many creative things in their head. Would be glad to read them in comments section.
First Published on LinkedIN Pulse
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Gururaj S
… and, do all this at the lowest price! 🙂
In ethical organizations, that truly want a solution, and have set aside the budget to buy, all that you said is good is enough. But, in many organizations, people do not treat suppliers solely on the above parameters. I have experienced selling, servicing both kinds of customers.
I wish the buyer really scrutinizes the vendor’s solution, and picks the best solution on merit, and treats those supplier as partners and lets them grow with them. And, helps them reach other potential clients.
In B2B, the success of a customer’s products / services (who sells to end consumer later) is dependent on the quality of product and service by their vendor chain. Helping them do well is very important for the success of all.
Prasanjit Das
Hey @Gururaj thanks for your comments.
Though, my Context is by far different to the Context you are talking about.
Referring to your Context, the best way is to:
1) Educate the Audience on the Value Proposition your Organization brings to his/her Organization
2) Categorize the Lead/Prospect/Client into a Qualification Criteria. Only the leads meeting the qualification criteria must be invested time upon by the Sales & other teams. Saves everyone’s time & keeps the Supplier-Client expectations dilemma away.
Referring to my Context! You can read my Post again. It might give you some different thoughts.
Cheers
Alok Rodinhood Kejriwal
I am thoroughly, utterly and butterly confused by your article!
If the tag cloud diagram what SHOULD be said to clients, then can you showcase some banners / ads that DON’T talk about benefit? Are those messages really harmful?
Business Brands (or any brand) are built by PROMISE.
The Promise can be
– “reputation” (hence boastfulness about how many awards the company has won)
– “Longevity” (how long its been alive)
– “Dependability (List of other customers)
– “Star Power” (Therefore a boast of Mr. X or Y being on the board (like Startups attract Mr. Tata’s money)
– Usefulness (as explained by you)
etc etc etc
There are 100 messages that are meant to drive home 100 points. Some direct, some subtle. Its not always being the ‘Sasta, Tikau” logic. Different customers of a brand respond to different messages!
When I looking for Solicitors are a startup in 1999, I had a few options. Mumbai has lots of famous law firms. One bigger and more reputed than the other
You know which Lawfirm did the trick for me?
NOT the one that said (as you would believe) “We solve your legal problems cheaply”.
No. It was Kanga and Company that had this SIGNBOARD on its door.
Figure for yourself what made me say Yes to them?!