B2B Sales: How to Adapt to Changes in the B2B Buyer
Posted: Mon Jan 20, 2025 5:19 am
Trade around the world has undergone considerable changes in recent years. B2B sales are no exception, and have changed due to circumstances such as: a buyer who no longer follows the same purchasing process, technology, e-commerce, and to top things off, a pandemic that forced us to change our consumption habits.
We need to rethink our company's B2B sales process. Check whether we respond to the needs and behaviors of our target audience, and whether we provide them with the purchasing experience they are looking for. Adapting to new circumstances is vital to maintain ourselves in such a competitive and variable context.
B2B Sales
There are factors to consider within the B2B sales process. Some of them are:
B2B sales are long processes.
It is extremely important to have a good relationship with the client and make each contact valuable.
There are many people within every company who influence decision making.
Communication, marketing and sales strategies must be aimed at the decision-makers of each company.
There is an additional factor due to the changes in recent years: Our clients have rcs database already adapted to the use of technology in their processes and are more digital than ever. “More than 80% of b2b buyers look for information on the internet in their purchasing process, before making a decision,” they comment at ComeOn Brands.
Next, we will talk a little more about this purchasing process by the B2B buyer.
The B2B purchasing process
A crucial factor to consider: The B2B buyer seeks to benefit the company, as well as to look good with the choice of its suppliers. This means that we must provide solutions that benefit the company as well as the image of the decision-maker.
Below, we will share some tips that could make B2B purchasing easier.
Simplify the purchasing process
The simpler your customer's shopping experience is, the easier it will be for them to complete the purchase.
It is essential that we put ourselves in the client's shoes and see if we are really meeting their needs, as well as their expectations.
Our mission is to work to be our customers' number one choice, so the less time they spend worrying about stocking up, the more time they have for other aspects of their business. Let us make life simple for them and increase their loyalty along the way.
Find ways to improve your sales process to simplify it, such as avoiding calls asking about stock, prices or products. For example, if you have the information centralized and updated in a single portal, your customer will avoid picking up the phone or sending an email asking about the availability of your products.
Identify what purchasing phase your customer is in and adapt your message
These are the phases of a B2B buyer:
Identify the problem
Explore possible solutions to your problem
Evaluate the requirements
Supplier selection
Supplier validation
Consensus between the parties involved in the purchase
Identify which phase your client is in and provide them with all the necessary information, as well as support to move on to the next phase and be chosen among the suppliers. Every detail counts.
Generate content for your B2B buyer
We've already seen the phases your customer goes through. Now, it's time to create content that corresponds to each phase and makes it easier for them to complete the purchase.
Other advantages of generating content are that:
You position yourself as an expert on the subject
You improve your SEO and you will be able to rank first in search engines with the words you want.
You will have greater reach and relevance in the subject.
Don't forget that the content must be valuable, so that your clients and future clients get hooked on it.
We need to rethink our company's B2B sales process. Check whether we respond to the needs and behaviors of our target audience, and whether we provide them with the purchasing experience they are looking for. Adapting to new circumstances is vital to maintain ourselves in such a competitive and variable context.
B2B Sales
There are factors to consider within the B2B sales process. Some of them are:
B2B sales are long processes.
It is extremely important to have a good relationship with the client and make each contact valuable.
There are many people within every company who influence decision making.
Communication, marketing and sales strategies must be aimed at the decision-makers of each company.
There is an additional factor due to the changes in recent years: Our clients have rcs database already adapted to the use of technology in their processes and are more digital than ever. “More than 80% of b2b buyers look for information on the internet in their purchasing process, before making a decision,” they comment at ComeOn Brands.
Next, we will talk a little more about this purchasing process by the B2B buyer.
The B2B purchasing process
A crucial factor to consider: The B2B buyer seeks to benefit the company, as well as to look good with the choice of its suppliers. This means that we must provide solutions that benefit the company as well as the image of the decision-maker.
Below, we will share some tips that could make B2B purchasing easier.
Simplify the purchasing process
The simpler your customer's shopping experience is, the easier it will be for them to complete the purchase.
It is essential that we put ourselves in the client's shoes and see if we are really meeting their needs, as well as their expectations.
Our mission is to work to be our customers' number one choice, so the less time they spend worrying about stocking up, the more time they have for other aspects of their business. Let us make life simple for them and increase their loyalty along the way.
Find ways to improve your sales process to simplify it, such as avoiding calls asking about stock, prices or products. For example, if you have the information centralized and updated in a single portal, your customer will avoid picking up the phone or sending an email asking about the availability of your products.
Identify what purchasing phase your customer is in and adapt your message
These are the phases of a B2B buyer:
Identify the problem
Explore possible solutions to your problem
Evaluate the requirements
Supplier selection
Supplier validation
Consensus between the parties involved in the purchase
Identify which phase your client is in and provide them with all the necessary information, as well as support to move on to the next phase and be chosen among the suppliers. Every detail counts.
Generate content for your B2B buyer
We've already seen the phases your customer goes through. Now, it's time to create content that corresponds to each phase and makes it easier for them to complete the purchase.
Other advantages of generating content are that:
You position yourself as an expert on the subject
You improve your SEO and you will be able to rank first in search engines with the words you want.
You will have greater reach and relevance in the subject.
Don't forget that the content must be valuable, so that your clients and future clients get hooked on it.