How to Keep Improving Your B2B Sales
- 06 Oct 2021
Even with the greatest sales team in the world – and, of course, the best solutions or products to offer to your customers – sales figures can easily plateau. This phenomenon might last for weeks, months, or even years, even in the healthiest of businesses. That’s not to say B2B enterprises inevitably run into trouble, but that reaching the next level can represent something of a sticking point.
Why? Because, as you likely already know, the B2B sales cycle is far longer than any of the most common B2C sales cycles held up as the paradigm, although there are certainly things that can be done to spur B2B customers and sales teams on, and take your business away from its current plateau.
From your sales team to the finer points of your customers’ experiences, here are just a few of the things you can do to bring your business closer to a new sales target.
Create Direct Sales Team Incentives
Motivating a sales team with financial and non-financial incentives is one of the oldest tricks in the book, but it has a profound impact on the monthly and yearly performances of businesses around the world.
According to recent statistics, around 80% of top performing companies use sales-based quota programmes, which is all the proof you need to start investigating the benefit direct sales team incentives could hold for your business.
Pursue a Strong Loyalty Program for B2B Customers
The concept of B2B rewards might not be as well known as consumer-focused reward schemes like, for instance, the Tesco Clubcard or Nectar Point schemes.
Nevertheless, their applicability spans both sectors, and offers an excellent way of ensuring that you are not only pursuing a strong B2B customer loyalty programme, but that you’re also ensuring strong B2B sales incentives that could spell the difference between a same-old-same-old sales figure, and a new high for the company.
Loyalty programmes have proven their worth time and time again in the world of B2C sales, but B2B customer loyalty can be built in exactly the same way, ensuring a long-term support for driving additional sales that will turn into repeat sales.
Improve the User Experience
This point encompasses every customer-facing aspect of your enterprise, from the business to business loyalty programmes we mentioned above to the journey from your homepage to the POS, your communication channel (for instance, email, and your complaints procedure.
While some of the above may not have a direct bearing on your monthly figures, they do significantly impact the impression your company makes on customers (whether new or returning) and how likely they are to make additional purchases.
Regularly review every aspect of the user experience and, in an ideal world, routinely reach out to your loyal clients for feedback. Doing so will ensure that you are able to address issues before they turn into dealbreakers, and, at the other end of the spectrum, that you are able to build upon your business’s strong points before competitors can catch wind of what you are doing right.