The digital platforms afforded to B2B companies engaged in digital selling can enhance the experience of their customers. The modern buyer has a range of expectations that your business needs to adapt to in order to deliver the best customer experience. Customers expect to be able to interact with your business in ways that are convenient for them. Unless you are on the same digital platforms as your customers they are going to be left unsatisfied.  

Digital tools make engaging in conversations with your customers easier than ever. If done correctly, these tools can help to build trust and rapport between you and your customers.


Lay the groundwork 

Digital platforms are not only making the lives of businesses easier they are also easing the buying journey of their customers. B2B buyers now have greater autonomy in their purchasing decisions. They are actively using digital platforms such as search engines and social media to further inform them of their options. During the research process, the buyer seeks information that will aid them in reaching their own business goals.  

So, how can your B2B business take advantage of this? You need to provide your customers and prospects with content that is relevant to their needs. Researching your customer base is not a new practice in business. The most successful businesses guide their digital selling strategy using their customer journeys. Use the digital tools at your disposal to conduct your own research on your customers. Develop a buyer persona by having a look at their social media pages and take note of the content that they are sharing and interacting with.  

Understanding their needs and goals can help you to provide them with the best customer experience. Sharing your content via your webpage and social media networks helps your customers to come across it independently and, in turn, your business.


Social media 

Social media is an extremely useful digital selling tool. The process of using social media to interact with your customer base and build relationships is known as social selling.  

Sharing your content on these social networking sites helps to engage with prospects about your industry. Create a professional social media profile or a page for your business and use these to connect with prospects. Many social media platforms come equipped with their own search tools. For example, LinkedIn allows you to search for people using criteria such as industry or location. This can be extremely helpful when trying to identify possible customers.  

When sharing content encourage your followers or connections to provide some feedback using call-to-actions. Another great way to open up a conversation is by taking an interest in the content that your prospects are sharing and commenting on it. This can encourage your prospects to respond to you and converse about mutual interests.


Personalize your interactions 

Customers are no longer satisfied with a sales rep approaching them with a pre-rehearsed pitch about how their services can improve their company. Despite the dependence on digital platforms, you can go a lot further with customers if you interact with them on a human level.  

When interacting with your customers or prospects using digital channels be sure to do so on a personal level. Make sure to address each customer by name when engaging with them. Try not to fall into the trap of recycling responses between your customers. They will notice and it will seem like you are not really listening to their feedback or comments. Use your buyer personas and the information that you have gathered and tailor each response to them personally.  

Don’t be afraid to move these correspondences beyond social media. Contact the customer directly with personalized emails that include content that is relevant to them.


Map the digital conversation 

Many sales leaders find customer conversations to be the biggest challenge to reaching their revenue targets. According to SiriusDecisions, this is the experience of 71% of sales leaders. 

Forrester Research reports that 80% of sales conversations do not meet the buyers’ expectations. Interactions between you and your customers must be relevant to them and the stage that they are at in their journey. 

No conversation can be planned down to the last word, but it is best practice to do so to a certain extent. Many salespeople forget to talk about key points or address key questions while engaging with their customers. Map out the conversation and make a checklist of the key topics that you wish to discuss. Tailor the conversation map to each prospect and their unique needs. This can keep your conversations flowing freely while also ensuring that you discuss the key points.


Orla Murphy

Orla Murphy

Orla Murphy

Posted by Orla Murphy

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