In business-to-business transactions, clients are now looking for 'business people' who can sell.
Clients don't expect to be coerced, bullied, tricked or intimidated into buying. They don't expect to be treated like an idiot by businesses who just talk at them instead of with them. Relationships do not work effectively if they are forced!
Most clients know what they are after - even if they don't know how to articulate it sometimes.
The 'market challenger' or 'early adopter' clients are open to new ideas and innovations, and whilst they don't know what they don't know, they are often happy to learn and keep up-to-date with the latest ideas and innovations. They want to stay ahead of the pack.
A key part of the business' job, is:
- to help clients articulate what they need,
- in a language they can relate to and understand,
- so they can get what they need.
Today, clients expect to deal with professionals who know their own business well, and how it is able to serve the client's business well.
Businesses need to listen beyond the obvious product need and get to know how the offering fits in with the clients' overall business or personal plans. Here are some suggestions on how to do this:
- Determine the expressed needs, by asking questions which will give an understanding of their situation from their point of view. For example, ask: "What are the key priorities and issues you need to address in the next ... months in relation to your company's (insert your own area of expertise)?"
- Press for more information to identify the real business issues underlying the client's needs.
- Creatively draw on the full resources of your business to see what possible solutions can be offered.
- Where appropriate, introduce clients to other suppliers and potentially valuable support resources that may help them in their business, outside of what yours can offer.
Clients expect to be 'helped' these days. They expect businesses to have a reasonable degree of acumen, commercial awareness, awareness of the bigger picture and their place in it. As you should be aware, the world doesn't revolve around your business' product or service alone!
You can build your credibility and value as a trusted business partner if you:
- Look to further the interests of the client's business as well as your own.
- Keep up-to-date on developments that affect the clients' business strategies, including emerging trends and competitors.
- Have a long-term perspective on the way you do business.
- Expand the client's understanding of what a business relationship can be.
- And don't forget your ‘economic argument' - your return on investment (ROI). Look for ways you can contribute to your clients' profitability. How will you help them succeed and grow?
Businesses must make sure they always have a valid business reason (VBR) to position themselves in context to the client or prospect's business. Think in terms of how the client will perceive your business and the value it can add to their own business.
An excellent barometer for how client's feel when they are interacting with your company, is to imagine you are the client and being served by you. Really put yourself in your clients' shoes and describe the sales and/or service offering in as much detail as possible. What would you say about your business and the value to the client?
‘Success' is but an artistic term
After proper investigation, businesses should be able to define what ‘success' will look like in partnership with the client and have a planned approach for change.
Remember ‘success' is but an artistic term until it is given substance. The business needs to make sure they can link their client's goals and desires to work with them into tangible actions and outcomes. We are living in an increasingly evidence-based society where it is critical to link your business' offerings to real outcomes.
No fluff and spin!
The business needs to be able to communicate achievable objectives for the relationship, while challenging the creativity of both the client and your own company.