If you want to acquire, retain and grow large business (B2B) customers and ultimately grow your start-up or SME, then just need to do one thing—deliver a “DUAL” B2B Customer Experience”
What is a Dual B2B Customer Experience?
Delivering a Dual B2B Customer Experience means meeting the needs of both Buyers (ie Decision Makers, Influencers and Change Agents. Please refer to my previous post “Want to Acquire Big Business Customers? You Need to Know Who Really Buys) as well as the needs of Users.
Buyers and Users each have their own distinct requirements.
Many businesses including start-ups and SMEs make the mistake of focusing primarily on the needs of the users of their offering. Satisfying the needs of only the users could cost your business thousands if not millions of dollars because the buyers may not realize that your company is capable of meeting their needs.
The following table outlines the priorities of buyers and users and how to deliver to the needs of both parties
|Customer Role||Priorities||What You Must Deliver||How You Must Deliver|
(Decision Makers, Influencers, Change Agents)
Responding to threats and trends
Sustainable profitable growth
Positioning themselves and their company as market leaders
|Insights such as industry trends and developments
Advice on addressing strategic objectives and challenges
Identification of opportunities
Strategic dialogue including:
Functional areas of expertise
Suppliers’ industry specialization and experience
Achieving stipulated key performance indicators (KPIs), deadlines, milestones and performance levels
|Tailored products and solutions
Value-added services (eg training, reporting)
|Service levels (eg operating hours, service delivery methods)
Service level guarantees
Easy customer service and buying processes
Benefits of Delivering a Dual B2B Customer Experience
Delivering to the needs of both buyers and users will result in the following:
- Your company being regarded as a trusted advisor and partner
- Higher levels of customer retention over longer periods of time
- Acquiring more of your customers’ business and possibly exclusivity
- More customer referrals thereby helping to drive your company’s growth
However, the key to getting buyers to purchase your company’s products and services, you need an in-depth understanding of:
- Your customer’s (or prospect’s) business including its strategies, business model, industry trends and dynamics
- Any key business issues and challenges
- Strategic priorities and objectives
- Individual goals (eg. Promotion, recognition from industry peers as a thought leader)
Take Action Now
Make a list of your top 3-5 current business customers (or your most important prospects if you don’t have any customers). For each customer/prospect, consider the following:
- Who is the true buyer for your offering? Who are likely influencers?
- What do you know about the buyers’ motivations and priorities?
- How could your company deliver value to the buying decision stakeholders?
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