How well do you know your customers business?
When you understand your customer’s customers – and the frustrations they face in delivering solutions – you can change the conversation. You can move from selling to problem-solving.
Which, in turn, will make you a partner and member of your customer’s sales team. You become important to their success and not just a vendor.
Does this sound like sales & marketing pixie dust to you?
Mark Mitchell, who you know as the chief strategist of Whizard Strategy, has identified that too many building materials companies are focused on B2B marketing.
The problem with B2B is that most companies don’t do it correctly. They abbreviate the rules of successful B-to-B marketing and focus on the (to) part. Their goal is to sell a product (to) a customer. Their job is done when the sale is made to the customer.”
If the customer orders too much product and it doesn’t sell, it’s not your problem
Yes, there are some companies who don’t make this mistake and are excellent B-to-B marketers. I find that those companies are the exception. Most companies are too focused on their own success. They forget that the success of their customers determines their success in the long run.
Thru is a much better word
When you approach selling with a B-Thru-B approach instead of B-To-B, you are forced to think about how to make your customer more successful with your products. You have to look beyond them to their customers.
You have to know your customer’s business. You have to know their customers. Many companies say they want to partner with their customers.
When you take a Thru your customer approach, you have a much better chance of becoming a partner.
Be sure to read Mark’s complete article, Selling Building Materials – A Better Way or request his free poster.
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