Customer service plays a key role in B‑to‑B sales. How you approach and interact with your clients plays just as big of a part in making a sale as what you are actually trying to sell does. In Jess Pike’s article, “8 ways to nail your approach to customer experience,” Stephen Morgan offers some helpful advice in this intricate realm:
- Language: No one talks the same way to everyone they know. You probably talk more formally to the CEO of your company than you do to your friends at work and in yet another style to coworkers you don’t know as well. Regardless, you tend to respond to them in the same way they talk to you. It’s the same with clients; you need to observe how they talk to you and respond in the same manner. You don’t want to come off negatively to a formal client by being too laid back or vice versa.
- Mindset: Don’t approach a client with nothing but selling on your mind. If all you’re interested in is making money, your clients won’t feel important. Remember to show your clients that you are invested in their growth and progress and that you are there to help make it happen. Personal connections are more effective selling tools than any impersonal sales pitch.
- Understanding: People don’t buy things they don’t want. If you approach your clients without doing your research first and have your mind set on something that doesn’t meet their goals, you’re not going to have a successful outcome. Here’s where listening comes in again, to remain relevant to your clients, you need to understand their needs and the fact that those needs are ever-changing. You not only need to meet them at the beginning, but your business relationship needs to evolve with the client’s company to continue to provide them with the best service possible.
- Focus: Although it’s important to keep improving your own business, don’t get too focused on competitors and what they’re doing. While your competitors may have a successful strategy, you need to find the one that works for you. Focus on where you are and what you can do now to be successful in your own way.
If your client service approach could use some updating, check out the rest of Morgan’s advice.