Are You Damaging Your B‑to‑B Accounts?

BY Rachel Cagle
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Before you decide the order of importance of the items on your to-​do list, remember that 51% of damaged B‑to‑B accounts are a result of a lack of account support. That’s right. In addition, the 2016 AskForensics Sales Analysis’ collected data shows that 31% of clients who feel that their B‑to‑B relationships are damaged say that the harm stemmed from inadequate service quality. It’s not enough to make sales, you have to consistently follow up with your clients in as helpful a way as possible and also encourage feedback in order to consider your business relationship a successful and long-​lasting one. How can you tell if you’re already in the danger zone? Rick Reynolds identifies an early warning sign of damaged accounts as well as advice on how to respond to it in his article, “Top Predictors of Damaged B2B Accounts.”

Your Warning: Feedback Stops

When your client has given up the attempt to reach out to you, it’s a sure sign that he or she is also losing faith in your damaged business relationship. Most of the time, this is caused by salespeople not living up to the interaction expectations that were set during the sale. If you are interacting with your clients on a regular basis before a sale, and especially if you claim you’ll be in touch afterwards, and then you all but disappear after the sale is made, the expectations you set for your business relationships won’t be met.

Once an account is damaged, there are a few steps that go into finding a solution. The first is to increase the amount of contact you have with your clients and reach out to ask for feedback that you’ll promptly respond to. Also, follow through with what you set yourself up for. If you tell the clients you’ll keep in touch, keep in touch. It’s really that simple.

If your clients respond to this strategy in a positive way, you have to assure them that a situation like this won’t happen again. You need to take steps to make a commitment to your client and anticipate his needs. To do this, you need to keep your contact with them as consistent as it was when you were first trying to make the sale. Personalize your business relationships; send individualized emails and get to know each client as a unique individual. The effort you spend to restore your business relationship will be noticed and is the best way to show your dedication and win back your clients’ loyalty.