Keeping pace with the development of current and future clients’ minds and practices is usually a challenge for independent professionals operating in the “new economy”. Signing up a good customer is not easy, what with the tendency not to spend money being all the rage. Solopreneurs can only thrive by staying one step ahead of the client, positioned to neutralize the temptation to keep a project at home, or let it languish and die. Solopreneurs need strategies that bring billing hours. Here are the trends that B2B buyers are following now.
A recent survey of employees making B2B purchases for their organizations conducted by the global consulting firm Accenture showed that 94% of buyers (your clients and prospects) research in advance possible solutions to business needs, to learn about options and save time and money.
When the B2B vendors (you!) Approach, the prospective Customer has done the job ahead. He / she already has an idea of what you and your competitors can provide and a costly figure.
Entrepreneur and marketing expert Danny Wong, co-founder of online menswear company Blank Label, recommends that Solopreneurs pick up the elephant in the room and simply ask your prospects about any research they may have done and what you might do. you are able to verify or clarify.
They are skeptical
Unfortunately, some unscrupulous sales “professionals” and solopreneurs have been known to misinterpret what they sell. As a result, many B2B shoppers prefer to shop online and bypass you and me. The practice was recently confirmed by Forrester Research, in a survey that found that nearly 60% of B2B buyers preferred to buy independently, without the help of a vendor.
Wong shows that demonstrating expertise and assessing the goals and circumstances of the prospect gives you credibility and helps you gain confidence, an essential process when competing for a job or a sale. Buyers will not do business if they do not trust you. Why do they need them?
No matter how desperate you are for billing hours, do not rush the process. Take the time to understand what the customer needs and how, or if, your products or services might be useful. Avoid the perception of being an aggressive salesperson and instead present yourself as a trusted advisor who wants to make the prospect look smart to his / her superiors and other colleagues.
They are in no hurry
No, it is not your imagination that making a sale takes longer than ever. Another study showed that the length of the average B2B sales cycle has increased by 22% over the last five years. While the prospect is working with beads of concern, Mr. Wong recommends that you do what you can to stay on top of the mind and try to prevent the project from falling into oblivion. Your main competitor is not one of your rivals, it is customer inertia.
Post information that can support (and speed up) decision-making, but do not overload — cure. Find out about a timeline and timeline for the project and suggest what a reasonable start time could be.
They trust the advice of anonymous “colleagues”
So do you and that is why you research hotels and restaurants on Trip Advisor and look for a contractor on Angie’s List. Accenture reports that almost 25% of B2B shoppers make decisions based almost entirely on information obtained from online “social” rating sites.
If your skills group is the one that would be on Angie’s List or a neighborhood blog, try to build a presence on those sites and build credibility that will help you get hired. LinkedIn and Facebook can be useful as a trusted source directs you to a prospective customer and your profile is researched before you get the call. Create a good profile on your chosen social media sites and make yourself look knowledgeable and credible.
They value relevant content marketing
The longer purchase cycle gives preference to those who produce long content — a newspaper or blog, case studies, white papers or podcasts. A FAQ page added to your website that gives details on how to do business with you can also be helpful. Impartial and guiding information is the essence of content marketing. Produce your own and position yourself as an expert who is qualified to do the job.
Thanks for reading,