In the buzzing world of B2B sales, customer experience is king. Did you know that 88% of customers believe that the experience with a company is just as critical as the products and services offered? That's right, it's not just about what you sell, but how you sell it.
Indeed, 93% of customers will spend more with companies that offer their preferred option to reach customer service. According to a study by PWC, 86% of buyers are willing to pay more for a great customer experience. Additionally, at least 80% of B2B customers expect a B2B experience that is as good or better than B2C, demonstrating the high expectations that customers have for their business interactions.
Gone are the days when transactional customer service cut it. Today, in the realm of B2B sales, it's all about forging those meaningful, lasting connections with your clients. Moving beyond the one-off, impersonal interactions with a view to creating a journey that resonates with each customer, relational selling involves a commitment to understanding the customer, not just as a ticket number, but as a human being with unique needs and preferences.
So, what’s the difference between transactional and relational customer service in the B2B sphere? Transactional service is like a quick fix - efficient but lacking in depth. A scripted, often one-and-done approach that resolves customer issues but misses the opportunity to deepen loyalty. On the other hand, relational service focuses on understanding the unique needs and desires of each client, aiming to nurture long-term relationships based on trust and loyalty.
Imagine a world where each customer interaction isn't just about solving a problem but about showcasing how much your company values them. That's the essence of relational customer service - empathetic, personalised, and designed to create emotional connections that last.
A metastudy of relational selling which attempted to anticipate the future of relational selling identified six key tenets to guide managerial practice. The authors identified 6 tips to improve relational selling in the context of trends that undermine salespersons’ ability to develop strong relationships such as e-commerce:
(1) Increase the strategic role of inside sales organisations - Stay updated on e-commerce trends, privacy regulations, and legal considerations relevant to your industry. Use this knowledge surrounding the framework of your industry to tailor your approach and offer personalised solutions that address customers' specific needs and concerns.
(2) Gain customer insights - use this knowledge surrounding the framework of your industry to tailor your approach and offer personalised solutions that address customers' specific needs and concerns.
(3) Integrate relationship building across omnichannel interfaces - Implement a cohesive omnichannel strategy that ensures consistency in messaging and customer experience across all touchpoints. Companies with the best omnichannel customer engagement strategies turn 89% of buyers into loyal customers, whereas companies with weak omnichannel strategies retain only 33% of their customers. The best companies will also leverage systems to track interactions and preferences, allowing your sales team to seamlessly pick up conversations regardless of the channel.
(4) Understanding the influence of technological applications across
relational contexts - from the value of email marketing in B2B to the emergence of social media in B2B, there is no longer a question of whether technology has changed the entire industry. In order to stay ahead, industry leaders will continue to embrace innovative tools such as CRM platforms, collaboration software, and virtual meeting platforms to enhance communication and collaboration with clients. Adapt your approach based on the preferences and tech-savviness of your target audience.
(5) Use big data for more effective relational selling - Leverage big data analytics to identify patterns, trends, and opportunities within your customer base. According to McKinsey, 47% of businesses today say that big data analytics has significantly changed the nature of competition in their industries. If you want to stay competitive in the B2B market, you need to employ big data collection and analysis in your company. Utilise predictive analytics to anticipate customer needs, and incorporate data-driven insights into your sales strategy to personalise interactions and strengthen relationships with clients.
(6) Leverage artificial intelligence for relational selling - Integrate AI-powered tools into your sales process to automate routine tasks and streamline workflows. Utilise AI algorithms to analyse customer data and generate actionable insights that drive meaningful interactions and foster long-term relationships. With a whopping 85% of managers plan to invest in AI-related sales technologies soon, AI will not only create and maintain a consistent procurement experience across every interaction, but also can tailor the experience to each customer and react rapidly to new products or strategies.
Remember, a sale is a moment, but a relationship can last a lifetime. By embracing relationship selling techniques, you'll not only exceed quota but also cultivate loyal advocates for your brand. It's all about creating experiences that customers remember and value. So, embark on your journey from transactional to relational customer service today and witness the magic unfold!
And guess what? You don't have to navigate this journey alone. Introducing Benji, your trusty sales companion, here to revolutionise your B2B sales experience. Benji is your ultimate tool for automating personalised, impactful interactions with your prospects. Let Benji handle the heavy lifting of transitioning from transactional to relational customer service, ensuring each interaction is tailored and meaningful.
With Benji effortlessly incorporating the power of personalization, leveraging real-time social insights, and embracing AI technology for enhanced customer engagement, you can free up time for your sales team to do what they do best, sell and build relationships. Let Benji take your B2B sales to the next level, making each customer interaction a memorable and valuable experience.
Embrace the future of B2B sales with Benji and witness the transformation in your customer relationships. Elevate your sales game, exceed expectations, and cultivate lasting loyalty with Benji as your trusted ally. The future of B2B sales is here, and it's pawsitively exciting with Benji leading the way!
Ready to experience the power of Benji for your B2B agency? Book a call today to explore how Benji can revolutionise your sales strategy and help you build lasting relationships with your clients.
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