For those of my friends who work in the B2B space here on Long Island and in the Stamford area (and beyond), I have some thoughts for you here. And let me know if there is anything I and my team can do to help you reach your goals. As always, we’re extremely grateful for your referrals, and appreciate the steady stream we’ve been recently receiving. Thank you!
(Of course, we’re also happy to handle any tax planning details for 2013 you need tidied up.)
Long Island and Stamford Small Business Advisor Explains How B2B Marketing Is Now Very Different
Marketers and sales reps are beginning to report that changes are happening in how businesses are reaching out to buyers, and it’s great news for the small business here on Long Island and in Stamford, or anywhere in the country, or world for that matter, that you do business. Why?
Because these developments make it much easier to compete with big brands and create personal connections–which almost ALWAYS transcend simple cost/benefit dynamics for buyers and clients.
What am I referring to? The steady de-formalization of the business landscape.
Through the power of email, networking, and social media, buyers are accessible more than ever before. B2B buyers are consumers: they use search, and they depend on their connections to get trusted recommendations on products and services.
This has always been the case of course, but as social media has climbed in influence (with email marketing climbing along with it–in fact, it’s gaining in power), it’s just never been easier to reach out to decision-makers.
In fact, many smart marketing experts are now outright declaring that throughout 2013, they expect previous B2B dynamics to no longer be as much of a barrier to sales, and for it to become actually easier for people to transact with each other.
So, how do you do it?
* Make a decision to build relationships with your clients and prospects. It really *is* a conscious decision to be made, and doesn’t just “happen”. Personally, I invest time and money writing these weekly notes to add additional value AND so that you and I can have more conversations about the things you care most about–growing your business, etc.
And it’s a similar conversation you should be having with your clients and prospects. What do they care most about, and how can you enter that conversation? Yes, it will take time.
You may be able to have others help you with it…but it is a decision to make–and implement.
* It’s time to consider dropping the formality. As I mentioned previously, the business landscape is becoming more personal, and it’s important that your clients and prospects get a real sense of the human heart beating behind what you do. Many business owners resist this–after all, how do you do it without sacrificing professionalism?
Well, certain large corporations are getting in the act (see: Google), and they’re smart to do so. Yes, it’s always important to communicate your authority and expertise, but you can certainly do that while maintaining a conversational stance.