How do I track and retain my B2B customer?

by Elliot Infelta on Feb 25, 2022

When we sell a product or service, very often and for many of us, we may think that once the end customer receives their order or the service provided, that's it. However, this is often far from being the case because customer satisfaction is difficult to measure between customer returns, refunds or even disputes which occur and jeopardize the customer's satisfaction with you.

So, you might ask, what is the solution to prevent your b2b customer from being disappointed with your services and, worse, no longer wishing to use you?

The answer may seem simplistic, but it is simply enough to carry out methodical and clear monitoring of your b2b customer's purchasing process. By definition, commercial follow-up or customer follow-up are a set of techniques and methods that can support a prospect from the first contact with the salesperson until the conclusion of the sale.

As a seller, your role with the b2b customer is to provide the best solution to their problem. So this customer will be waiting for you to intervene after the sale, support, verify, advise… Indeed, it is no longer just a question of transforming your prospects into customers, it is a question of retaining them. So, in addition to your usual negotiator attire, you can also don consultant attire as you guide your clients through all interactions with your company.

Aside from the contractual obligations to be respected, you must also look for real monetary benefits. According to a Harvard Review study, it costs 5 to 25 times more to acquire a new b2b customer than to retain an existing b2b customer. In order to achieve your goals, it goes without saying that a good focus on your customers is essential.

Is the company losing more than 10% of its customers each year, or more than 50% of its existing portfolio every 5 years?

This question is essential for your business because it directly affects turnover but also its notoriety through unsatisfied customers who leave. As you know, your prospects and customers have little time to spend with you and are often in great demand by a flood of commercial offers from b2b competition. This trend is accompanied by an increase in customer touch points with social networks which bring these omnichannel touch points.

In this context, how can you ensure and distinguish your commercial monitoring without being intrusive? This is all the subtlety that we will try to explain to you.

people in a meeting

Focus on digital transformation within your company

Indeed, digital transformation is a reality that affects our current societies, as we discussed a little earlier, purchasing and selling habits have changed drastically in recent years. Which forces us all to adopt new ways and operating methods to continue to maintain our commercial ties.

By definition, sales transformation is a set of changes to be implemented that allow business leaders to monitor and adjust business performance and results obtained through sales, management, marketing and customer service.

Thus, the main objective is to enable companies to help them achieve their turnover objectives, improve their relationships with their customers, etc.

To achieve these results, it is necessary to follow and understand the habits of your b2b customer on the internet, using digital transformation tools. Where you will be able to create kinds of Personas where you can based on exact data and sources analyze the behavior of your b2b customers and thus meet their needs. Because, when you analyze your customers from the first research stages to the conclusion of the contract, you will be able to analyze in more detail the return on investment of your products depending on the type of customer. To do this, you can analyze this by studying with different tools such as Google Analytics for behavior, Google ads for the cost of customer acquisition via SEA or even emailing for example for direct prospecting actions. Without forgetting the follow-up of the prospect from their first contact via your CRM and finally the follow-up and loyalty actions of the b2b customer to finish.

Using a b2b CRM

As professionals, you will surely have understood that your B2B customers are quite picky, for different reasons, some are looking for the best possible price quality, others the fastest possible delivery, for example. So, according to their requests, you should redouble your efforts in the face of increased competition to succeed in keeping your customers within your portfolio. You are therefore entitled to ask yourself what are the key factors that could differentiate you from your competitor and therefore allow you to win this or that contract? Of course, key elements such as the price, quality and delivery times of your products are determining factors, but also and above all your customer relationship management! Indeed, if you manage to create a real communication link with your customers, they will greatly appreciate this bond of loyalty and will be able to remain in your address book. In this case, as a seller it may be beneficial for you to go through CRM ( Customer Relationship Management ) which are a set of strategies for managing interactions and relationships between your company and your customers. Thus, its main role is to support companies in constantly communicating with their customers, automating certain tasks/missions and thus increasing customer satisfaction.

Thanks to this type of solution such as for example Axonaut you can, for example, schedule emails and phone calls on a regular basis in order to find out about reviews from your customers, for example. However, be careful not to transform your prospecting into robotization; this could damage your image due to messages that are not personalized and meaningless for your customers.

Now, we are all more or less used to the new means of communication that have been offered to us during this pandemic. So, it is only natural that your b2b customers expect you to be present on all fronts, responsive when sending emails, phone calls, etc. However, when you are busy maintaining your production, store or products, you have very little time to free up to take care of this type of task.

This is where B2B CRM comes in. All you need to do is automate follow-up messages, prospecting, or orders among your customers and the software will take care of the rest! That's not all, other features depending on the CRM chosen will allow you to have a dashboard where the satisfaction and response rates will be indicated and thus be able to visualize in real time crucial information regarding of your customers.

white computer

Remarketing to recall your b2b customers

Remarketing can be defined as a set of techniques linked to advertisements in order to relaunch subtly your prospects, customers or any other people who know your business. For example, a person who visits your site could see one of your advertisements in the form of a pop-up while surfing the web. So, even when one of your customers does not visit your site, they may still be subject to your advertisements, and therefore encourage them to revisit your internet again. In short, when users visit your website, you can provide them with new advertising information so they can take action.

For effective remarketing, each type of visitor must be correctly identified and differentiated based on their behavior. In fact, three different profiles exist in order to differentiate your customers, we present these to you below:

Cold Prospect: This is a person who does not know your business, has never seen your products/services and has never visited your website, therefore difficult to target. However, you should not give up on the matter; it will be enough to create an advertising strategy designed for this type of client, to hope to convert them into a potential prospect.

Lukewarm Lead: This is the prospect who recently heard about your business. Thus, your main role will be to convert their curiosity into a purchase; for this, they will need to be interested in your offer. In this case, do not hesitate to develop a targeted advertising strategy for this type of customer.

Hot Lead: This type of prospect is almost on the verge of becoming a customer of yours, however because they are still not a customer, you will have to redouble your efforts to convert them once and for all.

Once you understand how to segment your prospects, implementing the advertising technique can even entice previous visitors to your site when they search on Google and its competitors, browse other sites or their social network to visit your website.

Therefore, as professionals it is more than necessary to have a website that is correctly optimized, referenced and generates traffic. On this website, tracking tools such as the Facebook pixel must be installed in order to identify visitors. You can then define key scenarios and events that will trigger the appropriate remarketing campaigns.

In short, customer experience will help companies differentiate themselves through their quality approach, not only in the service provided, but also in the quality of after-sales follow-up. Because it is well known when your customers are satisfied with your services, they are loyal.

We understand that as professionals, some of you may be quite hesitant about the idea of ​​investing larger or smaller amounts of money in this type of solution. However, these financial efforts on bases that bring you money in the long term (renewal of contracts, increase of options, etc.), the opportunity to study the ROI for example in order to assess the relevance of your future choices.

Sponsorship to reward the b2b customer

Are you looking for a way to grow your customer portfolio without increasing your workload or that of your salespeople? We invite you to discover sponsorship, an ideal solution available to you.

Indeed, this easy-to-implement strategy consists of inviting your customers to talk about you to their circles of friends, colleagues, more or less distant contacts in order to bring you potential prospects. In this case, you don't have much to do, since it is your customers who will be responsible for wearing the salesman's hat.

So what's better than offering them an attractive commission if they succeed in bringing you a contact who turns out to be your new client! This way, your customers will be motivated to participate in this operation, which is win-win for both parties.

For your information, we currently offer this type of solution regarding our Huggii E-shop and Huggii Agency solution, where we thank you for your participation thanks to attractive remuneration.

b2B portal

The Huggii E-shop solution to personalize your offers

Thanks to our solution, which highlights your activity with a presentation page and an online catalog visible or not. This way, your b2b customers will be able to log in to access their commercial conditions.

Because, apart from traditional ordering services by telephone, email, text or by a salesperson, the most complementary and efficient means at present is the establishment of a b2b e-commerce site. By implementing an online ordering solution for your professional customers (B2B), you will be able to save time and develop your sales simply and easily while building their loyalty through the simplicity of ordering your products with your commercial conditions.

For example, we offer these features:

  • Configure the sales funnel according to the type of customer (pro, individual, employee, CSE, etc.)
  • Manage the different B2B/B2C payment methods (30-day payment, credit card, etc.).
  • Create and organize your delivery methods by customer (internal delivery, service provider, etc.).

As you will have understood, it is better to maintain long-term customer relationships than to systematically create new ones. This is why we advise you to adopt a strategy to maximize customer loyalty.