The goal of B2B sales prospecting is to find new clients. Therefore, it has been necessary to develop several techniques over the years. However, each available technique corresponds to a context . You cannot use them indiscriminately, at the risk of failing to convince your target audience. To optimize your results, you will need to create a prospecting plan beforehand. This plan must take into account your company's objectives.
B2B prospecting: a focus on companies
The term "B2B" or "B to B" corresponds to the English expression "business to business ." It refers to all exchanges and commercial activities between companies . Although the general public is not yet very familiar with this expression, B2B clients often represent a significant portion of a company's customer portfolio. B2B is the opposite of B2C ("business to consumer") , which refers to exchanges with individuals . Given the diametrically opposed characteristics of these two client groups, it is therefore not possible to use the same approaches.
The prerequisites of the B2B prospecting plan
Define your goals
To verify the relevance of your objectives, they must meet the five SMART :
- Specific/simple : which is precise and corresponds to your strategic business area;
- Measurable : whose performance you can measure;
- Ambitious : that which presents a certain challenge;
- Feasible : that which is not utopian;
- Time-bound : with a deadline that must be strictly adhered to.
Example: "Become the leading seller of laptops in the Indian Ocean region by 2025.".
Segment and define the target
Segmentation involves identifying the criteria that will help you choose your final target market. In a B2B context, this could include company size, market area, capital, legal status, and so on. You could, for example, prioritize the most profitable segment and develop specific marketing strategies for them, or even create a scoring system for the different segments to analyze your return on investment .
B2B prospecting techniques
While individuals are more inclined to buy a product for recreational reasons, businesses ( B2B ) will choose their new business partners more logically . Indeed, professionals must allocate a significant budget to each of their projects. Therefore, they will favor companies that offer the best value for money and with whom they can establish long-term relationships .
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More detailed sales materials
On the B2C side, promotion is primarily done on television and social media . Given the large number of products available, promoters must opt for concise content that appeals more to emotions than to reason. Slogans like "The first smartphone with 6 cameras for €250" can be enough to create a desire to buy in the average consumer. A company, however, will verify whether the 6 cameras in question are actually useful and whether the other specifications meet their intended use.
You will then need to provide as much information as possible about your products, such as the typical user profile, instructions for use, durability, and additional services. For this, you can use brochures , but also comprehensive catalogs .
The use of digital marketing
Again, this is a technique also used in B2C. However, the approach will be different. Instead of simply displaying banner ads on online platforms, B2B clients will receive these specialized emails (email campaigns and newsletters) . These messages shouldn't just contain long text. It will be essential to include attractive visuals to maximize impact. Calls to action (clickable links) will also be welcome, as they will allow direct access to your offer, for example.
Phone calls
Since emails are sometimes ignored by recipients, don't hesitate to follow up with your prospects by calling . When doing so, remember to introduce yourself and reiterate the offer you're calling about. The goal here isn't to pressure the potential client. Instead, you should demonstrate that you value their needs above all else. Once the company representative understands this, you'll have the opportunity to convince them that it's in their best interest to purchase your product or service.
Physical appointments
This is the final blow you deliver during B2B prospecting . However, the request must come from the client. Always keep in mind that you mustn't pressure them! Indeed, if you insist on meeting them early to present a product they've never seen, you'll be perceived as an intrusive and pushy negotiator.
However, if your counterpart takes the time to schedule a meeting to discuss your services, it means they are very interested. They likely want to learn more about your offerings and begin negotiations . In this case, don't hesitate to bring samples of your product, if possible. Demonstrate precisely how it should be used and highlight its concrete benefits!
Ultimately, since B2B approaches are specific, it will be essential to build a team dedicated solely to this activity . Its members must have in-depth knowledge of the product or service being promoted. This will reinforce your company's credibility with the prospect . Don't forget to nurture the prospect's loyalty once you've converted them into a client. Indeed, it would be a shame not to establish a lasting relationship. A single purchase won't have a significant impact on your business. Regular training will help strengthen your team, and don't forget performance reviews.
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