The typical B2B buyer is changing; are you changing too? In order to keep up with the evolving market, its necessary to investigate new methods of contacting your customers. Instead of face-to-face sales pitches or cold calls, more and more businesses are reaching their clients via website or mobile app. The ideal B2B sales strategy contains a mixture of both mobile and desktop elements, so you should consider the differences between these two mediums in your B2B sales cycle.
Mobile B2B sales strategy
Mobile browsing is quickly coming to overshadow desktop use, even in the B2B sector. As a result, more sellers are picking up mobile techniques to improve their sales conversion rates. There are two options when it comes to connecting with your mobile clients: optimize your site for mobile use or create a mobile application.
Optimizing your site for mobile use is often faster and more affordable than building an app. However, depending on your company and the service you provide, an app might be more useful for your customers. It’s important to consider:
MANAGEMENT OF WEBSITE
If you manage your website in-house, there are a variety of mobile-friendly web templates you can use through CMS providers like WordPress and Joomla. These will provide an affordable, streamlined experience for your customer. If you’ve hired a web designer or design firm to create your website, ask about their pricing on optimizing for mobile devices. It’s considered best practice to design for mobile use, so it’s likely incorporated into the price.
TYPE OF MOBILE OFFERING AVAILABLE
B2B buyers are shopping on mobile devices now, and it’s in your best interest to put together a mobile offering as quickly as possible. That being said, if you’re open to longer projects, an application might be for you. This provides a more comprehensive buying experience, but will take longer to build and deploy.
GOAL OF MOBILE SITE
What would you like for your customers to accomplish with your mobile site? Many companies use mobile sites as a placeholder with pertinent contact information, while others provide a richer buying experience. Given the rise of mobile sales, it’s a great idea to utilize mobile devices as a part of your B2B sales. If customers can make purchases from their phone, you’ll have happier customers and a stronger bottom line.
A common mistake many companies make is over-simplifying the mobile experience. Your buyers should be able to accomplish the same tasks on their mobile devices that they can on their desktops– from making a purchase to contacting your sales team. By offering your customers the ability to conduct business from their smart phones and tablets, your B2B sales cycle will certainly benefit from a fully fleshed out mobile website or application.
DESKTOP B2B SALES STRATEGY
While mobile-friendly sites are getting a lot of attention as of late, now is not the time to neglect your desktop website. Many buyers take a multi-channel approach to their purchasing process; that is, they gather information, browse and complete purchases on both mobile and desktop platforms. With that in mind, you may find yourself losing your mobile customers if your desktop site isn’t up-to-date and easy to navigate.
There are a variety of different elements that make up a good desktop experience for B2B sales, including:
At any point in your customer’s purchasing journey, they may find themselves in need of immediate contact with your sales team. During business hours, you may offer instant chat to help with answering all of their questions and concerns.
Business buyers are often purchasing unique items that require custom configuration and pricing. In order to provide them with accurate quotes, your desktop site may have a quote calculator or another means of contacting a sales team to request a quote.
MANUALS & INSTRUCTIONAL GUIDES
Many B2B sellers offer very little information on their website. Set yourself apart from the competition by providing detailed white pages, manuals and instructional videos where applicable. If your website becomes a trusted resource in your industry, buyers will be more likely to turn to you when it’s time to make a purchasing decision.
DETAILED CUSTOMER ACCOUNTS
A customer account may seem like a B2C trend, but many customers expect this when they’re making online purchases. Your clients should be able to view their order history, invoices and edit all of their vital information from the comfort of their desktop.
Mobile and Desktop Should Work Together
Mobile and desktop may seem as if they’re opposing ideologies, but there’s a place for both in your B2B sales strategy. As mobile use becomes more prevalent in the business sector, B2B sellers have an enhanced opportunity to reach clients through new and unique mediums. If you offer a feature rich desktop and mobile purchasing experience for your customers, they’ll be more likely to spend money with your company and display loyalty throughout your business relationship.
Of course, you must strike the right balance between common trends and what is best for your business. A mobile application may not be what’s best for your budget (and it may not be what’s best for your customers either). Determine what your needs are, and how desktop and mobile might meet these needs to varying degrees. This will help you narrow down the right prescription for your B2B buyers and create a competitive online experience in your industry.
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