B2B selling is complicated

by | Aug 19, 2020

If you’re targeting B2B technology companies, who do you need to reach?

Conventional wisdom says you need to talk to the design engineers, with maybe some outreach to their boss, and to the purchasing department. But in practice this can be an over-simplified model, and there are many more people than that involved: both formally, to approve a purchase request, and informally, maybe commenting at the coffee machine on their past experience with a supplier.

As well as the technical value of your product, the wider brand is also important – do customers feel comfortable buying from you? Are there concerns about your ability to meet an order, to stick around for the long term, and to help a customer when things get tricky? And are there political or ethical issues that your buyers worry about?

The result is that you need to communicate with your customers, a lot. And that means everyone: from the CEO, down to the intern who’s doing some online research, to the engineer’s children who’ve seen TV news reports about environmental issues.

With so many channels to reach customers, online and elsewhere, keeping up can be difficult, but it’s worth it in the long term.