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Why should your sales reps practice good customer service?

It costs a B2B business 6-7 times more to acquire a new client than it does to retain one and no business wants to sell only once or twice to customers. It’s vital that B2B wholesalers and distributors prioritize customer retention. Don’t allow your sales reps to waste all the hard work of gaining a new customer by not nurturing them appropriately. Instead, focus on developing a base of loyal customers who offer a high lifetime value.

Investing in a robust customer service strategy helps you retain customers and further establishes the reputation of your brand. From making the initial sale to encouraging customers to come back for more, here’s a fresh approach to help you build and maintain good relationships with your customers.

Customize your sales technique

Customer service, at its core, involves making your customers feel they are individually valued. When you market and sell to your customers, you want them to feel you are speaking to them personally. A ‘one-size-fits-all’ approach just doesn’t cut it in B2B sales.

To speak to your customers on a personal level, your sales reps must be equipped with detailed customer information. Customers bring with them an abundance of data, and you can use this data to learn more about them and tailor your company’s marketing and sales efforts accordingly.

There are a few ways your business can make use of all this data.  One option is to design different price lists for different customers based on their perceived interests and budget.

But it’s impossible to keep track of all this information by hand.

To analyze customer preferences, you should use a digital sales platform to create unique cross-sell promotions, upsell promotions, and discounts to appeal to different customers. A gives sales and route staff the sales functionality they need, on their own personal mobile devices.

Connect with customers in the field

B2B sales reps are mostly out the office, whether at trade shows, visiting customers, or at sales conventions... Having restricted access to customer and sales information while in the field could result in missed opportunities.

It’s equally important that sales reps can address customer questions even when they’re in transit between destinations. Off-line access to company and customer data is crucial, as it means your staff can work from anywhere. Implementing a mobile CRM platform means your staff are connected with customers regardless of their location.

Keep your route staff informed

If you really want to connect with existing customers, every employee who interacts with a customer should be trained and equipped to provide a good customer experience--whether they’re a sales rep or a member of your delivery staff.

Training your route staff to have a deep knowledge of product information, and equipping them with a mobile route accounting system ensures they have a thorough product and customer knowledge.

Adopt a customer-centric approach

Traditionally, sales efforts have been product-centric, focusing on the virtues of their company’s products and pitching the reasons customers should buy them. But an alternative, customer-centric approach has been proven to show better results and is rapidly becoming the trend in all industries.

A customer-centric approach is about empathizing with your customers, addressing specific customer pain points, and allowing sales reps to identify with customers as they listen to customers’ problems and guide them toward potential solutions.

Rather than using a generic pitch when talking to a customer, sales reps should engage in conversation, and prioritize listening. As they walk the customer through their challenges and concerns, sales reps should showcase the product’s value by offering it as a potential fix.

Speed up the sales cycle

Speeding up your sales cycle helps you maximize profits in the short term, and brings customer satisfaction, driving the customer loyalty that’s essential for long-term growth.

To increase the efficiency of your sales cycle, keep customer and product data organized on a digital platform and readily accessible for all staff. Using a digital order entry platform rather than manually taking orders on paper also speeds up the sales cycle, as it reduces order entry mistakes and avoids the time-consuming and tedious process of reentering of data on the back-office computer.

Your customers receive their orders faster resulting in satisfied customers who keep coming back.

Encourage collaboration between your teams

By encouraging your employees to communicate with one another across teams, you ensure they’re constantly updated about customer questions and concerns and can be as helpful and informative as possible.

Customer success drives customer loyalty

Investing time and effort into your customer success strategy attracts new customers and retains a loyal base of repeat customers. By gathering valuable customer data, customizing your sales efforts accordingly, and keeping order entry and sales data organized and accessible, you will establish long-term relationships with your customers.




About The Author

Stacey Woods
Stacey Woods
Stacey Woods is the Senior Business Development Manager at Pepperi. She has extensive experience in B2B sales and understands the many benefits that can be gained by automating and syncing the different sales channels in a company.