Is This Too Crazy For The Often-Stuffy B2B World?

Is This Too Crazy For The Often-Stuffy B2B World?

November 14, 2011

“Just as appetite comes by eating, so work brings inspiration, if inspiration is not discernible at the beginning.”
-Igor Stravinsky

First off, I hope you’ve had the chance to respond to last week’s email with questions about your business taxes — and thanks to the many who took the time to help US help YOU before tax season strikes. (If you would like another copy of the email, let me know, and we’ll send it your way!)

Now for those of you who are in the B2C space, you’re probably scrambling this week — getting ready for your BUSY season. Let me know if there is anything we can do for you, before things get too crazy for you! So I thought, instead, I’d address my clients who are in the B2B world. There’s a new reality in how you should be communicating, selling, marketing … and it’s important that you not miss it.

Mark Clark’s “Real World” Business Strategy Cutting Through The Noise is Easier Now for B2B

Marketers and sales reps are beginning to report that changes are happening in how businesses are reaching out to buyers, and it’s great news for the small business. Why? Because these developments make it much easier to compete with big brands and create personal connections–which almost ALWAYS transcend simple cost/benefit dynamics for buyers and clients. What am I referring to?

The steady de-formalization of the business landscape. Through the power of email, networking, and social media, buyers are accessible more than ever before. B2B buyers are consumers: they use search and they depend on their connections to get trusted recommendations on products and services. This has always been the case, of course, but as social media has climbed in influence (with email marketing climbing along with it–in fact, it’s gaining in power), it’s just never been easier to reach out to decision-makers. In fact, many smart marketing experts are now outright declaring that throughout 2012, they expect previous B2B dynamics to no longer be as much of a barrier to sales, and for it to become actually easier for people to transact among each other.

So, how do you do it? * Make a decision to build relationships with your clients and prospects. It really *is* a conscious decision to be made, and doesn’t just “happen”. Personally, I invest time and money writing these weekly notes to add additional value AND so that you and I can have more conversations about the things you care most about–growing your business, etc. And it’s a similar conversation you should be having with your clients and prospects. What do they care most about, and how can you enter that conversation?

Yes, it will take time. You may be able to have others help you with it…but it is a decision to make–and implement. * It’s time to consider dropping the formality.

As I mentioned previously, the business landscape is becoming more personal, and it’s important that your clients and prospects get a real sense of the human heart beating behind what you do. Many business owners resist this–after all, how do you do it without sacrificing professionalism? Well, certain large corporations are getting in the act (see: Google), and they’re smart to do so. Yes, it’s always important to communicate your authority and expertise, but you can certainly do that while maintaining a conversational stance