With the latest COVID Omicron wave hitting us hard this new year, it has proven that the pandemic is far from over. For small businesses, the impact of the pandemic was particularly difficult. Through the uncertainty, small businesses need to continue to adapt and persevere, and there is also an opportunity to innovate in ways they never have before.
These are my top six B2B sales and marketing tips to help small businesses grow in 2022.
1. Strip the friction from your sales process
As a small business, your entire sales process from first outreach to closing should be taking under two months. Small business B2B sales are much quicker and more efficient than medium to large businesses. Business owners need to strip out the friction from their sales processes to achieve this.
From my experience with small business owners, many of them have friction in the sales process that inhibits their business, such as implementing pricing models all up front or requiring non-disclosure agreements from potential clients. Your goal should be to get people to make decisions quickly, by removing any elements that slow that process down.
2. Data, data, data
As a small business, your entire sales process from first outreach to closing should take under two months. Small business B2B sales are much quicker and more efficient than medium to large businesses. Business owners need to strip out the friction from their sales processes to achieve this. Your goal should be to get people to make decisions quickly, by removing any elements that slow that process down.
3. Check your numbers
One of the most common mistakes small businesses make in their sales and marketing process is their lack of sales automation. Small businesses should set up a CRM system that captures all data in one place and let automation do its job. B2B sales automation uses artificial intelligence and digital tools to automate those repetitive sales tasks and compiles and analyses data. When set up correctly, automation can be highly professional and enables incredible sales engagement, boosts productivity and streamlines the sales process for your team.
One of the most important things for your marketing and sales is to manage the costs within an inch of its life. People pay a lot of money for B2B marketing and sales, without a lot in return. It is critical that your marketing has a great ROI, especially in the early stages of your business.
4. Identify your USP
A simple way to identify your unique selling point is to ask your clients “why did I win?” Inwardly reflect on this information and why people choose your product or services over competitors and drive hard with that. The same goes for potential clients who you don’t win over. Businesses should always ask, ‘why did I lose?’ and if there is validation in the reasons they give you, then make an effort to change those.
Your USP needs to be optimised to your target audience. Look at where your product or service fits in the market amongst your competitors, what is lacking in your market and what are the most common complaints amongst your competitors. Look at your point of difference and drive this in your messaging.
5. Appreciate yes and respect no
For every yes you receive, there will be multiple no’s. Learn to respect every no you receive just as you appreciate every yes. When a potential client says no, make sure you personally call them and follow up. Rather than burning bridges with potential clients that say no, reach out to them to extend an “SOS offer”:
“I respect your decision. If things go wrong, here is my number. Contact me if things don’t work out.”
Showing your respect and offering that line will build a strong foundation if things don’t work out with the potential client’s first choice. If clients do return (and they will!) ensure there is no judgement and focus on how you can pick up where you left off and really help them.
6. Consider a business lead agency
Having a business lead agency is the most efficient and effective way to secure appointments with potential clients fast. They introduce a company’s salespeople to decision-makers with genuine interest to understand more about ways that you and your team can help them.
