Sposób na zwiększenie lojalności klientów
Klienci B2B tracą mnóstwo czasu w procesach zakupowych. Szefowie działów sprzedaży powinni zadbać o trzy rzeczy.

Klienci B2B poświęcają dwie trzecie czasu związanego z zakupami na gromadzenie informacji, ich przetwarzanie i wyłapywanie sprzeczności – według ustaleń Gartnera. Często muszą to robić bez pomocy handlowców. Dlatego cenią dostawców, którzy dostarczają im właściwe informacje, w odpowiedni sposób.
"To że obecnie proces zakupowy jest trudny, to mało powiedziane. Prawie nie da się go przeprowadzić bez znaczącej pomocy. Jesteśmy w punkcie zwrotnym"- twierdzi Brent Adamson, główny doradca Gartnera.
Przekonuje, że handlowiec powinien odciążyć klienta.
"Zespoły sprzedażowe muszą wykorzystywać empatię oraz bardzo dobrą znajomość branży i klientów, aby przygotować i przekazać informacje, które pomogą nabywcom kupować. Analogicznie do tego, jak ułatwia się sprzedawcom sprzedaż." – uważa ekspert.
Ten rodzaj wsparcia według doradcy pozwala uniknąć niezadowolenia kontrahenta albo je zmniejszyć, co z kolei wzmacnia jego lojalność i ułatwia sprzedaż większej partii towaru za lepszą cenę.
Potrzebne są zmiany w działach sprzedaży. Szefowie takich jednostek powinni:
– zidentyfikować "punkty bólu" klienta – przeszkody i wyzwania, które muszą oni pokonać w trakcie procesu zakupowego.
– stworzyć narzędzia do "obsługi kupujących" – opracować informacje i zgromadzić zasoby, które pomogą klientom pokonać problemy związane z zakupami.
– zapewnić spójność w kanałach sprzedaży – wsparcie musi objąć wszystkich nabywców B2B, zarówno w kanałach cyfrowych jak i tradycyjnych.
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