Work on this begins with compiling a database of potential counterparties. It is collected based on key criteria (interest in your product/service, financial capabilities, need for a large volume, etc.)
Then the main work begins. The head of the corporate sales department creates or offers a ready-made strategy for attracting clients and building long-term relationships with them. Large organizations are the most profitable way to sell products. Especially when long-term contracts are concluded with them. Preparation and study of modern methods and techniques for working with legal entities is a labor-intensive and energy-consuming process. But the result justifies all the costs.
Attracting corporate clients
Specific methods of working self employed database with corporate clients depend on the characteristics of each of them. Having studied several factors (experience using a similar product; financial solvency, need for regular purchases, etc.), the manager chooses one of the ways to solve the problem. Below we provide advice that will be useful to any specialist working with corporate clients for developing an effective tactic:
Make a commercial proposal taking into account the psychological profile of the head of a large company or other decision maker. Managers of this level are not guided by emotions in their choice.
Sales copy for a retail audience often appeals to our desires, dreams, and feelings: “With our silk bed linen you will feel like you are on the clouds”; “In this dress you will feel like a queen”.
Decision makers of legal entities, on the contrary, rely on reason, sober calculation, practicality. A commercial proposal should be without lyrics and metaphors, its important qualities are: informativeness, factual content. The main thing: it should be a response to the client's request.
A well- thought-out advertising campaign will be a great advantage for your organization . If the company has heard about you before, it already has an idea of you as a well-known player in the market, this will add points to your score. When you rely on working with corporate clients, place advertisements in the appropriate sources: on advertising banners in the city's business center; in thematic magazines and booklets; on websites for specialists in a certain field, etc. Try to indicate what advantage distinguishes you from competitors, what benefit this will bring to the buyer, etc.
Avoid the standard, average sales method. To succeed and differentiate yourself from your competitors, choose methods that are tailored to the specific needs of each individual client.
Use an individual approach in relations with each corporate client. To do this, you need to know all the specifics of their business, development intentions, management features, financial situation, etc. With this information, you will be able to offer profitable promotions, convenient package deals, individual discounts. Also, do not forget to talk about new services and products that may be relevant for the client. Establishing good relations that do not go beyond business plays a big role. It would be appropriate to invite them to your events: seminars, conferences, etc., as well as holiday congratulations and gifts on the occasion.
If the volume of work on managing corporate clients does not allow one manager to be responsible for one buyer company, it makes sense to distribute the workload by type of activity. For example, processing payment documents, drawing up a contract, organizing delivery, etc.
Customer support throughout the transaction. Whatever questions or difficulties arise, the contact person of the purchasing organization should be able to resolve them by contacting one manager. This will significantly affect the formation of a loyal attitude towards your company.
Use various marketing methods. From the entire arsenal of marketing tools, choose those that are suitable for this particular client. Conduct an analysis of problems and needs, study the circle of decision-makers, create individual presentations and promotional videos, visit the enterprise to see everything with your own eyes and form a personal opinion about it.
Be aware of the market situation and competitive environment of your corporate client. It is important to study the latest marketing research, monitor the activities of similar companies, their successes, innovations and advantages.