{"id":5071,"date":"2015-06-15T17:10:00","date_gmt":"2023-10-18T17:10:41","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=5071"},"modified":"2023-10-18T17:36:03","modified_gmt":"2023-10-18T17:36:03","slug":"build-stronger-b2b-relationships","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/build-stronger-b2b-relationships\/","title":{"rendered":"7 Subtle Yet Powerful Ways to Build Stronger B2B Relationships"},"content":{"rendered":"\n<p>The field of customer service is undergoing a big change. Once perceived as an organizational cost-sink, support teams are now key drivers for engagement and growth. Often dubbed <a href=\"https:\/\/bufferapp.com\/journey\/happiness-hero\">happiness heroes<\/a> and relationship managers, new roles help B2B companies forge stronger bonds with customers. The value that these teams add\u2014in terms of facilitating customer engagement and preventing churn\u2014is priceless.<\/p>\n<h3> The Value of Great Customer Support <\/h3>\n<ul>\n<li>A customer is <b>4 times<\/b> more likely to buy from a competitor if the problem is service related vs. price or product related<\/li>\n<li>A <b>10%<\/b> increase in customer retention levels result in a 30% increase in the value of the company<\/li>\n<li><b>91% <\/b>of unhappy customers will not willingly do business with you again<\/li>\n<\/ul>\n<p><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/stronger-b2b-relationships-001.jpg?strip=all&#038;quality=95\"><\/img><\/p>\n<p>There\u2019s more to the customer success story than what\u2019s happening on a company\u2019s support lines. At the end of the day, your company needs to uphold the promises of your marketing team.<\/p>\n<p>On an unspoken level, every team member is responsible for making and keeping customers happy\u2014and the smallest decisions will often make the biggest impact. After all, customer service shouldn\u2019t just be a department. <a href=\"http:\/\/labs.openviewpartners.com\/power-of-being-customer-focused-quotes\/\">It should be the entire company<\/a>. Here are seven simple ideas to build stronger B2B relationships.<\/p>\n<h3><b>1. Give all departments the option to join (or shadow) your company\u2019s support team.<\/b><\/h3>\n<p>Support teams are your company\u2019s chief empathizers. By navigating a range of challenges, happiness heroes witness your customers\u2019 worst frustrations and best moments, intelligence than can help guide the day-to-day decisions of product, marketing, and even IT.<\/p>\n<p>Companies should consider sharing customer service duties. For starters, take turns answering questions on live chat. This practice gives team members an unobscured view into everyday customer pain points. Rather than separate customer support and the rest of your company\u2019s operations, employees from different departments can investigate relevant customer concerns to better your products and services. And in providing direct support, every team member can become a customer empathizer too.<\/p>\n<h3><b>2. Prioritize value above price.<\/b><\/h3>\n<p>Focus on the ways other than price that your company adds value to your customers and solves their biggest pain points. For example, focus your marketing messaging on the benefits of your product or service rather than price. Instead of positioning your product as a bargain, place emphasis on the specific points of value that customers should expect to generate.<\/p>\n<p>At the end of the day, your customers don\u2019t care how much revenue you generate, what your shareholders expect, or what your sales quota may be. They\u2019re looking for solutions to specific business challenges and ways to increase their own revenues.<\/p>\n<p>Your product position and marketing messages should reflect how your customers think and feel. No conversation\u2014and no customer touchpoint\u2014should ever feel like a hard sell.<\/p>\n<h3><b>3. Create a customer advisory board.<\/b><\/h3>\n<p>Instead of keeping your customers at arm\u2019s length, think of them as partners to your business. In fact, consider giving them a seat at the table by creating a customer advisory board.<\/p>\n<p>This group should be small yet representative of your entire customer base. Balance new business partners in addition to customers who have been with your company since day one.<\/p>\n<p>You may choose to host formal meetings or you may find it easier to connect with board members on an individual basis. Regardless of how you work with your board members, keep them very close to your product and marketing decisions. Ask their advice before launching anything, and position them as your most trusted confidants.<\/p>\n<h3> How to Build a Customer Advisory Board<\/h3>\n<ol>\n<li><b>Determine the objective. <\/b>Do you want a broad board or multiple boards targeted to specific markets?<\/li>\n<li><b>Select the right people. <\/b>Seek diverse skills, expertise, and experience. A big name adviser can help build credibility, but remember to build a board of members willing to spend their precious time. <\/li>\n<li><b>Set expectations. <\/b>Lay out ground rules and guidelines for responsibilities and time commitments. <\/li>\n<li><b>Keep communication open outside of meetings. <\/b>Rounding up the board on a regular basis is tough. Set up in-person or virtual meetings with individual members as needed. Have an open line of email communication for feedback that may come up outside of a meeting.<\/li>\n<\/ol>\n<p><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/stronger-b2b-relationships-002.jpg?strip=all&#038;quality=95\"><\/img><\/p>\n<h3><b>4. Grow your most successful customer segments.<\/b><\/h3>\n<p>Aggressive growth numbers are every B2B company\u2019s dream, but sometimes, it\u2019s better to take things slowly.<\/p>\n<p>It may be tempting to cast your net wide and acquire as many customers as possible. But with unfocused growth comes a high risk of churn. Even worse, these dissatisfied customers will perceive your marketing messages as empty promises and may create a negative shadow over your brand.<\/p>\n<p>Narrow your focus and specialize. Hone in on the two or three customer segments you know best\u2014the customers who will have the best potential for success with your product, service, or platform. You don\u2019t need to grow your business slower.<\/p>\n<p>Channel your energy toward the customers who are likely to be the strongest fits with your company, such as customers with the <a href=\"http:\/\/www.entrepreneur.com\/article\/224153\">highest lifetime values<\/a> (LTVs) and retention rates. Success will fuel more success to become your company\u2019s growth engine.<\/p>\n<h3><b>5.<\/b> <b>Treat subscriptions like direct relationships.<\/b><\/h3>\n<p><a href=\"https:\/\/www.salesforce.com\/ca\/saas\/\">Software-as-a-service<\/a> (SaaS) is a B2B model that has overturned traditional support models. Now more than ever before, customer success is driven by ongoing relationships.<\/p>\n<p>Customer retention is just as important as acquisition. It costs <a href=\"https:\/\/www.linkedin.com\/pulse\/20130604134550-284615-15-statistics-that-should-change-the-business-world-but-haven-t\">six to seven times<\/a> more to acquire a new customer than to retain an existing one. In addition to getting users to sign up, you also have to give them incentives to stick around and continue to use your product. Even if you have millions of customers, take the time to engage with each one of them on an individual level. <a href=\"http:\/\/blogs.salesforce.com\/company\/2015\/03\/narrowcasting-using-targeted-content-to-boost-engagement-and-conversion-gp.html\">Targeted messages<\/a> and check-ins can help.<\/p>\n<p>Use your data to determine whether and when you should reach out to your customers. If you notice someone may be ready to churn, send a check-in email. Possible signs of churn include account changes, stagnant account activity, negative feedback, dropped sessions, and decreased usage rates.<\/p>\n<p>If you don\u2019t have one already, implement an onboarding process that encourages your customers to reach out for help when they need it. Make sure every single customer has the tools they need to succeed.<\/p>\n<h3> Warning Signs of Churn<\/h3>\n<ul>\n<li>Customer acquisition costs between <b>5 to 15 times<\/b> more than customer retention<\/li>\n<li>A low churn rate can <b>double <\/b>your company\u2019s value over <b>5 years<\/b><\/li>\n<li><b>Are your customers actually using your product?<\/b>\n<ul>\n<li>Pay attention to:\n<ul>\n<li>How often customers log on<\/li>\n<li>Which parts of the product they use the most<\/li>\n<\/ul>\n<\/li>\n<li>If people aren\u2019t logging on or only engage with certain parts of your product, offer support and free educational material to help re-engage them<\/li>\n<\/ul>\n<\/li>\n<li><b>Is usage growing or decreasing on a per capita basis?<\/b>\n<ul>\n<li>Pay attention to:\n<ul>\n<li>How many users are being added to or subtracted from a single company\u2019s subscription<\/li>\n<\/ul>\n<\/li>\n<li>Check in with subscribers whose user base is decreasing. Find out why there\u2019s a decrease (Are they using another service? Are they downsizing their company?)<\/li>\n<\/ul>\n<\/li>\n<li><b>Are customers paying bills on time?<\/b>\n<ul>\n<li>Pay attention to:\n<ul>\n<li>Invoices for each customer<\/li>\n<li>Any changes in their payment pattern<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<li>If a customer doesn\u2019t pay their bills for a long period of time, they may be phasing out of your product. Reach out and ask why their payments are overdue. If they do not plan to renew, your customer service team should see if there\u2019s anyway they can help. <\/li>\n<\/ul>\n<p><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/stronger-b2b-relationships-003.jpg?strip=all&#038;quality=95\"><\/img><\/p>\n<h3><b>6. Bring humanity to your marketing presence.<\/b><\/h3>\n<p>People like to do business with other people, not nameless, faceless companies.<\/p>\n<p>Let the great personalities behind your brand shine. Encourage your customer-facing teams to take ownership over their communications and speak and write in a style that feels natural to them. Upload photos of team events and casual days at the office. Encourage employees to share content they find interesting on social media. To stick to your brand\u2019s message, values, and voice, consider creating a social style guide to provide direction. <\/p>\n<p>The more soul your company has, the more your customers will love doing business with you. After all, it\u2019s easier to connect with fellow humans than landing pages.<\/p>\n<h3><b>7. Help your customers succeed on a personal level.<\/b><\/h3>\n<p>There\u2019s a real human being on the other side of the phone line or computer screen. Like you, this person has high career ambitions and is looking for opportunities to grow.<\/p>\n<p>Your B2B relationship is one of many bullet points on this person\u2019s list of responsibilities. That one bullet point, however, is a powerful opportunity to help that person look great in his or her role.<\/p>\n<p>The better your business relationship performs, the more empowered your customer will be in his or her own role. One way to distinguish your company as a vendor is to demonstrate that you\u2019re invested in your customer\u2019s success on a personal level. Prepare awesome supports, participate in team meetings, share extra data\u2014do what it takes to be your client\u2019s best vendor. You\u2019ll be loved as a lifelong ally, partner, and friend.<\/p>\n<h3><b>Final Thoughts<\/b><\/h3>\n<p>When it comes to relationship building, it\u2019s the smallest gestures that matter most. Demonstrating you\u2019re a group of human beings that care matters more than your big branding budget. Be who you are and your customers will take notice. The secret for stronger customer relationships is no secret at all: It\u2019s people.<\/p>\n<p><a href=\"http:\/\/www.salesforce.com\/ca\/crm\/?d=70130000000iCDA\"><img decoding=\"async\" alt=\"CRM DEMO\" title=\"CRM DEMO\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/6a00e54ee3905b883301bb07ae15b0970-2.png?strip=all&#038;quality=95\" border=\"0\"><\/img><\/a><\/p>\n<h3>Share &#8220;7 Subtle Yet Powerful Ways to Build Stronger B2B Relationships&#8221; On Your Site<\/h3>\n<p><textarea aria-label=\"Share 7 Subtle Yet Powerful Ways to Build Stronger B2B Relationships\" onclick=\"this.focus();this.select()\">&lt;p&gt;&lt;strong&gt;Click To Enlarge&lt;\/strong&gt;&lt;br \/&gt;&lt;br \/&gt; &lt;a href=&#8221;https:\/\/www.salesforce.com\/ca\/en\/2015\/06\/build-stronger-b2b-relationships.html&#8221; _rte_href=&#8221;https:\/\/www.salesforce.com\/ca\/en\/2015\/06\/build-stronger-b2b-relationships.html&#8221; target=&#8221;_blank&#8221;&gt; &lt;img src=&#8221;https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/stronger-b2b-relationships-embed.jpg&#8221; _rte_src=&#8221;https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/stronger-b2b-relationships-embed.jpg&#8221; alt=&#8221;7 Subtle Yet Powerful Ways to Build Stronger B2B Relationships&#8221; width=&#8221;600px&#8221; border=&#8221;0&#8243; \/&gt; &lt;\/a&gt; &lt;\/p&gt; &lt;p&gt;Via &lt;a href=&#8221;https:\/\/www.salesforce.com\/ca\/&#8221; _rte_href=&#8221;https:\/\/www.salesforce.com\/ca\/&#8221; target=&#8221;_blank&#8221;&gt;Salesforce&lt;\/a&gt; &lt;\/p&gt;<\/textarea><\/p>\n<p> <img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/stronger-b2b-relationships-embed.jpg?strip=all&#038;quality=95\" width=\"250\"><\/img> <span id=\"authorRoot\" path=\"\/content\/blogs\/ca\/en\/authors\/\"><\/span> <\/p>\n","protected":false},"excerpt":{"rendered":"<p>When it comes to relationship building, the smallest gestures matter most. In this post, learn how to forge stronger bonds with customers and prevent churn.<\/p>\n","protected":false},"author":1,"featured_media":5073,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[5,24],"sf_content_type":[],"coauthors":[160],"class_list":["post-5071","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-customer-relationships","sf_topic-customer-success"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>7 Subtle Yet Powerful Ways to Build Stronger B2B Relationships - Salesforce<\/title>\n<meta name=\"description\" content=\"When it comes to relationship building, the smallest gestures matter most. 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