24 {{ upvoteCount | shortNum }}
24 {{ upvoteCount | shortNum }}

Business to Business (Industial) Marketing question

by tonywarrior2
21 replies
Hi

I am going to pitch for a Business to Business project. This is an industrial good company that wants more sales leads from their web site. I have little experience in B2B having done only two other projects but the tactics are different compared with Business to Consumer. I want to make sure I approach the pitch in the right way and so I was wondering if anyone knows of any courses, e-books etc that specifically focus on B2B web marketing?

Cheers, Tony

PS there is a LOT of work in the B2B world!
#business #industial #marketing #question
  • Profile picture of the author artwebster
    B2B is no different in the basic processes to selling to people.

    Don't forget that when you did your two other projects. you were selling B2B - your business to their business.

    Before you can even think about making a pitch, you have to get right back to basics (if you ever did the basics) and do a simple fact find. There is so much you need to know before you can consider yourself ready to just think about what to pitch.

    Welcome to the real world. The world in which your instant, got it from an ebook, solutions simply don't work. Selling off line requires a skill set that I have yet to discover in any internet marketer and it distresses me to see how much damage is being done by people not qualified to attend a presentation unaccompanied.

    If you are going to pitch off line - LEARN YOUR TRADE FIRST!!!
    Signature

    You might not like what I say - but I believe it.
    Build it, make money, then build some more
    Some old school smarts would help - and here's to Rob Toth for his help. Bloody good stuff, even the freebies!

    {{ DiscussionBoard.errors[651564].message }}
  • Profile picture of the author tonywarrior2
    The project is to increase the proportion of visitors who request further information. This is in an industrial market with industrial buyers as the target audience of the site. I agree that B2B is ultimately not much different from B2C selling (a purchase is mostly emotion based whether it's B2C or B2B). However the mechanisms of obtaining a lead are different. I have B2B sales experience but not really through the internet. So my question was more to do with tactics. For example, a mini-course via ARS might work well to sell an e-book, but industrial buyers are very knowledgeable so this method would need to be adapted. I was wondering though whether there were any warriors with web-based industrial sales experience and if they could pass on some tips. That's all.
    {{ DiscussionBoard.errors[651584].message }}
  • Profile picture of the author thegamecat
    Real Business is lagging behind the bleeding edge that is IM. I often found looks of amazement and resistance from businesses of all sizes when I gave them a run down that follows standard IM practices. This includes high level tech architects and consultants at IBM. It can be a very strange and surreal experience.

    Now I tend to go in with watered down proposals and gradually get a bit more advanced over time. Depending on how advanced they are is can also be beneficial to describe things in terms of "old" marketing - or at least compare so they have a something they know to relate to.

    Good luck with it.
    {{ DiscussionBoard.errors[652024].message }}
    • Profile picture of the author JohnMcCabe
      Get thee to Perry Marshall's website and pick up a copy of his course on marketing with White Papers. It covers exactly what you are asking about.

      In a nutshell, it's basic two-step lead generation.

      > Offer a bait piece - a white paper (report) that defines a specific problem and offers a solution. Of course, the best solution involves your product or service.

      > Within the bait piece, offer a strong call to action to take the next step in the process - visit a sales letter (or series of linked sales letters).

      > Follow up with those not ready to buy yet using newsletters and new offers.

      Perry cut his teeth in industrial/technical sales, and his system is built for that arena.
      {{ DiscussionBoard.errors[652063].message }}
      • Profile picture of the author Killer Joe
        John McCabe just gave you the best advice you can get.

        One of the things to pay attention to, and Perry spells this out very clearly, is to remember that this niche is interested in *details*, and not hyperbole.

        They want information first and smoke and mirrors never. There is very little emotional selling to industrial niches.

        Follow Johns' advice...he beat me to it

        KJ
        Signature
        {{ DiscussionBoard.errors[652092].message }}
      • Profile picture of the author tonywarrior2
        Originally Posted by JohnMcCabe View Post

        Get thee to Perry Marshall's website and pick up a copy of his course on marketing with White Papers. It covers exactly what you are asking about.

        In a nutshell, it's basic two-step lead generation.

        > Offer a bait piece - a white paper (report) that defines a specific problem and offers a solution. Of course, the best solution involves your product or service.

        > Within the bait piece, offer a strong call to action to take the next step in the process - visit a sales letter (or series of linked sales letters).

        > Follow up with those not ready to buy yet using newsletters and new offers.

        Perry cut his teeth in industrial/technical sales, and his system is built for that arena.
        Hi
        thanks for the advice. I've heard about that course somewhere ... I'll go search for it!
        Tony
        {{ DiscussionBoard.errors[652437].message }}
  • Profile picture of the author artwebster
    Talk about the blind leading those who can not see!

    B2B sales, if they are truly B2B do not nicely follow the lines along which a nice little procession of ants will crawl until they find the crumbs!

    There is not a one size fits all mentality.

    I repeat, before you can make any sort of proposal you need to do a good fact find.

    Who is the competition?
    What does the competition do differently?
    How do they get their web site in front of the decision maker?
    Who is the decision maker?
    Where does the web site sit in the current list of business priorities?
    Why?
    Who is empowered to do web site searches for information?
    To whom is this information forwarded for consideration?
    To whom do I address my proposal?
    To whom should I address the bait?
    Who built the existing web site?
    If he is still with the company, how much wallop does he pack?

    Little bits of information like these would enable you to not only plan a proposal but also defend it against attacks by company members who are simply anti- new fangled ideas.
    Signature

    You might not like what I say - but I believe it.
    Build it, make money, then build some more
    Some old school smarts would help - and here's to Rob Toth for his help. Bloody good stuff, even the freebies!

    {{ DiscussionBoard.errors[652241].message }}
    • Profile picture of the author tonywarrior2
      Originally Posted by artwebster View Post

      Talk about the blind leading those who can not see!
      Hi artwebster, just wondering if you would care to expand on your comment?

      Tony
      {{ DiscussionBoard.errors[652428].message }}
  • Profile picture of the author Adaptive
    Tony, this is Bob Bly's area of expertise so I recommend you look up some of his materials.

    Regards,
    Allen
    {{ DiscussionBoard.errors[652297].message }}
  • Profile picture of the author IMChick
    Go with John McCabe's advice on this one. But make sure that you also KNOW the MARKET and their concerns, so re-read artwebster's last post.

    Have a look here for a taste of the principles of perry marshall's white papers, with a blog offering a white paper tutorial. How to Write White Papers Using the Perry Marshall White Paper Guide

    My best advice (after learning how the market works) is to keep the fluff out of it. These are results-oriented people with money to spend on profit generation. They do not have the time or interest for anything other than the part that cuts right to the chase. Be successful in the delivery of profits to this market, and you will get tons of referrals.
    {{ DiscussionBoard.errors[652328].message }}
    • Profile picture of the author JohnMcCabe
      Originally Posted by IMChick View Post

      Go with John McCabe's advice on this one. But make sure that you also KNOW the MARKET and their concerns, so re-read artwebster's last post.
      Gotta second that (re-reading Art's post).

      Marshall's system can be devastatingly effective, but as an outsider you have to know where your prospect is, what they want to accomplish, what means they have and are willing to allocate, etc. before you start.
      {{ DiscussionBoard.errors[652435].message }}
      • Profile picture of the author IMChick
        Originally Posted by JohnMcCabe View Post

        Gotta second that (re-reading Art's post).

        Marshall's system can be devastatingly effective, but as an outsider you have to know where your prospect is, what they want to accomplish, what means they have and are willing to allocate, etc. before you start.
        Exactly. So make sure that your B2B niche is something that you understand conceptually and can converse intelligently on in general before drilling down to your specific problem/issue resolution. You'll get much farther if you speak to someone and demonstrate that you understand their business, not just the thing you're selling.
        {{ DiscussionBoard.errors[652637].message }}
  • Profile picture of the author Joe Stewart
    I have 15 years of direct B2B sales, including running my own supply business from home since 2001.

    First of all, I agree with Killer Joe about not using any "smoke and mirrors" tactics. When dealing with business owners, purchasing agents and others in positions of authority, it's very important that you keep things as honest and professional as possible. Lay everything out and present it just as if you were doing it for you own mother.

    The key here is that you want to be able to approach these people again. If you have to give a bit more than you'd like on the front end, do it. Unlike dealing with consumers, the money you can earn on the backend from dealing with a business is lucrative. Be totally honest, tell them exactly what they can expect when they do business with you and then over deliver EVERY time.

    Also, always be easy to reach. Have a toll free number set up (it's $10.00 a month online), make sure that they have your cell number, or at least a number where you can always be reached during work hours.

    Keep in mind that there's always someone new right around the corner that will jump through hoops to take their business away from you so you must continue to earn it over and over again.

    Good luck!

    Joe
    Signature

    My New "Share All" Blog Is Coming Soon! Online & Offline Marketing, More!

    http://www.UnCENTSored.com

    {{ DiscussionBoard.errors[652483].message }}
  • Profile picture of the author Joe Stewart
    By the way, Perry Marshall's information IS excellent!
    Signature

    My New "Share All" Blog Is Coming Soon! Online & Offline Marketing, More!

    http://www.UnCENTSored.com

    {{ DiscussionBoard.errors[652496].message }}
  • Profile picture of the author new guy
    I was going to recommend Perry Marshall, but I see that has been done. Enjoy...
    Signature

    Please read the sig file rules

    {{ DiscussionBoard.errors[652839].message }}
  • Profile picture of the author eMarketing_Tips
    Yea Perry Marshal is good
    {{ DiscussionBoard.errors[652880].message }}
  • Profile picture of the author artwebster
    Quote:
    Originally Posted by artwebster
    Talk about the blind leading those who can not see!


    Hi artwebster, just wondering if you would care to expand on your comment?

    Tony

    Hi Tony,

    Anybody who has read my posts will know that I don't pull my punches and that, generally, I know what I am talking about.

    Internet Marketers tend to be a little like missionaries - they can quote their Bible at you all day long but put them into a real situation and they react just like someone who never read the Bible.

    When someone makes such a generalised request for help, like you did, all the lame platitudes in the world won't add up to more than wasted energy.

    Only you can answer your question because you are the man on the ground talking to the interested parties.

    Before you can tell the prospect what he needs, you have to have a good idea of what he has now, why he is only now asking for information, the level of commitment he has to online marketing, who controls the online aspect of the business, what effect he thinks his competition has on his web site effectiveness and the other things I mentioned above.

    Nobody else is going to have that information so nobody else can give you meaningful advice.

    If you are going to sell anything to anybody it is always wise, first of all, to find out what he hasn't got that the thing will provide, whether he can make the decision to buy it and then create a presentation that will address his needs, flatter his ego and convince him that he is very lucky to have found you and even more lucky that you happen to have the answer to his prayers.

    I hope that makes sense.
    Signature

    You might not like what I say - but I believe it.
    Build it, make money, then build some more
    Some old school smarts would help - and here's to Rob Toth for his help. Bloody good stuff, even the freebies!

    {{ DiscussionBoard.errors[653942].message }}
    • Profile picture of the author blackhatzen
      Originally Posted by artwebster View Post

      Quote:
      If you are going to sell anything to anybody it is always wise, first of all, to find out what he hasn't got that the thing will provide, whether he can make the decision to buy it and then create a presentation that will address his needs, flatter his ego and convince him that he is very lucky to have found you and even more lucky that you happen to have the answer to his prayers.

      I hope that makes sense.
      I think it makes sense and I wholeheartedly agree.

      One of the most effective practices I learned in business school was to always approach a meeting with a potential business partner or client knowing their business plan as well as you know your own. If you don't, a great way to get more comfortable is to actually sit down and try to write (or type) one up. It doesn't have to be comprehensive, but the act of writing forces you to organize your thoughts in a way that can more closely mimic your potential client's. While this is obviously a bit impractical in some cases, what it provides you with is a framework from which you can build your own pitch that takes into consideration the needs and wants of the people you'll be speaking with.
      {{ DiscussionBoard.errors[653986].message }}
      • Profile picture of the author Japort
        I love selling websites, I hold dearly some precious gems, things I learned over time, some of the most important are:

        1. Listen more than you talk.

        This is critical, besides appearing more professional you will gather more information.

        2. Questions are the answer.

        Following this simple question model will have you in a half an hour meeting controlling the conversation looking really good and applying the consulting sales model, which will give you credibility and real information to fulfill your client's needs (one on one setting):

        .Mr(s). prospect, is there someone else that will take a place in the decision making process?
        (Once I made the same presentation 5 times! to the same company, different managers.)

        . Tell me, Mr(s). prospect, first of all, what are your goals with this project.
        (If they are vague in their answer you'll have more creative freedom, since your word if you apply it well, will be gospel.)

        .Mr(s). prospect, what is the first most importance thing to you regarding this project? (X)
        (you are eliciting their values, if it's quality, price, serving customers they already have, getting new customers, etc; never assume you know the client's needs, for any reason.)

        .Mr(s). prospect, when do you know you have (X)
        (for some people quality, for example, means something and for other means something outrageously different.)

        .Mr(s). prospect, what is the second most importance thing to you regarding this project? (Y)

        .Mr(s). prospect, when do you know you have (Y)

        ..Mr(s). prospect, what is the third most importance thing to you regarding this project? (Z)

        ..Mr(s). prospect, when do you know you have (Z)

        - Of course based on your notes, and in the things you perceived, not only what they said but what they didn't say make a proposal treating point by point how you will fill up those needs.
        - Always have the best presentation possible(clean, groomed), whatever your image.
        - Always take notes, either with a Tablet PC or with pen and paper.
        - Don't try to sell in the first meeting, that is why you are 'consulting', you'll use your brainpower and expertise to 'consult' as a specialist in the best strategies and tactics in internet marketing.
        -If they ask how much? how much? you just say that you carefully have to analyze your notes, answering right now would be completely non professional.
        -Respect your client's most valuable asset: time, get there and leave there on time, usually you will have agreed a schedule before meeting.
        -Last but not least visuallize yourself being confident, calmed and in complete control of the situation seing people at the meeting listening to you like somebody listening to an oracle.

        Well, that's for part one, by now you will have created a powerful personal impression, gained credibility by the way you talk, how you move and how professionally you managed the interview. Now hopefully your proposal and presentation will be received with kind eyes and you'll be ready for the next phase: Presentation, closing and Overdelivering!
        {{ DiscussionBoard.errors[654176].message }}
        • Profile picture of the author tonywarrior2
          Hi folks,

          thanks for all the input, I really appreciate it and have taken your comments on-board.

          I now have a copy of Perry's Guide to marketing a white paper and at first sight it looks like a very good lead generation method. In fact I can use this for an existing client that sells a big-ticket software application.

          Thanks again,

          Tony
          {{ DiscussionBoard.errors[654655].message }}

Trending Topics