Building enduring relationships with B2B customers relies on these three integrated elements which enable the customer to view your proposed solutions as investments in their future rather than one-time transactions:
- Demonstrating that you understand and care about their business;
- Delivering solutions that create both immediate and long-term, strategic value;
- Proposing thoughtful alternative solutions that reduce purchasing risk and increase satisfaction.
Proposing a choice of potential solutions validates the first two elements, and transforms the relationship from transactional to partnership-based. A complicated decision process becomes a collaborative exercise that builds trust.
- When customers feel that they have meaningful choices rather than being pushed toward a single solution, they gain confidence in both their decision and in you as a trusted advisor, accelerating decision-making.
- Exploring optional approaches reveals what your customer truly values, while enabling you to demonstrate your expertise, knowledge about their business, and commitment to its success. You convey respect for the relationship versus securing a quick sale.
- Evaluating 2, or at most 3, alternative solutions encourages consideration of multiple impacted stakeholder concerns about integration with existing systems, reducing the customer’s implementation anxiety and ensuring more extensive satisfaction with the chosen solution.
How frequently are you proposing enduring solutions?