When it comes to B2B distribution, understanding your customers is not just a good practice—it’s a fundamental necessity. With today’s fierce competition and changing buyer expectations, distributors must make sure everything they do revolves around the customer if they want to remain successful and sustainable.
Market research by Deloitte Digital supports this advice:
- 86% of B2B buyers emphasize that sellers need to use data to put customer needs first.
- Buyers, on average, are 34% more likely to buy and 32% more likely to renew a contract with B2B leading suppliers that master the customer experience.
- With an increasing shift to digital sales channels, more than half of surveyed buyers say they prioritize vendors with up-to-date, easy-to-use customer interfaces.
By shifting your business focus on the customer, you will open doors to better accommodate buyer needs, create next-level experiences, and build stronger relationships. This concept of putting the customer first – and making business decisions around their needs – is called customer centricity. But, before you can become customer-centric, you must first get to know your customers at a holistic level so you can anticipate their needs and create processes, tools, and services to meet those needs.
Know your customers to transform your business
“Know your customers” is actually a process businesses can employ to verify and gather essential information about their customers. It involves understanding a customer’s specific industry, their geographic focus, purchasing behavior, where they are in the customer journey, and any unique needs they may have so that you can tailor their experience with you and boost customer satisfaction. Once you’ve done the research and gained this valuable customer insight, you can integrate customer-centric measures throughout the customer buying journey to deliver positive outcomes and differentiate your business.
1. Create tailored customer experiences
In the B2B distribution market, one size does not fit all. When you know your customer, you can tailor your products, services, and interactions to meet the unique needs of each. A customer-centric approach enables you to recommend relevant products, offer custom pricing, and provide targeted product solutions. This not only increases customer satisfaction but also boosts your chances of repeat business.
2. Provide multiple service options
While many of your customers may prefer to shop online, there are others who still rely on customer service representatives to help place their order. Manage all your customers’ expectations with a variety of service options that meet everyone’s needs. In addition to full-service sales, offer self-service tools on your eCommerce site to give buyers more control so they can research and purchase products, review their account information, and pay invoices when it’s convenient for them. Also provide a hybrid-service option that lets people communicate with a salesperson or CSR through different tools such as online chat, email messaging, and click-to-call. Combining 24/7 customer service assistance with self-service ordering gives buyers the freedom they want with the assurance they need to make an informed purchasing decision.
3. Optimize engagement with data-driven insights
In today’s data-driven world, your website collects invaluable amounts of data. By tracking and analyzing customer data, behaviors, and preferences, you can make informed decisions about product development, pricing strategies, marketing campaigns, and sales approaches. Use analytics tools to create comprehensive customer data reports that offer actionable insight to improve the customer experience and drive better engagement.
4. Offer consultative selling
Promote your sales team as product consultants and solution providers for customers. Move away from the traditional order-taking sales model and adopt a consultative selling approach with a focus on becoming a trusted advisor to your customers. B2B buyers have more complex product configuration needs and look to product experts to find the right components and solutions for their applications. When you know your customer, your sales team consultants can help them make the best decision for their needs without having to feel pressured to purchase from you. Your expertise and suggestions will go a long way in creating lifelong customers.
5. Build trust and loyalty
Trust is the cornerstone of any successful business relationship. When you demonstrate that you understand your customers, their industries, and their challenges, you build trust. Customers are more likely to engage with and remain loyal to suppliers who invest the time and effort to know their unique needs. Additionally, by consistently delivering value through personalized solutions, you strengthen customer loyalty. Happy and loyal customers are more likely to become brand advocates, promoting your business and services to others in their network.
Customer centricity is the key to being a differentiator in today’s B2B distribution market. It empowers you to provide tailored experiences, build trust, optimize operations, and make better business decisions. By investing in customer-centric processes and technologies, you’re not just getting to know your customers—you’re setting the stage for lasting and prosperous relationships.