Your business is growing and you’ve seen some success, but you want to stand out from the crowd when selling B2B.
According to gov.uk, there were 222,068 new incorporations in the UK between January and March 2023. That’s a lot of businesses to contend with – so, how can you be better than the rest?
Our nine step guide is here to help you shine bright when selling B2B, from establishing buyer personas to perfecting your pitch, selling with stats and boosting your reputation.
Ultimately, you’ll want to craft a ‘wow’ factor – something central to your identity. For example, part of creating a unique offering could be demonstrating how you go above and beyond for your clients. Be it making your products customisable, to your unique company culture reflective of your target market, this all filters into your USP, and could be the turning point for a business choosing to work with you over others.
Remember, in a society often driven by financial success, it’s important to show how your individuality might feed into your growth. Whilst the stats are understandably important to future stakeholders, remember to also incorporate some interesting nuggets of information when selling your business to really push them to favour you over others.
Here’s how to plan a marketing campaign that packs a punch:
Be authentic
Use your founder's story to demonstrate your history and where you’re headed. Whilst it’s great to hide a few things up your sleeve for future ambitions, be honest about your overall intentions for your business and client partnerships.
In this thread surrounding creative ways to engage with potential clients, UKBF member Mark T Jones advises, “If a salesman comes across as genuine and interested, I'll give them the time of day.”
For more advice, read our article on how to use storytelling as a sales and marketing tool.
Find a hook
This is your opportunity to grab the attention of future stakeholders. Be it a rhetorical question that makes them think, a catchy slogan or a memorable short story – make it stick.
Focus on the visuals
Your image should encompass you as a brand, and encourage potential clients to enquire further.
Show that you put thought into your visuals by making them recognisably you, but relevant to the conversations of the day. Your visuals should be adaptable with the times, whilst maintaining your character.
Create unique content
Being part of a wider market leaves a great opportunity to be inspired by others – but don’t rely on other people’s work. Instead, try to put your brand and the solutions you provide at the centre of it all, whilst drawing on topical discussions.
For example, creating a product that celebrates an annual event may appeal to a wider market.
If you’re a business selling to another business in the same industry, it’s important to remember who you’re talking to. Potential clients are likely clued up on what they’re being offered. This makes standing out even more essential.
Write a list of the key characteristics, traits, needs and goals of your ideal client, and see how your business might meet these factors.
Next, get to grips with how your business could offer a solution to their problem, and how best to market these solutions based on the knowledge, experience and resources you have.
To learn more about the magic of buyer personas, read our insightful article.
Your reputation lies with the relationships and connections you build as your brand grows.
Consider your communication with your top suppliers for example. Do you just expect them to show up with your products, or do you have a long-term, working relationship with them?
Remember, suppliers may work with your competitors; many may even work with your target clients. So, be sure to keep things professional, friendly, and open with your wider network.
Another key step in boosting your reputation is the relationship you have with your customers. According to PWC, 58 percent of customers recommend a company they trust to family and friends.
Those who are satisfied with your product or service may leave reviews on your website for others to see.
Be sure to monitor and showcase these where appropriate for others to observe the positive impact you’ve had on your clients.
In this case, UKBF member sanderdehoogh has some key advice to share: “Calling is always challenging, you may find you cannot get through to the right people and it will take several attempts. The response you get hinges on the first thing you say. I have always taken a 'Value First' approach, which means I genuinely take the time to investigate how I will add value to this specific business and/or person I am calling.“
In the same thread, UKBF member MBE2017 supports this advice, stating, “Imagine you ring up a company, get the right person, what would you say if you had twenty five seconds?”
If you have more to say, try using other platforms to turn the heads of future investors. For example, sanderdehoogh explains, “I use a variety of channels (email, social, phone, etc.) to reach people and alternate my message each time, so I don't sound like a broken record. Since I'm fully focused on adding value rather than selling my stuff, I usually get positive responses.”
Social platforms are a great way to research who you’re targeting, as well as finding the right person to talk to. UKBF member MrStar adds, “LinkedIn is a great way to find the names of the actual people you need to speak to, you could then contact them there or via email. I'm personally way more likely to respond to a no-nonsense email than a more intrusive phone call or an email littered with sales patter.”
Although you may want longer to talk about your product or service, preparing an elevator pitch for networking events or cold calls could be your ticket to a longer meeting with your dream client. For more tips, read our useful article on how to nail your elevator pitch.
Whilst the standard pitch practices are a tried and tested method for success, you may be looking to discover what could give you the edge. So, consider how you can weave your USPs into your pitch, using methods clients may not have seen before:
Whether it's a catchy slogan, developing a personalised product for their business, or a fascinating founder's story, find the point that turns your pitch into a sale.
This way, you can cut to the chase and explain exactly what solution you can offer based on their business.
However, in order to ensure your conversation doesn’t veer off-course, try to prepare some topical points and questions beforehand to help steer the discussion.
Follow up
Whether you’ve pitched in person or over the phone, it’s important to follow up. If your potential client is interested, ask for their contact details and be sure to follow up with a summary of your services, prices and how you might be able to work together.
In this thread, Mark T Jones explains his experience when asking clients of interest to send their details through. “If it's something of potential interest, now or in the future, I'll ask them to send information by email and suggest a timescale for follow up. It's astonishing how many don't send that email or follow up,” he says.
Your reputation with suppliers and other clients may be tight, but good reviews only bring a certain level of value to your brand. If you’re set to really impress, you need to know your numbers.
When clients ask about your business, you need the evidence to support your pitch. If you’re part of a large team, speak to those in the finance department to get a picture of potential investors' return on investment if they choose to go into business with you. Alternatively, speak to your accountant to get clear on goals such as revenue growth or saving on costs.
Research your potential client, find out what is important to them, and see how you can accommodate their needs. Explain that you can tailor their experience in a number of ways:
Whether it’s incorporating a volunteer programme into your company culture, or taking steps to achieve a B Corp Certification, show other businesses that Corporate Social Responsibility is part of your DNA.
This may set you apart from others who solely seek their own success as opposed to providing solutions for the environment and wider society.
Not only will this enable you to produce fresh content, but it shows you are a responsive supplier who can act effectively and quickly, with the success of your client at the forefront of your actions.
Leverage your existing connections to stay informed on the ebbs and flows of your sector. Monitor your competitors and any new companies that may threaten your ability to grow your client list. Make notes of their USPs and assess whether it’s time you made changes to your own business model.
Ready for more from UKBF? By upgrading to a Business Membership today, you can make the most of exclusive benefits including premium forums, partner offers and member-only content. You could save your business more than£400 a year by upgrading your account.
According to gov.uk, there were 222,068 new incorporations in the UK between January and March 2023. That’s a lot of businesses to contend with – so, how can you be better than the rest?
Our nine step guide is here to help you shine bright when selling B2B, from establishing buyer personas to perfecting your pitch, selling with stats and boosting your reputation.
Know who you are
Before you think about selling to other businesses, you need a deep understanding of who you are, and what you can offer:- Start by writing down why you chose to start your business, what inspired you and what your goals are
- It’s then vital to research your market to better understand your business and how it could fit within it
- Next, think about how your origin story can lead to unique marketing campaigns and pitches
Your USP
If you’re ready to stand out, you need to nail your unique selling point (USP).Ultimately, you’ll want to craft a ‘wow’ factor – something central to your identity. For example, part of creating a unique offering could be demonstrating how you go above and beyond for your clients. Be it making your products customisable, to your unique company culture reflective of your target market, this all filters into your USP, and could be the turning point for a business choosing to work with you over others.
Remember, in a society often driven by financial success, it’s important to show how your individuality might feed into your growth. Whilst the stats are understandably important to future stakeholders, remember to also incorporate some interesting nuggets of information when selling your business to really push them to favour you over others.
Memorable marketing
Marketing could be an opportunity to allow your character to shine through. Having developed your identity and USP, you’ll want to package this up into intriguing and inventive marketing campaigns.Here’s how to plan a marketing campaign that packs a punch:
Be authentic
Use your founder's story to demonstrate your history and where you’re headed. Whilst it’s great to hide a few things up your sleeve for future ambitions, be honest about your overall intentions for your business and client partnerships.
In this thread surrounding creative ways to engage with potential clients, UKBF member Mark T Jones advises, “If a salesman comes across as genuine and interested, I'll give them the time of day.”
For more advice, read our article on how to use storytelling as a sales and marketing tool.
Find a hook
This is your opportunity to grab the attention of future stakeholders. Be it a rhetorical question that makes them think, a catchy slogan or a memorable short story – make it stick.
Focus on the visuals
Your image should encompass you as a brand, and encourage potential clients to enquire further.
Show that you put thought into your visuals by making them recognisably you, but relevant to the conversations of the day. Your visuals should be adaptable with the times, whilst maintaining your character.
Create unique content
Being part of a wider market leaves a great opportunity to be inspired by others – but don’t rely on other people’s work. Instead, try to put your brand and the solutions you provide at the centre of it all, whilst drawing on topical discussions.
For example, creating a product that celebrates an annual event may appeal to a wider market.
Build your buyer persona
When you want to stand out from the rest, buyer personas can help you to keep your business goals on track, whilst enabling you to think outside the box and push your offering a little further.If you’re a business selling to another business in the same industry, it’s important to remember who you’re talking to. Potential clients are likely clued up on what they’re being offered. This makes standing out even more essential.
Write a list of the key characteristics, traits, needs and goals of your ideal client, and see how your business might meet these factors.
Next, get to grips with how your business could offer a solution to their problem, and how best to market these solutions based on the knowledge, experience and resources you have.
To learn more about the magic of buyer personas, read our insightful article.
Boost your reputation
Before you start pitching to clients, you need some case studies in your portfolio to demonstrate that your offering works. You also want to be known as a trusted business who are experts in your field. So, before you begin pitching to new clients, take a step back and look at your reputation.Your reputation lies with the relationships and connections you build as your brand grows.
Consider your communication with your top suppliers for example. Do you just expect them to show up with your products, or do you have a long-term, working relationship with them?
Remember, suppliers may work with your competitors; many may even work with your target clients. So, be sure to keep things professional, friendly, and open with your wider network.
Another key step in boosting your reputation is the relationship you have with your customers. According to PWC, 58 percent of customers recommend a company they trust to family and friends.
Those who are satisfied with your product or service may leave reviews on your website for others to see.
Be sure to monitor and showcase these where appropriate for others to observe the positive impact you’ve had on your clients.
Setting up a meeting
You’ve conducted your market research, you know the company you want to target and who you need to speak to in order to pitch to them. But business owners are busy, and you’re worried potential clients will hang up if they aren’t gripped from the get-go.In this case, UKBF member sanderdehoogh has some key advice to share: “Calling is always challenging, you may find you cannot get through to the right people and it will take several attempts. The response you get hinges on the first thing you say. I have always taken a 'Value First' approach, which means I genuinely take the time to investigate how I will add value to this specific business and/or person I am calling.“
In the same thread, UKBF member MBE2017 supports this advice, stating, “Imagine you ring up a company, get the right person, what would you say if you had twenty five seconds?”
If you have more to say, try using other platforms to turn the heads of future investors. For example, sanderdehoogh explains, “I use a variety of channels (email, social, phone, etc.) to reach people and alternate my message each time, so I don't sound like a broken record. Since I'm fully focused on adding value rather than selling my stuff, I usually get positive responses.”
Social platforms are a great way to research who you’re targeting, as well as finding the right person to talk to. UKBF member MrStar adds, “LinkedIn is a great way to find the names of the actual people you need to speak to, you could then contact them there or via email. I'm personally way more likely to respond to a no-nonsense email than a more intrusive phone call or an email littered with sales patter.”
Although you may want longer to talk about your product or service, preparing an elevator pitch for networking events or cold calls could be your ticket to a longer meeting with your dream client. For more tips, read our useful article on how to nail your elevator pitch.
Perfect your pitch
For many clients, your pitch is the first insight they’ll get into your brand. It’s a time to share your mission, your goals, your forecasts and the solutions you can offer them.Whilst the standard pitch practices are a tried and tested method for success, you may be looking to discover what could give you the edge. So, consider how you can weave your USPs into your pitch, using methods clients may not have seen before:
Make it memorable
Investors are likely to have heard countless elevator pitches and seen many powerpoints, so give them something different.Whether it's a catchy slogan, developing a personalised product for their business, or a fascinating founder's story, find the point that turns your pitch into a sale.
Tailor your information
It may be that not all of your offerings are relevant to your potential client. So, it’s key to get ahead of the game and research your future client if you know you’ll be meeting them.This way, you can cut to the chase and explain exactly what solution you can offer based on their business.
Ask questions
Sometimes, pitches can feel one dimensional. You need to keep your client interested, so instead of talking at them, engage them in conversation. Pitches don’t necessarily have to follow a presentation format, they can look like a casual chat between business owners.However, in order to ensure your conversation doesn’t veer off-course, try to prepare some topical points and questions beforehand to help steer the discussion.
Leverage success stories
Every business needs a stand-out story. Kick your pitch off with a gripping tale about your journey to building a fully-flourished business, as well as infusing your pitch with relevant case studies.Follow up
Whether you’ve pitched in person or over the phone, it’s important to follow up. If your potential client is interested, ask for their contact details and be sure to follow up with a summary of your services, prices and how you might be able to work together.
In this thread, Mark T Jones explains his experience when asking clients of interest to send their details through. “If it's something of potential interest, now or in the future, I'll ask them to send information by email and suggest a timescale for follow up. It's astonishing how many don't send that email or follow up,” he says.
Have your results at the ready
As with your reputation, your target businesses are more likely to build a relationship with you if you have a strong track record when it comes to crunching the numbers.Your reputation with suppliers and other clients may be tight, but good reviews only bring a certain level of value to your brand. If you’re set to really impress, you need to know your numbers.
When clients ask about your business, you need the evidence to support your pitch. If you’re part of a large team, speak to those in the finance department to get a picture of potential investors' return on investment if they choose to go into business with you. Alternatively, speak to your accountant to get clear on goals such as revenue growth or saving on costs.
Who are you selling to?
When prepping your pitch and gathering your stats, you need to set time aside to get to know who you’re selling to. Whilst buyer personas will aid this process, there will be some differences in your personas and who you pitch to in reality.Research your potential client, find out what is important to them, and see how you can accommodate their needs. Explain that you can tailor their experience in a number of ways:
- Offer to adapt to their method of communication. Whether it’s weekly video calls or monthly visits to their office, show that you can work with their requirements
- Allocate a central point of contact to offer a personalised service and manage their requests
- If you’re selling a product, create customisation options where you might allow flexibility on the colour, design or layout for example
Be responsible
Now more than ever, there has been a pull to not only protect the interests of stakeholders, but also contribute to wider society.Whether it’s incorporating a volunteer programme into your company culture, or taking steps to achieve a B Corp Certification, show other businesses that Corporate Social Responsibility is part of your DNA.
This may set you apart from others who solely seek their own success as opposed to providing solutions for the environment and wider society.
Stay informed
If you’re offering a high-quality service to other businesses, you need to demonstrate that you keep track of changes in the market and emerging trends.Not only will this enable you to produce fresh content, but it shows you are a responsive supplier who can act effectively and quickly, with the success of your client at the forefront of your actions.
Leverage your existing connections to stay informed on the ebbs and flows of your sector. Monitor your competitors and any new companies that may threaten your ability to grow your client list. Make notes of their USPs and assess whether it’s time you made changes to your own business model.
Ready for more from UKBF? By upgrading to a Business Membership today, you can make the most of exclusive benefits including premium forums, partner offers and member-only content. You could save your business more than£400 a year by upgrading your account.
