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Targeting businesses as customers means courting and catering to informed, discerning buyers who have a lot riding on every purchasing decision. Professionals expect to be supplied with exhaustive detail about the products they assess and to have every question answered in satisfying, accurate fashion. Fortunately, becoming ready to live up to such demands is simpler than you might think. Grow sales for your business-to-business (B2B) organization by focusing on these three product content goals.1. Centralize Product Content to Manage It More Effectively
Even in many successful B2B organizations today, product information and content can be found scattered across a number of distinct systems. Some product-related details and resources might be stored in separate Enterprise Resource Planning and Digital Asset Management systems. Others could be split up across departments in informal collections, even to the point of only existing on particular laptops or closely held spreadsheets.
With many businesses having dozens, hundreds or even thousands of product SKUs to manage, this can easily become a recipe for disaster. The answer to a question capable of making or breaking a deal could remain undiscovered despite being available to those who know where to look.
A painstakingly developed digital asset that could sway a major buyer's decision might languish unnoticed as an important sale falls through. Employees spend far too much time figuring out what needs to be updated and where, with costly mistakes and confusion inevitably arising in the process.
The solution in every such case is to establish a central, canonical repository for all product information and content. Instead of individual departments or salespeople having their own preferred systems and habits, all access and updates can be funneled into a single channel, with efficiency- and accuracy-enhancing coordination and oversight emerging naturally as a result.
Whether on the phone or in the field, salespeople drive B2B growth. The skills and dedication of individual reps inevitably make a difference, but so do the resources they are provided with.
Even the most talented salesperson can lose a sale if the answer to a buyer's question is not readily available or up to date. Salespeople who have convenient, reliable access to accurate, timely product information in a digital catalog can both answer questions more readily and develop stronger cases regarding what a company has to offer to buyers.
Enabling access to the latest product information also makes it much easier to develop product content that targets particular buyers or groups of them. High-quality sell sheets or brochures that are tailored to the needs and situations of certain customers can be persuasive in their own right and support sales teams in other important ways. A sales force that never lacks for product information and content is one that can more reliably realize its true potential.
Many B2B companies rely heavily on distributors who sell their products on to smaller-scale end buyers, often supporting them, as well. With a single distributor commonly representing many different brands, some of them almost inevitably end up receiving short shrift.
Clear, accurate communication with every distributor will make it more likely that a B2B brand's products will be presented in ways that resonate with buyers. Systems that make it simple to send the latest product information to many distributors help make the most of a potentially rewarding arrangement.
Leading B2B brands like 3M understand this and work tirelessly to ensure that their partners will never lack for information and tools. Distributors who are provided with all the information and content they might need become that much more likely to position a brand's products as the right solutions for their customers.
The simplest ways of achieving B2B growth cannot rely simply on introducing new products, but improving sales process of your existing catalog and expanding your reach. With powerful digital tools making it much easier than in the past to keep product information and content up to date and accessible, these can be some of the most rewarding ways of all to make progress.
Sales teams, distributors, and organizations themselves all benefit when product content and information are managed and distributed more efficiently and effectively. Focusing on product information and content very often proves to be the key to growing B2B sales.
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