Bring your B2B marketing out of the comfort zone

17-09-12 Alison Parker 0 comment

It’s an easy trap to fall into, staying within your comfort zone. Easy it may be, but to market to your Dubai customers effectively, sticking to old formulas could be stopping you bringing in new business, or making more out of the relationships you already have.

Talking is good, Listening is better

The major mistakes in B2B marketing isn’t just a Dubai issue, it is a problem that spans the globe. Companies know their products inside out, but don’t know their customer’s business as well. Knowing your product is important, but not knowing what your customer’s business is, means you don’t know how your product will really help them.

Listening to them, researching their markets fully, means you can see your own products through their eyes. This is when you really start to appreciate why your product is the solution they need. And if you find it isn’t, you can start developing better products to meet their needs more effectively.

Articulate your Value Proposition

Having listened to your customer, you now know what they want. Do you know how to sell that back to them with your product? You’re not just selling this idea to them; you are selling it to their customers as well. Put together a sharp message that shows how you are not only selling something they need, but also something their customer needs, and you are showing you care about their supply chain.

If you can show how the end customer benefits, you are well on your way to selling the idea to your customer.

Death by PowerPoint

Favoured by the smallest one-man band to the biggest global leaders in business, PowerPoint is a great tool for selling a new product. But more often than not, the customer isn’t engaged by your presentation.

Creating a PowerPoint that sells means paring down what’s on screen to the absolute takeaway information. Think about the images, do they really sell your product? Are they the same pictures you’ve been using for years? Don’t just have the product on its own, show it in use. Look hard at the text, how many bullet points do you need?

destination london game

Destination London was rejected in Dragons den due to a poor presentation but has gone on to be a bestseller spawning spin offs.

Your presentation is there to inspire, you are putting on a show. Don’t leave the writing of the presentation to the salesman. Get the best writer you have, or can afford to bring in, to write it.

Harness the Power of the Web

Discover more about a company and how they tick by using the web. Not only can you find out about their business from their website, looking up individuals on LinkedIn, Twitter, and Facebook, will give you a more rounded idea about who they are. Understanding people is the first step in creating a better working relationship.

On the flip side, the web is the place to get your products out into the public eye. Use social media to build a buzz about your products and services. Choose wisely before you start: you wouldn’t advertise your accountancy services at a rock concert, so consider every social media vehicle as carefully.

There is no excuse for coasting along with old marketing habits. Think of the internet as a tool. Not only can you find out more about your customers, reach out to them in new and exciting ways, your Dubai marketing team can find the latest trends in marketing and implement them on your home turf.



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