WHY B2B
Why selling to other businesses is worth the effort
Winning a business customer usually takes longer than winning a member of the public. So why bother? Because of what tends to happen after the first order.
One customer, many orders
A café that likes your coffee doesn’t buy one bag. It buys every week. A builder who trusts your fixings comes back for every job. With business customers, the first sale is often the smallest one you’ll make to them.
That changes the sums. You can afford to spend real time on one good prospect, because you aren’t selling once.
They buy for a reason
Businesses buy to fix a problem, save time or make money. That makes the conversation simpler than you’d think. You don’t need to dazzle anyone. You need to understand what they’re trying to do and show how you help.
If you can’t help, you find out quickly and move on. That’s a good outcome too.
Good customers bring more
Business owners talk to each other. Suppliers get recommended at trade counters, in group chats and over a pint. A handful of happy business customers will often do more for you than any advert.
The catch
It takes patience. There may be more than one person involved in the decision, and they’re busy. You’ll hear nothing back more often than you hear “yes”.
So the trick is to spend your effort on the right businesses. Ten well-chosen approaches beat a hundred hopeful ones. Here’s how to tell whether a business is worth approaching.
Next: Bought lists vs researched leads: what’s the difference?