Do you really know what your B2B customers want?
Many operators and service providers struggle to really understand what small business owners need. They tend to think in terms of functionality and features, while business owners think in terms of problems. With Gintel, we can help you deliver clearly defined solutions that specifically address common challenges – ensuring you speak the right language and offer real value.
One of the things service providers often struggle with is a clear understanding of what their B2B customers actually want from their communications solutions. Or, more accurately, what they need. It’s one thing discussing a detailed specification with the IT department of a multi-national company, but it’s quite a different thing doing so with an organisation of, say 20 people. There is often an imbalance – the owner of a smaller company isn’t interested in features as such: she’s more likely to care about things that solve problems faced by the business each day.
Cost is one of those, of course, but actually, things like efficiency, resource management and control matter much more. That’s because smaller businesses often operate in intensely competitive markets. Every opportunity counts and they don’t have resources to spare. While online sales help in retail or in some service businesses, the web is more of an engagement tool for most – driving actions so that communication can be established.
As a result, communications really matter. So, in this context, service providers need to focus on the pain points that cause organisations to suffer. Once you know these, you can discover opportunities for delivering real value, particularly to smaller customers.
For example, one key problem for small businesses is managing incoming calls. A small company may have people distributed across several locations. Each may use several devices – with a growing preference for mobile phones. These devices may be unconnected, with the result that there is no coordination between people and their devices.
What they need is a way of grouping their devices into a single unit, so that callers can select the right person to speak with. Or, if the appropriate individual is unavailable, the call is sent directly to an alternative.
What such companies don’t need, however, is to be sold a solution that’s based on features. They may never have heard of hunt groups, IVRs and so on – and may never need to hear about them. What they should understand is the way in which features translate into needs, which solve their problems. This can simply be a matter of using the right language – but it also depends on a clear understanding of the problems small companies face in terms of handling and managing their communications.
And, this understanding is often the difference that secures success. We’ve worked extensively with our customers over the years, across multiple horizontal and vertical segments. As such, we know how to translate common problems into solutions. We take care of how these solutions are delivered, but we also make sure that they can be clearly understood by your customers, so that you can easily articulate the benefits and show how you both empathise with and solve their problems.
So, if you really want to build your SME customer base, you should talk to Gintel. We’ll help you define a proposition, build it and then show you how technical features are translated into business needs.