Tips for B2B Leaders During the COVID-19 Pandemic

Published January 6, 2021

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Leading a business during the COVID-19 pandemic has proven to be full of challenges and it has been imperative to stay abreast of the evolving needs of clients in an attempt to connect with them on a personal level to enhance their experiences, all while amid a global pandemic. Below, we have listed some tips for B2B leaders seeking strong business relationships with their customers during COVID-19.

Make client relationships your priority, not new products.
During crisis times, human interactions can make or break a company. Many B2B companies have shifted from a selling culture to a serving culture, focusing on customer relationships first and selling second. It is important to keep your customer and client’s needs as your primary focus, opposed to creating new products or configuring your business around selling them. People want to be heard and understood, so developing strong relationships with customers making them feel valued will further their loyalty to your business long-term.

Act proactively with your client’s needs in mind.
It is easier to be proactive if you are fulfilling your customer’s needs and can foresee potential pain points before they occur. This doesn’t require new product offerings but changing a few things in between. Some B2B companies have altered the way they present information to customers. For example, avoiding words that invoke disappointment and replacing them with phrases with a positive connotation.

Put your feet in your customer’s shoes.
Customers expect efficiency and ease when it comes to B2B interactions. Time is valuable so offering your customers fast answers and results will improve your relationships. Customers also crave straightforward and accurate responses making it easier for them to get the information they need. Optimizing your website design to make it easy for customers to get answers is key. Nobody wants to spend twenty minutes searching the web for their answer. Technology should be used to a business’ advantage.

Employee and customer experiences go hand in hand.
A positive customer experience is impossible without positive employee experiences that enable employees to prioritize helping the customer. Businesses must take care of their employees if they expect customer excellence. Providing your employees with efficient training, incentives, and an optimal workplace experience will improve customer interactions because they are proudly representing your brand. Connecting customer and employee experience starts at the top with leadership. If an employee feels positively connected to the leader of their business, they will consistently attempt to amplify value for your business.

Consistency is what will keep the customer coming back. If they have solid interactions with a business that shows they value their presence, the customer is more likely to return for future business. The Coronavirus pandemic has placed an emphasis on the human interaction side of B2B customer experience. People always remember how others made them feel, maybe not so much what they were able to sell or tell them. Meeting your customer’s needs in a time of heightened stress will create a strong relationship that will endure even after COVID-19.

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