Why B2B Marketing Must Own the Post-Sales Relationship

b2b marketing

When you sell a product or service to a business, you need to work hard to retain that customer. What you do post-sales is going to be vitally important for that long-term relationship you want to build with them. Your marketing strategies must focus on how you address any customer after the deal is done, and this include business to business or B2B customers.

Consider some reasons why B2B marketing must be in place to own that post-sales relationship, and how to do this effectively.

Your customers need complementary products and services.

Your customer is probably going to need complementary products and services no matter what they’ve purchased from you. Your B2B post-sales marketing is not only going to create repeat sales for their original purchase but also for these secondary purchases.

Consider some examples of how this might work. When you sell a business customer heavy-duty machinery, they may not be in the market for another piece of heavy-duty equipment for years. However, they will need belts and hoses and other parts almost immediately and for quite awhile down the road.

Using B2B post-sales marketing can create a long-term relationship with your customer with these secondary products, even more so than with their original purchase. Set up a schedule of when they may be in the market for those things; if you sell copy machines, contact your customer in a few weeks to see if they need copy paper. If you sell printers, contact them when you know they may need cartridges. This creates a customer for life!

If you don’t engage your customers post-sale, someone else will!

It’s a mistake to assume that once you’ve sold your customer a product, they won’t be in the market for something similar or for a second product anytime soon. They may very well be ready to buy in order to expand their business or to replace another part or piece of equipment, and if you don’t concentrate on your B2B post-sales marketing, they may very well do their purchasing from a competitor.

Remember that your customers are constantly being marketed to, from competitors who have been in the business as long as you and from start-up companies who may stop at nothing to get themselves established in the industry. They will typically have their own marketing strategies in place and will be pursuing your customers vigorously. Remember, they won’t care if you’ve already built a long-term relationship with that customer or just sold to them; they will work just as hard to get their business no matter what!

There are many reasons to consider a strong B2B post-sales marketing strategy, and retaining your customers as well as increasing your business are just two of them. Marketing to customers after the sale can create a need they don’t see before, and can also keep your name in front of them for future purchases. Keep these points in mind when creating your own B2B marketing strategy.

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