Most businesses either sell to other businesses (B2B = Business to Business) or to consumers (B2C = Business to Consumer). Business software vendors, office equipment vendors and commercial banks are examples of B2B companies. CPG, restaurants and retail stores are examples of B2C companies.

When you are working with B2Bs, your focus is on understanding, marketing to, selling to and servicing your clients. You want to be the expert on your target market. Alternatively, when your customers are B2C businesses, understanding their difficulties by knowing their customer, the consumer, provides a lot of benefits.

What we’re going to discuss here are the benefits of listening to consumer opinions even though you are selling into businesses (Only businesses that are B2C).

 

The overall theme is to know your clients’ customers and how this makes you better at marketing to, selling to and servicing your B2B clients. Our insights are based on our experiences with our own clients and the ways they are benefiting from a much deeper understanding of their consumers.

 

      1. Know your clients’ challenges first hand

Analyzing consumer public opinions from data sources like Ratings and Reviews should help you get a good handle on your customers’ market:

  • All brands
  • All products/services
  • The topics your clients’ customers care about
  • Topic sentiment

According to recent research, 97 percent of customers said they had read reviews. There are now so many ways for consumers to share data and information, online consumer reviews and feedback data have become the world’s largest consumer panels. These online reviews and feedback are anonymous, leading to increased available data since no one is worried about saying the wrong thing and as such convey their opinions more freely.

With this type of granular data, you can have detailed first-hand knowledge of your clients’ market instead of relying on just information from the client. You may even be able to share information with your clients that they were not aware of thereby becoming a trusted advisor and thought leader for them.

 

      2. Market to pain points you can prove

When you know the challenges, desires and hot trends of your clients’ consumers, you can prove the point to your clients on why they should buy more from you or buy faster. If you’re selling into restaurants and can prove to them that if they buy from you, they will grow revenue, satisfaction or loyalty, that’s a big advantage you can leverage. Similarly, if you can show that consumers are very happy with your offering when reviewing restaurant chain B, this can help you close the deal with restaurant chain A.

 

      3. Prioritize who you go after

By understanding your clients’ consumers, you can sharpen your understanding of your potential clients to a degree that allows you to prioritize which potential clients you should invest in sooner rather than later. For example, if you see that consumers are complaining about a potential client of yours, indicating they are missing exactly the service you are offering, it can mean you should prioritize going after them before other potential clients where their consumers are happy with your area of value.

 

      4. Deliver superior customer service

Listening to you clients’ customers will give you a direct feed to what the end customers are happy or unhappy about. There are so many considerations out there today for consumers, including Value for Money, Quality, Service, Returns, Defects, Durability, etc. and consumer markets are so competitive, that brands shouldn’t miss out on any hint of consumer frustration. Knowing these frustrations can allow improvement of your value proposition as well as looking for synergistic areas of value that you can offer your clients that will address consumer frustration.

 

      5. Stay ahead of the curve

Consumer business is a tough one and brands battle for better star rating, upvotes, likes, etc. as a path to more revenue or sustaining market share in a competitive environment. Understanding emerging consumer trends, competitive trends in the market and new services or features will allow you to stay ahead of the curve. The alternative is to wait till your clients pick up on these and report back to you, however this could take some time and be inaccurate as information travels through the channels.

 

      Conclusion

Businesses selling into brands can benefit tremendously from direct understanding of their clients’ customers – the consumers. With a granular understanding of consumers, you can grow your chances to sell more, retain more clients and grow client satisfaction while building a thought leadership position with your market. This relies on detailed understanding of

  • All brands you’re after
  • All products/services the brands offer
  • The topics your clients’ customers care about
  • Topic sentiment
  • New emerging trends (when analyzing across time)

This way you get a great 360-degree view that can help you market to, sell to and retain clients in your industry.

Revuze offers just that – an innovative technology that is the first and only completely self-service customer analytics solution. Without any expert’s involvement (No IT etc.), Revuze is up and running quickly and is intuitive for use by anyone in your organization. Revuze typically delivers 5-10X the granularity of insights compared to anything else. Reach out to learn more!

 

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