Interview: Build strong customer relationships in B2B

The recent emphasis of companies on inbound sales has significantly impacted all facets of their operations. Marketing has partially taken over the responsibility for inbound sales as the front layer that needs to strike the right balance between a sales focus and a process focus. Given that all inbound activities commence online through marketing's endeavors in creating content and managing digital tools, it can be confidently stated that effective marketing management is vital for a company's success in B2B sales. In this interview, your can get to know more what are these interdependencies. 

The refocusing of companies on inbound sales has had a significant impact on all operations in recent years. Marketing has partially taken over responsibility for inbound sales as a front layer that needs to find the right balance between a sales focus and a process focus. Bearing in mind that all inbound activities start online with marketing's efforts toward well-crafted content and the management of digital tools, we can consider that marketing management is crucial to a company's B2B sales success.

In parallel with the shift in objectives toward inbound sales, marketing and sales executives are placing a stronger focus on customer retention, which has a greater impact on building business scalability. Only a company with strong customer references will be able to establish a stable position in the market and expand its business horizons. This cannot be achieved without a well-developed sales structure. A business should be able to scale based on processes rather than individuals. However, when it comes to customer retention, developing lead generation, deal-closing skills, and negotiation skills are also important. These are individual contributions to the business that cannot be easily replaced and implemented within the organization.

We explore the issue of customer retention in B2B. We invited Cedric Robinson to the conversation, an expert with nearly 15 years of experience in supporting customers in the global market in Europe and the U.S. We had the opportunity to speak with an expert who has built his experience in leading functions in the highly dynamic environment of logistics and distribution in the international market.

• Logging and Reporting Complaints
• Ensuring agreed customers expectations are met
• Facility Access and Security
• Processing PO’s- Oracle
• Reporting
• Financial Analysis
• Sustainable, reusable, Go Green Project
• Brexit handled Escalations
• Import/Export Customs Declarations

New customer Implementation and system Integration. Customer expectations vs contractual agreements.

No definitely not. As we in a quote un quote digital age it should be taken advantage of. For example if proper reporting is set up and analysed correctly, this eliminates the need for emails and calls unless the desired result is not met.  

During the initial sales and new business talks/negotiations all customer business needs must be reviewed, investigated and tested fully end to end. 

To increase credibility and authenticity with existing customers there must be open and honesty involved. With that said there must be understanding, patience and commitment towards one another to achieve desired goals.  

Currently there are not enough applicants to meet the vacancies. With said shortage of people to fill these vacancies I don’t see an negative impact at this moment.  But, if automation replaces humans how it has in the past then this could have some positive and negative impacts for everyone.  

Standardization of processes end to end from the bottom up rather than top down. This would mean gathering end user data and feedback & taking into consideration all aspects of the business model. Encouraging the customers to be as flexible, adaptable and agile as their business partners. After all it’s a partnership and partners should work together.