B2B sales. The right way.
Just like the moon shines only because it reflects the sun’s light, your brand image has to reflect the awesomeness of your team to shine on the market. That, in essence, is what B2B IT service sales is about.
Without a specific product to sell it might be hard to define how you should market your company. Fortunately I’ve got a few ideas to power up your messaging and boost your sales of B2B services. This will be helpful for graphic designers, developers, UX specialists, online freelancers and other service providers in and around the IT industry.
When you’re selling services, you need to accumulate proof of how much you rock at what you do and showcase it as your attributes. This will help you build a factual story around your company – a story about hard work, cool people and mindblowing achievements.
In turn this translates to how much potential clients can trust you, and trust wins deals in the IT service industry. To build that story, you need to work with clients all the time.
How do you start selling services when your brand name doesn’t speak for itself yet?
It’s hard to get a 100k or 1mln $ deal when you’re not a well known company on the market. Approach potential clients with small services first, to get “in” and start gaining traction:
An even more invasive tactic is to show something valuable upfront for free, as a “teaser”.
For example, a graphic design agency could approach potential customers directly and show an example logo or home-page redesign to instantly prove if their work is worthwile. This way you’re selling your unique skills and expertise from the start, and building the groundwork for future 1mln$ deals.
Using your customers language, you need to show that your services offer sensible ROI.
You can’t just say that you offer the best service in your industry, put a steep price on it and expect anyone to buy.
Back your price with data that shows real business results that your clients achieved through working with you. There’s lots of data you can generate when you do IT services:
There’s a small issue here – this information might be hard to get because clients might not want to openly share how much you’ve helped them. But all I can say is – ask and you shall receive.
Take all the data you can get and ask for more, ask to create a case study and use all this to brag (just a tiny bit though!) and overcome objections.
Your marketing toolbelt isn’t complete without a proper outbound tactic. Cold email your prospects because it allows you to:
And you can get creative with cold emails, like set-up a campaign targeted only at participants of a conference. Look for good potential clients in the list of attendess, and start cold emailing them a few weeks before the event with a meeting proposition.
It’s hard to provide a framework for marketing all types of IT services. That’s because there are two sides to it –
Think of what your target group really needs when you prepare your messaging. This will determine the theme of your messaging, for instance:
Your target group also determines what you can showcase in your messaging – case studies, data and sales arguments work best when you use them in their context. So when you brag, make sure to brag about companies similar to the ones you’re targeting.
Set-up profiles on sites like:
and others of the sort that allow you to showcase your work (whether in the form of projects or case studies) and get rated for how good you are.
It’s just like liking a page on Facebook – the more “likes” on your profiles (=better rating), the better you look to a potential customer.
Don’t sacrifice the opportunity to work with influential clients. Even if it means giving a discount, or having to work your ass off – do your best to overdeliver and give immense value to big shot clients, it’s worth it.
That one awesome, majorly positive opinion or case study that you’ll get in the end will overshadow many objections in negotiations with potential clients.
A page that showcases your whole team and their unique skills. It’s not just about the client recognizing who’s doing the job for him, but also about adding to your company’s story.
Add a description of each team member and highlight success stories on the team page, make it interesting and prove your team members’ expertise. A good team page can make visitors like your team instantly.
Regardless of what you’re selling, you need to offer valuable solutions to your target group’s pain points. But behind those solutions there’s always a team that worked hard to deliver them effectively and on time. You need to show that hard work and dedication to potential clients, because they can’t see what’s going on inside your company unless you let them take a peek.
What do your clients value the most about your service? The fact that they can trust you with doing it. At first you need to provide proof that you can deliver value, but once you start gaining traction and keep building a trusted brand image – you’ll become the go-to-company in your industry.
Hope this helps you successfully approach potential clients!