It’s well-known that earning a new customer costs a lot more than holding onto an existing one. This is precisely why your organization must provide exceptional support if it wants to maintain its competitive edge.
While B2B customer support shares this basic tenet with B2C support – helping clients resolve their issues fully and quickly – there are notable differences, One such difference being that B2B customer support is often a far more demanding endeavour.
With that in mind, here are 5 winning habits of highly successful B2B customer service support teams.
#1. Engage, Don't Sell
One of the fastest ways to lose a B2B customer is to try to sell when all they want is your support. While consumers might be more susceptible to marketing tactics disguised as customer support, B2B clients tend to be far more discerning. This is due in large part to their reliance on your products and services.
This is why B2B customer support must practice a purely resolution-focused approach – and above all – avoid the sales pitch.
#2. Be Prompt with Responses
Odds are that hundreds, if not thousands, of end users depend on your products or services to do their own jobs. If those roles are not being fulfilled adequately, clients may end up losing vast sums of money.
In B2B customer support, slow response times are simply not an option. Not only do they suggest a lack of professionalism and harm your reputation, but you may end up violating the terms of your own service level agreements.
#3. Assist with Complex Issues
Businesses operating in B2B industries face a unique set of challenges and must offer more complex products and services to their clients. Consequently, first contact resolutions tend to be less common than they are in B2C businesses. But this doesn’t mean that support teams can afford to take a laid-back approach. They must be accustomed to dealing with complex issues, and that requires strong organizational skills.
#4. Offer a Personalized Approach
In B2C businesses, it’s uncommon to know your customers on a personal or professional level. In B2B, however, clients are often considered less like clients and more like business partners.
That’s why your support staff should exhibit strong networking skills and the ability to offer a personalized approach that lays the foundations for a strong, long-term partnership. Customers must never be seen as fleeting.
#5. Maintain Professionalism
We live in a world where the driving trend is to eliminate many of the formalities we now see as old-fashioned. This is not so much the case in B2B environments. While consumers might not care too much about the odd spelling error in your correspondence, chances are it will raise the alarm for B2B clients who typically see meticulousness as a key indicator of an organization they can trust.
This is why your team must be given to proofreading all its work and prioritizing professionalism through every engagement with the customer. It doesn’t take much, and the entire image of your company depends on it.