An oversimplification of business is “making as many sales as possible.” However, that’s a bit hard to achieve especially when you fail to integrate sales incentives into your marketing plan. You are missing opportunities each day you fail to understand how sales incentive programs work.
The Complexity of B2B Marketing
Before we go and generalize all types of businesses, let us first differentiate B2B marketing from the B2C marketing. B2B marketing refers to businesses selling their product or service to other businesses. To a certain extent, business-to-customer marketing is easier because you only need to appeal to one specific customer’s emotions to make a sale. B2C is also considered easier as the decision-making timeframe is often shorter.
In B2B marketing, on the other hand, the sales process takes much longer and emotions often play little-to-no part in the decision making. Normally, it’s all about being dependable and trustworthy. This is why providing sales incentives can effective in B2B marketing.
When you sell something directly to a consumer, a decision can easily be made on the spot as it usually is decided upon by one person. In B2B marketing, this is not the case. You can be talking to a supervisor about your product or service but the decision might still need the approval of a manager. In instances where the product you are selling is expensive, they might even require the go-signal from somebody way up their corporate ladder. On top of this, you have to remember that these are different individuals. If you only appeal to emotions, it might not work on every single one of them. That’s why you need to focus on offering them something that they all can agree on that is beneficial for their business or brand.
How to Use Sales Incentive Programs To Make More Sales
Whenever I explain sales incentives I tend to just refer to them as “add-ons”. In a nutshell, these are the rewards you give to your direct sales reps or channel partners when they make a successful sale. In B2B marketing, you can’t use the typical sales incentives you use on a retail store or supermarket. You have to be more creative.
Which brings us to the secret of sales incentives – finding out what motivates your sales reps. There shouldn’t be a “one-size-fits-all” kind of sales incentive. An effective sales incentive program is one that has room for different add-ons. Find out what they need. Craft a plan. Incorporate it into your marketing strategy.
While it is true that sales incentive programs can be tricky, there are a lot of resources out there that can help you out. You can click here and visit the website of a reliable service provider to learn more about how you can get more B2B sales.