What does it mean to be frictionless? A big part of it is probably about being transparent in the way you communicate. That is why we are sharing 3 points from our strategic plan for the future with you.
The B2B sales cycle is changing
We see that the way companies sell and market themselves is changing. The best buying experiences in B2C are now the benchmark for B2B, and the long, complex sales cycle between businesses is being simplified at high speed. That calls for a thorough review of your own business model to see whether you can meet your customers' expectations.
Here is how we intend to meet those changes:
1. An open pricing model
Is it acceptable for customers to pay different prices for exactly the same service? Would you be happy if you walked into a shop and the person behind you paid a different price for the same item? With an open pricing model there is no doubt for either the buyer or the seller. That saves time and removes uncertainty.
2. An attractive partner model
Nobody wants a relationship in which they are unsure whether the other party is doing what is best for them. Let's just admit that we have all been there. Shaking someone's hand on the promise of an exciting partnership, while knowing full well that you are never going to prioritize it. You don't know your partner's business well enough to judge its potential, and you are afraid the partner will sell to customers where you could have sold more yourself. With a simple model that requires no administration, and where both parties can earn well, there is a mutual interest in making it succeed.
3. Self-service and "pay as you go"
You save time, the sales process is faster, and you can even market and inform people who are already motivated to receive that information. Need we say more?!
Customers often have to adapt
You know the feeling when everything just flows. As if you are riding a wave of green lights.
You tap your card, pay by Vipps and buy a monthly pass in your app. One process flows straight into the next. The transactions take care of themselves and you don't have to talk to anyone. You trust the provider, and you decide for yourself when to carry out each step. Not many manage to deliver a truly great customer experience, but it is incredibly pleasant when things simply work. It is completely frictionless, and you don't have to spend unnecessary time or effort.
Eliminating friction takes more than polishing your sales methodology. You actually have to cut out the steps that make the customer spend longer than necessary on buying. The way you meet the customer should be one single point of contact. That goes for finding the services you offer, learning about them and buying them.
This will clearly require enormous changes for many companies that trade with other businesses. Why are providers of this so few and far between in this type of customer relationship? Far too often, customers have to adapt to long lead times, delivery methods and poor timing. That is not frictionless.
Feel free to contact us to discuss this further. It is going to be an interesting time ahead for those of us who work in B2B.
