Top B2B Marketing Techniques in Nigeria
B2B or “business-to-business” marketing is when a company uses advertising methods to encourage other businesses to purchase their products. In Nigeria, businesses that sell industrial goods, chemical products, and medical devices are typically the companies that employ B2B marketing methods.
A detailed explanation of how both concepts function in Nigeria, as well as the steps you should take while using either technique to sell your products, is provided below.
Business-to-Business (B2B) Marketing
Gain Access to the Decision-Makers
When it comes to selling to other businesses, the phrase “it’s not what you know, it’s who you know” cannot be more relevant anywhere else than in the Nigerian market. One of the challenges that many companies run into when looking to sell to other businesses is that they do not yet have access to the real decision-makers at their target companies. This rings especially true for firms that are also new entrants in the Nigerian market because they have a limited professional network in the area.
A way to overcome this challenge is to identify and employ the services of a professional in the area who can facilitate introductions to the right people at your target companies. These introductions should include face-to-face meetings with top executives who are instrumental in their company’s operations.
Identify and Explain Your Value Proposition
Once you have the ear of the decision-makers, you should move forward with pitching your product to them. In order to craft the perfect pitch, you must first identify your company’s value so that you can provide a convincing explanation as to why this particular company should be in business with you. Typically, a company’s value in a B2B sales relationship is cost-saving opportunities or facilitating a boost in their client’s sales.
Once you have determined why a sales relationship would be beneficial for your target company, lead with that information in your meeting. However, the explanation of your value proposition should be malleable, in that you should use your meeting to listen to what the target company’s priorities and challenges are, then reframe your solution to address those issues as needed.
It’s important to keep in mind that decision-makers at this level tend to make rational choices and, therefore, respond best to pitches that utilize strategic thinking and relevant insights instead of thoughtful promises wrapped in innovative theories. They want to know that what you’re providing will ultimately help them scale their business and increase their bottom line.
Understand the Process & Seal the Deal
When trying to earn the business of your target company, you should also pay close attention to the organization’s decision-making process. This will help guide your choices on who to talk to and how to approach the situation. In many instances, you will be pitching yourself to several of your target company’s stakeholders, especially if there is more than one decision-maker at the firm in question.
In Nigeria, the managing director usually has the final say in whether or not their company will purchase products or services from you. Therefore, it is in your best interest to get the buy-in from the person serving in that position early on to expedite the sale.
