Winning at B2B: Power of Being Relatable
Winning at B2B: Power of Being Relatable

More Than Just a Number

We’ve all experienced those moments when we felt like just another face in the crowd, a mere number in a sea of customers. Whether waiting in endless lines, going through security checks, or receiving impersonal mass emails, it’s disheartening to feel like our individuality doesn’t matter. But in the world of B2B sales and marketing, treating prospects and customers as mere numbers is a surefire way to lose their interest and trust. Instead, embracing relatability is the secret ingredient that can make all the difference.

 

The Real Value of Relatability

According to Salesforce’s ‘State of the Connected Customer’ report, a staggering 84% of customers emphasize the importance of being treated like a person rather than a number when it comes to winning their business. B2B buyers are no exception—they expect sales professionals to connect with them on a personal level. B2B buyers have spoken, and they demand a relatable sales experience that goes beyond mere transactional interactions. Relatability is the key to forging meaningful relationships that go beyond the transactional realm. Embracing relatability means recognizing that you’re not selling to an abstract persona but to a real, living individual. By treating every buyer as a unique person and forging connections that resonate with them, you create a genuine bond that transcends the confines of traditional sales techniques.

A transparent B2B graphic over a person with a smartphone and a laptop.

Embracing the Relatable Sales Approach

To be truly relatable in B2B sales, you must shift your mindset from viewing prospects as manufactured personas to seeing them as real, live individuals. It means acknowledging their unique identities and connecting with them on a personal level. Being relatable begins with active listening. Listening attentively, showing genuine interest in their lives, and finding commonalities that extend beyond your product or service are essential steps in building relatable connections.Take the time to truly hear what your prospects and customers have to say. Show genuine interest in their lives, aspirations, and experiences. By asking thoughtful questions and attentively absorbing their responses, you uncover valuable insights that can pave the way for meaningful connections.

 

Building Bridges Through Common Interests

Discovering shared interests can serve as a powerful bridge to establishing relatability. Imagine finding out that your prospect is a fellow New York Yankees fan, and you happen to share the same passion for the team. This common interest becomes a springboard for a personal connection. Similarly, uncovering details about their hobbies, alma mater, or other aspects of their life can create relatable touchpoints. By actively listening and asking thoughtful questions, you can uncover these points of connection and strengthen your relationship with prospects. Look beyond the confines of your product or service portfolio and discover shared interests, passions, or backgrounds. Whether it’s bonding over a mutual love for a sports team or finding common ground in hobbies or cultural experiences, these points of relatability create a foundation for personal connections.

A group of marketing professionals building bridges and connections during a team meeting.

The Ripple Effect of Relatability

When you prioritize relatability in your sales and marketing efforts, you create a ripple effect that reverberates throughout the buyer’s journey. By treating prospects and customers as individuals, you foster stronger impressions and build more robust relationships. This, in turn, makes your target buyers more likely to choose to work with you over impersonal competitors. Being relatable is a real win for everyone involved. When you champion relatability in your sales and marketing efforts, you build stronger relationships with your prospects and customers. By treating them as unique individuals and showing that they are more than just numbers to you, you create a positive impression that increases their willingness to work with you. It’s a win-win situation for all parties involved.

 

Humanizing B2B Sales and Marketing

Relatability is a crucial element of this approach, and it’s just the beginning. Together, these principles form a powerful framework for building authentic connections and driving sales success. By prioritizing relatable interactions, you pave the way for meaningful connections that drive success.

A group of marketers fist bumping as a way to symbolize the success of building connections.

Your Challenge to Embrace Relatability

Now, it’s time to take action. What will you do this week to infuse more relatability into your marketing and sales efforts? In a world dominated by transactional exchanges, relatability stands as a powerful differentiator. By treating your prospects and customers as unique individuals and forging connections that resonate with them, you transcend the impersonal nature of traditional sales approaches. Relatability isn’t just a buzzword; it’s a catalyst for building stronger relationships, making lasting impressions, and ultimately achieving sales success. Remember, being relatable isn’t just a strategy; it’s a mindset that brings out the best in both you and your prospects. Embrace the power of relatability, and watch as your sales soar to new heights.

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