Personal differentiation

B2B, differentiation, Marketing, Positioning, relationships

This post was actually starting with nothing to write about. Suddenly a thought flashed across my mind.

I keep talking about continually marketing to your prospects and customers in the B2B space. It can be with your own products or with your partners’. But be in touch always.

But you need not always be making offers to your prospects or giving them more information.

Sometimes just a hand written thank you makes a more personal statement. In B2B selling, in most cases still, you need to have a relationship in place before you can sell anything.

As Mark McCormack used to say – all things being equal people buy from friends . If you have not read his book What they don’t teach at Harvard Business School and its sequel….they are gems. So much wisdom in such small reads

Which brings me to another thing which I have found useful to give, is a non-standard gift. Copies of paintings, books etc.

Sometimes your product has differentiation which is very unique. In most cases in technology marketing its rare. You create your personal differentiation in front of the customer by doing these small things

Some organizations do have a amount on the value of gifts that are considered inappropriate. You need to be cognizant to that. But within that you can be creative and give gifts which have a high recall value….sometimes much much higher than what your marketing webinar would give.

In B2B especially and otherwise also relationships matter. So keep working on that.

Till next time then.

Carpe Diem!!!

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