How to win B2B clients in 2020

6 July 2020

Winning clients is a vital part of growing your business. Here's what you can do to win B2B clients in today's business climate.

Kompass International

By Kompass International

6 July 2020

An important part of a B2B company’s growth strategy is getting more clients. However, this can be more difficult than it sounds if you’re not using the right strategies.

Some sales strategies that used to work for gaining B2B clients simply don’t work the way they used to. You have to make sure you’re using things like business data and modern marketing strategies to gain clients.

Keep reading to learn more about how to get new business as a B2B business owner. By following these steps, you’ll be on your way to getting new clients and growing your company.

Know your current B2B clients

Before you can reach out to new clients, you need to take some time to gather data on your current clients. This will help you understand exactly who is already using your products or services so you can know how to market to that demographic.

Here are some of the things you need to know about your current B2B clients so you can understand your audience better:

  • Their business goals
  • Their biggest problems
  • What they value
  • What sets them apart

You should also classify your clients by region, size, turnover rates, average basket, and other things to determine who your ideal clients are. If you don’t already have this information, let us get it for you with our data consulting services.

If you haven’t already, be sure to create a client persona. This will help you give a name and face to your ideal client and will make the rest of these steps go far more smoothly.

Identify client pain points

When you have your current clients identified, it’s time to start doing some additional research. Find out what your clients need and what might be preventing them from growing their businesses.

It’s important to find problems that are particular to that company. You want to make sure the business owners know that you understand them and are there to help them.

Create a solution

Once you know what problem your potential clients have, you can work to create a solution for them. Be sure it will adequately resolve their issues and help them grow their business, save time, or save money.

In most cases, you’ll already have a solution as part of your business. However, it’s still important to go through this step and make sure your products and services are right for resolving the problem your clients are facing.

Find your ideal clients

Once you know who your ideal clients are, it’s time to create a list of prospects. There are two main ways you can go about this. Let’s go briefly into each of these.


The first way you can look for your ideal clients is to start searching for them on LinkedIn, Google, and other places online. While this may help you find a few prospects, this method is tedious and time-consuming.

You’ll also find yourself spending a large amount of time researching each company to make sure they match your client persona and finding contact information for the decision-makers.


A significantly faster and easier way to get a long list of B2B client prospects is to use a tool like EasyList. This allows you to set up filters so you can quickly get a downloadable list.

You’ll also be able to get the name and information for the best point-of-contact for your business. This allows you to save a significant amount of time on endless searches that may not provide accurate results.

Contact the right person

Now it’s time to find the right person within the company to talk to about the plan you have that will help their business. This could be the CEO or a high-level manager which can make them difficult to contact.

When contacting this person, keep in mind they likely get a number of emails like yours every day. If it’s a cold email, it may be ignored which could mean you have to find other ways to contact them or accept that it’s not going to work out.

This is why it’s important to implement sales intelligence and prospecting tools that will help you connect to the right person at the right time. These can also reduce the chances of your email being ignored.

Present your plan

After you get the attention of the correct person, you can present them with your plan. Take time to create a presentation that’s dynamic and that will answer all of the questions they may have.

It can help to think of this as a job interview so you can treat it with the same formality and preparation. Your goal should be to show them how you can solve their problems, not simply make a sales pitch.

Here are some quick tips for presenting plans to clients:

  • Make it as visual as possible
  • Keep it concise while being thorough
  • Include real-life examples
  • Use as many concrete numbers as possible

Keep in mind that you’re the expert, so you should speak with confidence and be ready to answer any questions they may have off the top of your head.

If they ask you something you don’t know, be honest. Then, assure them you will look into that for them and provide them with the answer as soon as possible. They’ll appreciate your honesty and diligence in finding the solution for them.

Follow up

An important step that many people miss after presenting a plan to a prospect is following up. However, this could be the difference between landing a client and having to keep looking for other clients.

In most cases, a simple email will work best. Thank them for taking the time to meet with you, remind them of your offer and what you talked about, and let them know you’re available to answer any additional questions they may have.

Need help with B2B marketing?

Now you know how you can use B2B marketing to get clients for your business. As you can see, there are some specific steps you should be following to get new B2B clients.

If you need help with any of these steps, contact us today. We would be more than happy to let you know which of our many tools will be best to help you reach your goals as you reach out to new clients.


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