POV: Closing a B2B sale in Q4 comes with a particular set of challenges.
Your prospects — or their managers — are out for the holidays, their legal team is dragging their feet on signing the contract by the end of the year, and budgets may still be in flux.
It’s time to rethink your B2B sales playbook.
Unlike just another follow-up phone call or check-in email, letting prospects know about digital rewards can be the just the incentive they need to come on board. Here’s how you can incorporate them into your B2B sales strategy for maximum impact at the end of the year.
During this hectic time, rewards can help your sales team create a sense of urgency, especially for deals that have stalled. Simply letting your prospects know that if they sign up by Dec. 31, they’ll get a $500 Airbnb or Target digital gift card, for example, can be a powerful motivator.
Similarly, digital rewards can help you move newer leads further down the sales funnel more rapidly. Offer new prospects a digital gift card for coffee when they attend a demo this week or again offer them a more substantial reward if they sign a contract before the end of the year. When there’s something in it for them, prospects are far more likely to take action.
READ MORE: Using Rewards for Prospects and Customers
According to McKinsey, 2 out of 3 buyers in 2021 opted for remote human interactions or digital self-service. This means you have to make your emails, social posts, and website stand out to grab their attention. Consider your digital rewards the icing on the cake of your B2B sales playbook — they make any tactic that much sweeter.
Today’s digital rewards programs can integrate with other platforms you’re already using, too, making it a snap to automate campaigns across sales channels.
This one’s a no-brainer. You can nudge customers who haven’t renewed yet by sending a holiday reward with your annual reminder. Or again, wish a hot prospect happy holidays with a digital reward for Spafinder, Topgolf, or dinner out.
With interest in corporate responsibility on the rise, consider giving these customers and prospects a choice of rewards they can use to support a cause close to their hearts, like the Clean Water Fund, Habitat for Humanity or Girls Who Code. Giving back is an especially effective campaign theme when the holiday spirit is everywhere.
In today’s digital world, personalization matters. Only 8% of B2B organizations are currently set up to deliver highly personalized marketing — but of that 8%, three-quarters report growing market share, according to McKinsey.
One of the best parts of digital rewards is that you can personalize them for prospects, including personal messages and tailored reward choices to show prospects you understand their needs.
A digital rewards platform like BHN Rewards, for example, also simplifies the B2B sales playbook for account-based engagement — where you directly target the accounts you want to reach with personalized content — allowing you to customize the rewards experience for each account.
Best of all, your sales team can run personalized campaigns for prospects and returning customers without having to put in extra time and effort.
If your B2B sales playbook doesn’t include digital rewards, now’s the time to take a product tour to learn how BHN Rewards’ integrations can help.