With Black Friday approaching, companies operating in the B2B market also have a valuable opportunity to invest in their sales strategies and expand their customer base. To reap the maximum benefit from this event, it is essential to develop a solid and specific plan for the segment, establish competitive prices, and prepare properly, ensuring that the logistic infrastructure is ready and secure to meet possible increases in demand.
“B2B strategies for holidays differ from those of retail businesses focused on end consumers. It is not simply about lowering prices and conducting massive advertising; it requires strengthening relationships and partnerships. It is essential for B2B companies to know their audience well, analyze their sales history, and identify products or services with the highest potential to attract new and existing customers during Black Friday. Additionally, it is important to evaluate the production capacity or supply of these items,” says Marcelo Simões, BDM at Unentel, a distributor of technological solutions for companies.
Creating cross-sell and upsell strategies is an effective way to increase the average value of sales. Cross-selling involves offering additional services that complement the original purchase, resulting in a higher final value. On the other hand, upselling consists of proposing an upgrade to the item purchased, encouraging the customer to choose a more advanced or higher-value version.
In addition, reactivating disengaged leads and recovering lost sales during this period can be an interesting approach to win over customers who have not made recent purchases or resume interrupted negotiations. In doing so, the company seeks to reestablish the interest and confidence of these leads to convert them back into active customers. This can be achieved through targeted actions, such as customized marketing campaigns and special offers.
Finally, early planning is the key to the success of a Black Friday campaign. Steps believes that, despite being common advice, its importance cannot be underestimated because it plays a fundamental role in the ability to deal with setbacks.
“Preparing for Black Friday in the B2B context requires a strategic and thorough approach. Companies need to develop their operations and identify areas that need adjustments to handle the possible increase in demand. This may involve strengthening technological infrastructure and increasing production capacity. Additionally, it is crucial to establish solid partnerships with suppliers and distributors to ensure adequate supply of products and services,” concludes Simões.
