Making our voices be heard can be difficult. Especially if we are a company that has to communicate complex ideas and nurture multiple business relationships. For us to be effective, we must know the five keys of B2B Communications.
Communicating as a B2B company can be an arduous task as one has to say much more about themselves, far more eloquently, than a B2C business has to. Even more, Business to Business communication is a constant effort that needs to be proactive, professional and engaging. This can seem daunting at first, but by understanding the five keys of B2B Communication, a company can overcome the hurdles of this landscape.
Knowledge
In a B2B setting, especially at the earlier stages of the communication, knowledge is the main message. Knowledge is the core of the service that a company can provide; it is the most important aspect of a business relationship. Without knowledge there is no credibility, in the absence of credibility there is no trust. Without trust, there is no cooperation, and if there is no cooperation, there is no need for clarity, as there is no relationship to speak of.
Cases can emerge, where one group “fakes it ‘till they make it”. However, eventually all of them crumble, when the cracks begin to show in their fundamentals.
Knowledge exists without communication, but, in order for a company to succeed, it needs to be communicated. This is especially true for starting companies and novel technologies. Those have none, or very few opportunities to prove themselves in their field. Communication is the key to draw attention to new innovations, to magnify the effects of a company’s actions.
A Constant Process
The communication of knowledge should never cease. It needs to be emphasized constantly, even for successful companies, as it is their biggest strength, and it should always stay in the center of their actions. In a B2B environment rationality almost always triumphs over emotions.
The correct balance of Technical, Commercial and Institutional Communication is needed to convey Knowledge in B2B Communications. A company has to be able to explain what their advantages are, and why those advantages are useful in the first place. Furthermore, their actions and appearance has to represent the company in a way that it inspires confidence in their Knowledge (thus creating Credibility and Trust).