Meticulously prepare your BtoB interviews
Carefully preparing your BtoB interviews is the key to success. Improvisation has no place at this crucial stage. Follow these preliminary steps carefully.
Start by learning thoroughly about your prospect and their business. View all information available online and offline. Identify its challenges, priorities and strategic objectives. In-depth knowledge of its context will be a major asset.
Then analyze in detail the offer you plan to present to him. List all its distinctive strengths and advantages compared to the competition. But also its potential weaknesses to consider. Construct convincing arguments and prepare responses to inevitable objections.
Clearly define the precise objective you are aiming for for this specific interview. What do you expect from the client at the end? A purchasing decision? A new meeting? This objective will dictate your approach strategy. Prepare a detailed discussion plan accordingly.
Appearing competent and inspiring confidence will also be crucial. So take care of your dress and your body language. Repeat out loud to improve your flow and delivery. Practice will build your confidence during the real interview.
Finally, anticipate as much as possible to avoid any untoward unforeseen events. Manage your tight timings intelligently. Have a plan B in case of last minute changes. Good organization will help you avoid unpleasant surprises on the big day.
Master active listening and questioning techniques
During the interview itself, two essential skills will need to be deployed. Active listening and judicious questioning are your best allies. By mastering them, you will gain credibility and impact.
First of all, active listening will allow you to clearly understand the real issues. Pay attention to the smallest details, the words used, the body language. Adopt an open, questioning, non-judgmental attitude. Rephrase regularly to ensure your understanding.
Then come back with relevant questions to explore certain points in more depth. Avoid closed questions with binary answers. Prefer open questions, which invite your interlocutor to elaborate. Get him to clearly express his needs, motivations and possible reluctance.
Skillfully alternate between offensive and controlling questions. The first ones will help you delve deeper into the subject. The seconds to validate your mutual understanding. Also know how to maintain silences, which encourage the other to continue their explanations.
Your sincere curiosity and ability to adapt will be greatly appreciated. The customer will truly feel listened to and understood. You will then have all the keys to identifying the ideal solution. Your next stages of argumentation will be greatly facilitated.
Convince by highlighting the benefits for the customer
After having perfectly identified the prospect's needs, it is time to convince. Your argument must then highlight the concrete benefits that they will derive from your solution. Adopt an advisory posture, not a simple sales one.
Start by summarizing the problem in your own words to anchor common understanding. Then recall the important objectives and criteria he gave you. This reformulation will demonstrate your attentive listening.
Then explain how your offer allows you to respond point by point to these issues. Highlight concrete benefits rather than technical features. Focus on what it will really bring him on a daily basis.
Support your arguments with solid evidence: customer testimonials, feedback, case studies, figures. The more objective and credible your speech is, the more convincing you will be.
Don’t hesitate to co-create the ideal solution together in a spirit of collaboration. Propose adaptations and additional options to best meet their specific requirements.
Finally, close the loop by reaffirming the main benefits and the perfect fit of what you are offering. A clear call to action will then encourage your interlocutor to take action.
