In contact with consumers, many companies have been using chatbots for a long time to provide quick, unobtrusive assistance and to reliably answer recurring inquiries. But digital assistants are also gaining in importance in the B2B sector. Used correctly, they can achieve two goals at the same time: increasing customer satisfaction and increasing sales. But even more than in the B2C sector, it is important in B2B to tailor the chatbot precisely to the company and the respective application. These are the key points.
Clear objectives are a prerequisite for success
A chatbot in the B2B sector needs a clear use case. With an all-rounder who only half-heartedly covers many fields, no one is helped. When dealing with business customers, expertise and accuracy are important. A chatbot should also shine with this, in a clearly defined area, for which it must be fed with data with the greatest possible accuracy. A chatbot prepared in this way will be used noticeably more frequently than a broad-based colleague who lacks the necessary depth of advice. It is also essential that the chatbot recognizes where its limits lie and forwards it to human employees in good time (escalation to human) before the customer gives up in frustration and, in the worst case, knocks on the competition.
Where it makes sense to use a chatbot
The scope of use of a chatbot in the B2B sector is wider than it seems at first glance. As in the B2C sector, customer service is ideal with its frequently recurring questions about orders and offers: Order status, delivery times and duration of offers, for example, can be entered automatically, around the clock, whenever customers, some of whom are in other time zones, need the information.
In addition, chatbots are ideal for guided product advice, so-called guided selling. Intelligent consultation automation makes it possible to have routine questions processed by the chatbot and forward them to human advisors only for special cases. Direct connection to specialists in the departments is important here, because it is essential to always keep the data that the chatbot accesses up to date.
Chatbots as proactive marketing channels
Product advice can be further expanded through the proactive use of chatbots via email, teams, Slack or WhatsApp. Here, the bots can alert customers to new products or features and offer a consultation tour on this topic. As with product and offer advice, connecting the chatbot to the organization is one of the decisive factors here. In order to actually achieve deals, the transitions should be as imperceptible as possible for users. For example, a chatbot can be connected directly to the customer consultants' appointments so that it can make an appointment independently if interested in a product.
Chatbots help companies understand their customers
In addition to direct marketing efforts, a chatbot can also take a more subtle approach. This means that companies can use chatbots to collect data about the needs and preferences of their prospects and customers. No one likes to fill out forms or questionnaires. However, people are more willing to provide information via chat than to provide their details in a form. This has to do with the user experience, because chatting is simply more fun. This type of information can help companies align their marketing strategies accordingly.
Boost engagement and win leads
Successful lead generation often happens through the engagement of potential customers. They usually send inquiries to multiple companies in the same area and only make a decision after they have received a satisfactory response that meets their needs.
When companies respond quickly and answer customer inquiries immediately, they can demonstrate their professionalism and attract leads to their business. Chatbots work perfectly for achieving these goals. Regardless of the time of day and the request, a smartly implemented chatbot can immediately deliver the desired answers without giving the customer the time to look for other options.
The chatbot as the company's figurehead
A poorly programmed chatbot is just as damaging to a company's image as an uncouth sales manager. Especially in the B2B sector, where contacts are long-term, companies should therefore invest in professionally acting chatbots that reflect their own brand and the company's quality standards. If this is successful, the virtual colleagues can become a real asset. Because they signal professionalism and customer orientation to business partners — in other words, exactly what you want from a long-term business relationship.
Meet Sally
The Sally Assistant is a smart chatbot that can be individually adapted to the needs and goals of your company. In close cooperation with your employees, Sally is integrated into your company in three phases and is continuously adapted to the requirements and processes of your business processes. Make an appointment to find out how your B2B company can benefit from a chatbot.
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