B2B Marketing for Limousine Companies: What Makes it Special

When it comes to getting the word out about your limousine company, are you doing enough to reach out to the many companies that are doing business in your service area? Limo companies seeking to expand their business need to keep in mind the special transportation requirements and needs of local companies.

Whether you are just starting to offer more service to businesses or have been courting their attention for a while now, it's crucial to know what makes B2B marketing special and different from other types of marketing efforts. Longer sales cycles and increased complexity in business arrangements are part of the new challenges you and your team will need to become accustomed to.

Take Your Time

Your sales department should know that it will typically take longer to convert promising leads into loyal customers.

The corporate transportation managers and other trip buyers often must get multiple people to sign off on the details of potential deals. You should count on experiencing much longer sales cycles, noted a recent article at Proteus B2B.

Smaller Pool of Customers

Unlike the marketing you do to reach consumers, you have a smaller audience to work with. This means that it will take more research and time to find potential customers, and then identify their particular needs. In the meanwhile, your local competitors will be scrapping with you to gain the same customers.

As you do your research on these potential new customers, you can identify the purchasing capability of them, which will help you determine how much time and attention to devote to them so you can get the best return on your marketing investment.

Unlike working with consumers, you will likely find that your B2B customers rely less on emotions, at least in the traditional marketing sense. Someone seeking a stretch limo for their prom will be focusing on creating a night to remember, for example.

On the other hand, a corporate transportation manager will be focusing on alleviating fear and anxiety stemming from the need to ensure he or she meets duty of care obligations for VIPs, or making sure not to get fired for making a bad business deal.

Pricing Adjustments

It's obvious that you will get more repeat business from B2B customers than ordinary consumers. For example, people who book transportation for a wedding or a prom are usually doing this as a once-in-a-lifetime event (they hope!). While you may get more business from them through word of mouth, and some of them will use you again for parties and other special events, you can expect to get more repeat business from companies.

This means that you and your sales team will need to get used to variable pricing to a greater degree. Each corporate customer will have different needs and expectations. If you are going to pull in regular weekly service from one of these businesses, you should expect to address their concerns about pricing and may need to give them a discount in exchange for a steady stream of revenue.

The senior members of the marketing team at DriveProfit Limo each have more than 20 years of experience in helping companies with their limousine marketing efforts. For more information on the importance of B2B marketing and how it can help you reach greater success, please contact the experts at DriveProfit today at 203.426.7780 or email us at info@driveprofit.com.

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Posted on Jun 10 2015

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B2B Marketing for Limousine Companies: What Makes it Special

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