Exploring the Untapped Potential of Loyalty Program for B2B Sales in Australia

As per research, at least 25% of B2B businesses spend only 5% of their total budget on marketing. The study result highlights the importance of retaining clients for B2B sales in Australia.


When it comes to retaining customers - whether B2C or B2B - loyalty programs are a useful weapon in an organisation’s arsenal. They make clients feel special, strengthen the relationship between buyers and sellers, and help in customer retention.

From brands to hotels and retailers, businesses from different sectors of society have been using reward programs like cashback in Australia and others to grow. However, B2B loyalty programs are relatively new.    

Although B2B loyalty programs are new, they hold potential to help a business grow. According to a PwC report, at least 60% of B2B consumers say they never had an experience with their service provider that may make them feel special about the partnership. They also believe that businesses should make efforts to offer special benefits to their B2B consumers.

Importance of B2B Loyalty Programs

Do you know the cost of getting new customers is around five times higher than retaining an existing one? Also, existing clients are responsible for 80% of a company’s total revenue. It shows how essential it is to retain your existing B2B clients.

And when it comes to retaining customers, loyalty programs are effective solutions. They help strengthen connections between two businesses and help increase B2B sales in Australia.

Some other major benefits of B2B loyalty programs are:

  • Improved Profit Margins

Lots of people have a hunch that loyalty programs like cashback in Australia are expensive ways to impress existing clients. However, in reality, these programs return a huge profit margin.

In addition to making customers feel special, reward schemes convince B2B consumers to stay loyal to the partnership and encourage them to try out new products/services. In this way, a business can save on the promotion of new products, which leads to profit margins.

  • Customer Satisfaction

No matter how cost-effective services you offer your clients, the sad reality is that you cannot keep them loyal to your business without making them feel special. Through loyalty programs, you can provide your B2B customers with the attention they deserve. It may make them feel great about the partnership and feel relieved about the services offered to them.

  • Reduced Retention Cost

Customer retention is helpful in increasing B2B sales in Australia. However, it is not as easy as it seems.

However, reward programs can be an effective way to keep your customers loyal to your business. By spending a small part of your total marketing budget on rewards, you can get loyal clients who keep on investing in your products/services for a long time.

  • Increased Engagement

According to experts, the relationship between a brand and its customers should be more than just about selling and buying services/products. There should be a constant line of communication that keeps the two sides connected.

Through a loyalty program, you can build a line of communication to engage your B2B customers and make them feel heard.

How to Build a Loyalty Program for Increased B2B Sales

Starting a reward program isn’t just about copying others’ successful programs and starting to give cashback to your customers. Your business is unique, so are your customers and their expectations from a reward program.

Join hands with professionals who build loyalty programs that suit your business and help it retain its existing B2B consumers. All the best!

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