As the business landscape continues to evolve, so do businesses’ tactics to reach their target customers. However, some marketers still rely on outdated methods. These are also known as “grandparent’s tactics,” to persuade their partners in the market.

But what are grandparent tactics, and why should businesses avoid using them?

Grandparent tactics refer to outdated and ineffective strategies that were once used by older generations to influence their channel partners. In the B2B market, these tactics can include:

  • Flattery:
    It is the act of giving insincere praise to gain favor, and it can lead to increased likability and cooperation in business relationships for the short term.
  • Exaggeration:
    The act of overemphasizing or overstating the truth. It leads to skepticism and the downfall of your business’s credibility.
  • Fearmongering:
    It is the display of power to make an environment of fear and anxiety, to influence the behavior and decision of others in your favor.
  • Use of Personal Contacts:
    The use of personal contacts or networks may lead to new opportunities, referrals, and collaborations. But it is limited as you depend on others.

While these tactics may have worked in the past, they are no longer effective and can harm a business’s reputation and relationships with its clients.

In this blog, we will explore why using these tactics in B2B channel marketing harms your business and how to overcome it by implementing modern strategies, such as loyalty rewards programs and channel engagement.

Why avoid using grandparents’ tactics?

Using these tactics in the B2B market can be harmful to your business in several ways. Some of them are as follows:

  • Damage Reputation
    Using these tactics can make you appear desperate, unprofessional, and manipulative. It can harm your reputation and create a trust issue within your clients.
  • Damage Relationships with Clients
    If clients feel that they are being manipulated or pressured into making a decision, they may become resentful and lose trust in your business. It harms your relationship with them, making it challenging to develop long-term partnerships.
  • Hinder Sales Efforts
    These tactics can make it more difficult to close deals, as clients may be wary of doing business with someone using outdated and manipulative tactics.

What are the Options?

Businesses must implement modern strategies that build genuine and meaningful relationships with their clients. Here are some strategies that companies should use instead of grandparents’ tactics:

  • Implement Loyalty Rewards Programs
    Loyalty and rewards programs can help businesses build strong relationships with their channel partners by giving them incentives and rewards for their sales and engagement. It allows companies to establish trust with their channel partners and create a sense of loyalty that goes beyond a single transaction.
  • Use channel marketing Effectively
    Channel marketing involves working with partners, such as distributors or retailers, to reach new customers and markets. It expands businesses’ reach and establishes a strong presence in the market.
  • Focus on Value and Personalized Experience
    Instead of using traditional tactics to persuade clients, businesses should focus on providing value by offering insights, resources, and solutions that address their client’s needs and pain points. It builds trust, and businesses establish themselves as trusted advisors and thought leaders.
  • Build genuine relationships
    Businesses must build genuine connections based on trust and mutual respect to build successful relationships with their partners. It means being transparent, honest, and authentic in all their interactions with clients.
  • Utilizing technology
    Technology can play a crucial role in helping businesses overcome grandparents’ tactics and build successful relationships with their clients. Tools such as customer relationship management (CRM) software can help businesses manage their relationships with clients more effectively and provide them with the insights they need to make informed decisions.

In The End…

Using old and basic tactics in the B2B market can harm your business’s reputation, relationships with clients, and sales efforts. Instead, businesses should focus on implementing modern strategies, such as loyalty programs, channel marketing, and providing value to build successful relationships with their partners.

Moreover, businesses should utilize technology to their advantage, whether it be through CRM software, marketing automation, or other tools that can help streamline their sales and marketing efforts. It allows for more efficient operations and provides businesses with the data and insights they need to make informed decisions and optimize their strategies.

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