Today’s networked economy never sleeps. And to make the most of it, your company can’t either. Ariba Discovery™ gives you a valuable leg up in this brave new world by acting as an “always-on” marketing campaign - conveying a clear message about your business that reaches potential buyers round the clock. The question is, does it say what your prospects and customers want to hear?
In our “Win Your Next Bid!” series of blogs, we’ll share strategies that can help you ensure the answer is yes. Put then into practice – and see how quickly you’ll turn more leads into new business.
Strategy #1: Deliver what buyers really want.
Ariba Discovery buyer research shows that what matters most to buyers when comparing sellers online is:
- A fully completed profile. Your profile is one of the first things buyers see. So provide all the information requested—paying special attention to your company headline and description as well as your commodities, industries, and the geographic territories you serve. This puts your best foot forward to potential customers and increases the relevance and quality of the matches you get. (Follow the tips in this brief YouTube video to make sure your profile is top-notch.)
- Dun & Bradstreet credit and risk scores. Risk management is a key component of the vetting process when buyers seek new sellers. By providing the information they require up front, you save buyers time and strengthen your credibility, increasing the likelihood that you’ll be shortlisted for potential projects.
- References from other customers. Happy customers tell your story best. You can request references right within Ariba Discovery. (These step-by-step instructions will walk you through the process.) Recommendations received will appear on your profile page, where prospective customers can review them to tip the scales in your favor. Be sure to keep your references current, since the “last updated” information is visible there as well.
- Green initiatives and diversity certifications. The growing emphasis on sustainability and diversity has sharply increased demand for sellers with green initiatives and diversity certifications, a trend that will only continue to grow. If you’re a woman-, veteran-, or minority-owned business or have SDB or ISO certification, include that information in your Ariba Discovery profile and upload any certificates that you have.* Doing so can give you a decided advantage over competitors who lack these credentials.
Look for the next blog in this series, where I'll share more strategies to help you win bids.
*Available to Advantage and Advantage Plus Discovery subscribers.