How to Sell in a B2B Situation

Business Agreement

B2B sales used to be a lot easier. Businesses would have to reach out and talk to a salesperson who’d pitch them the product or service. However, today’s buyers prefer to conduct research and select what to buy on their own, without any influence from a salesperson.

B2B sales success hinges on your approach. Businesses now do internal research for every buying decision they must make. The growth of the internet makes this task is an easier one, one that doesn’t always require information from a salesperson.

Although buyers can easily find information, it isn’t always the right kind of information. Buyers still need salespeople. Because prospects won’t as easily come to salespeople as they use to, salespeople must take new approaches to sell.

Teaching is the new pitching

A big trend at the moment is teaching is the new pitching. Supplying the buyer with valuable information they can use in their business is a big plus for you.

While listening to your prospect’s needs, you should be thinking of different ways to teach them how to solve their issue. Your goal should be to point them in the right direction leading them to tips and tricks within the industry. Show them the best solutions through your blog or social media sites or stats posted on your website. The more you help them out the more loyalty you’re building up for your company.

Teaching doesn’t just involve giving them outside information on how to improve their business, it also involves teaching the prospect about your product. The more the buyer knows about how your product or service can help them, the more likely they’ll be to buy.

Having a basic understanding of the ins and outs of how your product/service works before buying is a huge advantage for buyers. The more they learn from you the less they have to learn on their own. It helps drive investment of time and information in the buyer.

Social Selling is Effective

Social selling is effective in B2B selling. With the overabundant supply of sales and marketing messages buyers see, they are highly skeptical. This skepticism is carried over into their conversations with salespeople. Because of this skepticism, it’s important salespeople help prospects to the path of purchase rather than focusing all their energy on closing the deal.

Sales teams who incorporate social selling into their strategies tend to perform better than those that don’t. Social selling breaks through some of the skepticism. Your presence and interaction with the online community gives your business a better reputation, especially among the younger buyers.

Social selling also allows salespeople to lay out the path to purchase giving buyers a glimpse into how the process would work. The community can then engage, leaving comments, asking questions, and sharing your content. The more you engage online the better reputation you’ll build and the wider of an audience you’ll be able to reach.

Buyers today rely a lot on peer recommendations. Having a social presence that drives consumer comments and interaction is good. People will look to social media and other online channels to learn more about solving their problems and researching your company.

Don’t shy away from talking about the risks involved

Everyone wants to feel confident that they’ve made the right decision for themselves and their growth. It’s the same situation in business to business buying.

Talking about the risks a client perceives is an important step in the buying process. Salespeople should be open to discussing risks. The more a salesperson talks about the risks with their client, the more confidence they can instill in their decision to buy. Without ever talking about it you have no control over how they react to the doubts they have.

B2B buyers are increasingly seeking out ways to identify and reduce risk factors. In identifying the risks involved throughout the process, you can work with your client to reduce and erase risks driving them to a more confident decision to buy.


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B2B Strategy – Holiday Style

Graphic: b2b holiday season

Here comes the Santa Clause of your business sector with goodies for your prospects, customers and business associates. While reaching out to your business prospects during this holiday season, there is more than just sending a Merry Christmas card. In fact, this holiday season, your team should utilize a B2B marketing campaign which cuts across multiple channels.

Rejuvenate Social Media

The canvas of social media platforms is flooded this holiday season but there is always a way to be innovative. Bring out all the raving reviews and video testimonials from your customers and business associates and share them proudly. Over the past year, whatever you have accumulated, splurge on your social media pages of Facebook, LinkedIn, Twitter and others. Remember that B2B marketing strategies have faired well with prospects trusting recommendations from peers and other businesses.

Tradition Wins

During the holiday, there is always an underlying current of traditions; your team must play along. In your holiday marketing strategy, make sure to have a theme associated with your business sector and stress the application of traditional values in the festive environment. In all your physical and virtual decorations, engagements and reach-outs, local, geographical and social traditions help reach out to fellow businesses.

Reinvent Traditional Ways

In addition to reaching out through the internet, traditional methods are essential in a B2B marketing strategy as well. Your team needs to have a list of business prospects and current contact persons ready and should reach out in a traditional way such as, calling, visiting (although harder in our current times), or even just sending a postcard. Remember, a miss can cost you money in the coming year through unhappy clients who feel as though you don’t value them.

Personalize Your Approach

There is nothing better than developing personal relations over the festive season. Including business prospects while cementing the already made bonds with customers and business associates. It is a proven fact that there develops an emotional and familiar undercurrent of recognition which subconsciously affects your business deals and business relations.

Dive Into Communities

This festive season your team should break the barriers and share on all relevant platforms. Check out all virtual world sites where you can tap into a wide audience of relevant prospects. With your high values content and a commanding leadership tone, your experts can attract all the prospects who frequent such B2B information hubs, which serve their industry and provide solutions to their problem.

Wishes With Gifts

Your Festive Wishes, when sugarcoated with an offer or two will hit the mark. Your team can churn out different goodies you have been offering over the year and repackage them. Offer them as this limited time offer. Anything like an e-book, an expert advise time slot, a free sample or just an upgrade – all work wonders – depending on your business sector. If your business sector is facing a particular crisis or a hiccup, and you have a product or solution to offer, a very limited time offer of it can do wonders to spread the word.

Activate CRM & Funnel

With a year behind you, the time is right to top the funnel and activate a CRM tool (provided free with an Infofree.com subscription). The CRM will definitely play a major role as you move forward and utilize optimized details from your curated prospect lists. Need more prospects to get your CRM and sales funnel started? Check out FreeSalesLeads (free to use) or Salesflower.com (cheap monthly subscription), where business databases have 95% accuracy.

From Foes to Friends

Overall, just relax and take everything in a holiday spirit. If there was any misunderstanding with any customer this is the time of the year to rebuild a stronger relationship. During this festive season, all is forgotten and forgiven, so take advantage and mend any broken bridges.