Top 5 B2B selling secrets

The fundamental difference between B2B and B2C selling is that business decisions usually involve significantly more dollars than consumer sales. To give your sales team every opportunity to close a sale there are a wide range of strategies businesses can use in B2B selling. We've selected the top 5 used in the B2B space.

1. Map the market and break it down
2. Size matters
3. Train your sales staff to understand business
4. Find your place in their business vision
5. Direct marketing works in B2B

1. Map the market and break it down

There are hundreds of markets in the B2B space, each with their own profile and unique set of requirements. To ensure the sales team targets the right prospects a B2B sales strategy must be built on a well-researched segmentation of the market.

The way you break down the market will depend on the product or service and its value proposition to customers. Once you have identified your market segments your sales team has the confidence to deliver the right solution to the right customer.

2. Size matters

The way a product or service is used will differ between SMEs and large business. Depending on who you're talking to you need to ensure your value proposition is appropriately targeted to the specific customer. The of the organisation provides a good indicator in deciding what and what to sell to the business customer.

3. Train your sales staff to understand business

In B2B selling a tailored solution for each client is the key.  A sales training program should focus on understanding the client's business instead of just a product range. To create a sales pitch with an impact it is important to understand the customer and their strategic direction.

Business clients expect sales executives to have the business literacy and commercial acumen to engage in strategic dialogue with them. This will often require a larger investment in training than would usually be the case in a B2C context as a big part of the business' unique value proposition rests in the sales executive's commercial expertise.

4. Find your place in their business vision

The essence of building a value proposition around what you sell is discovering how your solution can help the client achieve their strategic vision. Ultimately, you want to create a true partnership with the client which goes beyond a traditional customer-supplier relationship.

One mistake to avoid is taking a one- fits all approach. The temptation for many sales executives is to communicate the full range of product options to potential clients in the hope of making a sale.  A tailored one-on-one approach will be a lot more successful in the B2B space.  Identify one or two products that are most likely to be useful and focus on them. Also use research and your anecdotal experience to identify solutions that will be valuable for your client.

5. Direct marketing works in B2B 

Direct marketing and telemarketing can serve as a cost-effective lead generator in the B2B space. To be effective the depth and breadth of your customer data is of paramount importance. Customer data should be updated regularly and tested for accuracy. This will ensure your marketing efforts are maximised and that your message reaches the customer the first time.

Before engaging in direct marketing activity it is important to do the research. Make sure you understand the clients' needs and the outcomes they are trying to achieve.

To find out more about how direct can benefit your business read 'Direct Mail - not dead by any stretch'>>

Successfully selling to business requires a specialised set of skills and strategies. A sales strategy that hits the right buttons results in business customers that will stick with you for the long haul.

Connect with us to receive updates throughout the day:

Like us on Facebok Follow us on Twitter

Dun and Bradstreet AustraliaTop of page Dun & Bradstreet Australia Pty Ltd 2015 | D&B Small Business    *About Us    *Sitemap    *Advertise    *Privacy    *Terms & Conditions