B2B sales are more complicated and present more challenges than B2C transactions. Your potential clients buy products in large quantities and are less likely to be impulsive. Their purchases also extend to multiple departments, not to mention they have the future of their businesses to consider. Where the B2C customer uses their emotions to purchase products, the B2B consumer uses logic. Therefore, it would be helpful to have a few tricks up your sleeves to convince them to do business with you. Here are some proven B2B sales techniques you ought to use:
Take time to learn about your potential client
Ideally, research is crucial to the success of any sales process. However, B2B is unique because the customer has tight remits. They also tend to ask many questions to leave no room for errors and ascertain you are knowledgeable about your product. Therefore, it would be wise to understand what your potential client is looking for before you approach them. Once you demonstrate to your client that you are attuned to their needs and have done ample research, they will be more inclined to work with you.
Offer solutions and advice to your clients
We understand that your main aim is to push sales. However, you will lose clients if you overemphasize making an impactful sale. An empathetic, more authentic approach would be to become a trusted advisor and guide them along the purchase process. The State of the Connected Customer report reveals that 78% of B2B companies prefer to work with salespersons that double up as advisors who can give guidance. Put yourself in their shoes, understand their pain points, and offer them lasting solutions to their predicaments.
Ensure your values align with that of your clients
In the past, B2B customers focused more on the cost-value relationship than altruism. However, the modern B2B client is interested in your ethical messaging. Prior to purchasing from you, these millennials will do their homework and find out what you are all about. If your values and belief system don’t align with theirs, they are less likely to do business with you. Engaging with a company with clashing values will only lead to skirmishes along the way, an eventuality these B2B clients are working hard to avoid. Therefore, it would be wise to work hard towards earning their trust before you approach them.
Polish up on your lead generation strategy
As a salesperson, you understand the importance of lead generation to boost sales. However, you might spend too much time generating leads that end up being dead ends. The prospects might be unresponsive, uninterested in your products, or indecisive. After you have done ample research and know the kind of client you want to target, you can then turn to reputable lead generation methods to make your work easier. Outsourcing B2B Lead Generation Services guarantees you will end up with a list of contacts interested in what you can offer and ready to purchase.
Consider building lasting relationships
B2B is people-oriented at its core, making it more of a P2P sales model. Unlike B2C sales, which are a one-and-done affair, B2B relationships tend to last longer. If a company is satisfied with your services and products, they might not see the need to change suppliers. Businesses also only change supplies if necessary to evade the long and tedious B2B sales cycle. However, it is up to you to build and maintain amicable relationships. Remember, you are dealing with the decision-makers who call the shots at that organization. Therefore, it is wise to connect with them on a personal level.
Respond to queries promptly
Before a company makes a purchase, the motion has to pass through many stakeholders and top executives. Not everyone involved might be on board with the purchase. However, some stakeholders might have additional queries that require clarification before they agree to invest in your product. As a salesperson, you are responsible for availing yourself of any questions your potential customers might have. You have no excuse for slacking on customer experience in this digital era. It would be wise to pull up your socks and provide prospective clients with 24/7 support to increase your chances of making a sale.
Challenges you might encounter in B2B sales include limited potential clients leading to stiff competition, an outdated sales culture, misalignment of sales and marketing resistance to technology, and lack of training. You can overcome these challenges by emphasizing continuous seller training, building a dedicated team, creating a good brand rapport, and showcasing positive feedback stories.