B2B Sales: The Best Techniques for Selling to Companies

In the business world, transactions between companies – known as B2B ( Business to Business ) sales – play an important role in economic development.

These transactions involve both the sale of products and services from one company to another, requiring specific strategies to achieve success.

But what are the differences between selling to companies and selling to traditional consumers? What are the best techniques and tools? Let’s understand everything in this post!

What are B2B sales?
B2B sales refer to commercial transactions between two companies .

Unlike B2C ( Business to Consumer ) sales , where companies focus on attracting and converting individual consumers, B2B sales can involve complex negotiations between organizations – from purchasing raw materials to acquiring specialized services.

In the B2B scenario, purchasing decisions are often made by a team of stakeholders , requiring more personalized and strategic sales approaches. This means that there are several internal stakeholders within the client company who play important roles in purchasing decisions.

These stakeholders can represent different departments, such as:

financial ;
operational;
information Technology;
between others.
Each of these stakeholders may have different requirements and criteria for making a purchase decision. Therefore, in B2B sales, it is essential to understand the needs and expectations of all these stakeholders in order to develop more personalized and strategic sales approaches to meet the different demands of the decision-making team.

This is why the relationship between the seller and the buyer in B2B sales is generally more lasting, highlighting the importance of building trust and offering solutions tailored to the specific needs of the client company.

Read also | What is pre-sale and when to implement it in your business

Why are B2B sales different from B2C sales?
B2B and B2C sales share the fundamental goal of generating revenue, but their approaches and dynamics are distinct.

In B2C sales, the focus is on attracting the attention of the end consumer , often through more massive marketing strategies aimed at the general public.

In contrast, B2B sales involve a more complex and structured process . Some characteristics of B2B sales are:

Longer sales cycle : The B2B sales cycle Germany WhatsApp Number List is often longer as decisions are made by committees and involve multiple stages of approval.
Ongoing relationships : B2B sales require building strong, long-term relationships. This means providing after-sales support and being available to solve problems.
Rationality-driven decisions : B2B purchasing decisions are largely driven by logic and tangible benefits. Buyers look for solutions that solve specific problems and add value to their business.
Read also | Sales team: how to form, organize and train this team

The main B2B sales techniques
As we have seen, B2B sales tend to be more complex, as in addition to involving different decision makers, they also take longer to close.

The main techniques are:

Deep customer knowledge
Deeply understanding your customer’s needs and challenges is one of the first steps in B2B sales. This means doing extensive research on the client company , its industry, competitors, and all other aspects of the market.

Consultative Approach
Rather than simply selling a product or service, B2B sales takes a consultative approach.

In this case, salespeople need to highlight that the solution can solve the customer's specific problems and bring measurable benefits. This is when sales arguments need to be well constructed.

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