Business to Business Sales Strategies
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How Do Business to Business Sales Strategies Differ from B2C, etc?
Most people will recognise that business to consumer (B2C) sales strategies will fail if used for business to business (B2B) environments. However it goes much further than this if a solution or service is value-add or business critical in nature. In this case we need an entirely different sales strategy than we would when the stakes are perhaps not so high for the customer.
Effective “Customer Aligned” Business to Business Sales Strategies
Remember that the people influencing or making serious or business critical buying decisions will often be putting their career on the line through their choice of supplier and thus decisions will rarely be made lightly. A customer aligned business to business sales strategy would take this into account, constructively supporting the customer situation and pace.
Six Guiding Principles for Effective Business to Business Sales Strategies
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Ask constructive and thought-provoking client-serving rather than self-serving questions. |
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Seek to fully understand the problem, requirements, environment and political dynamics. |
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Seek to identify where you might be able to deliver true value in resolution of the problem. |
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Avoid ever suggesting potential solutions before you have fully achieved the steps above. |
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Hold firm, never “pitching” or devaluing your own offerings regardless of customer tactics. |
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Negotiate a mutually viable deal with the client if and when it becomes appropriate to do so. |
Balanced High Growth Business to Business Sales Strategies
So over and above having good solutions or services, what really differs companies experiencing high sales growth from the laggards? Primarily it comes down to a respect of the fact that those influencing or making serious buying decisions need a constructive supportive approach rather than a pushy salesperson.
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See also Sales Strategy for Growth
Contact PBC for help with business to business sales strategies
PBC also provides sales management coaching services
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Supporting business articles:
Business to Business Sales Acid Test
Business to Business Sales Strategies for Growth
© PBC rev 8.0 June 2011
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