What is B2B Sales? Process, Methodology & Expert Tips
Reading Time: ~2 Mins | Written By: Shane Gibson
B2B selling or Business to Business selling is a discipline of selling where sales professionals who work for one business sell that organization's products and services to other businesses.
B2B sales can include a simple transaction over a quick phone call that might take minutes, but this is a rarity. Most B2B sales take weeks or months, involve larger transactions and according to Gartner research include 6 or more buyers or buying influencers. B2B sales to fortune 1000 companies is often referred to as Enterprise Sales.
B2B Sales Process
B2B sales processes tend to have more steps in comparison to B2C sales. Following a proven process includes:
Lead generation and/or prospecting
Qualification (often done by an initial call by an SDR)
Discovery
Demo or presentation meeting
Solution development
Quote or proposal
Negotiation and/or Closing
Delivery and/or customer success
One important thing to note is with multiple decision makers involved, each step requires the buy-in and support from more than one person. Your approach and process must account for this complexity.
B2B Sales Methodology
The sales process is the steps one takes to complete a sale, the methodology is how we execute each step. There are many sales methodologies out there that share different approaches to conducting a discovery meeting, effectively prospecting, or negotiating the deal.
Most methodologies share similar principles but use slightly different language to describe timeless sales truths. Many will argue that their methodology is superior but if you look hard enough you will find salespeople applying many different methodologies and succeeding. The key is to pick one, follow it consistently and master the principles. Some of the most established or well-respected sales methodologies or methodology providers would include:
GAP Selling
Solution Selling
The Challenger Sale
SPIN Selling
Sandler Sales System
The Professional Sales Academy
Jeb Blount’s Sales Gravy
Most of these methodologies have a few things in common:
They’re client centric and focused on helping customers solve a problem or achieve a goal.
Most of the approaches follow a consultative and disruptive sales approach where they assess client needs yet also lead the client and challenge them to see a different perspective at times.
None of them are hard-sell or manipulative in nature.
Tips on Effective B2B Sales:
Have a well-defined ICP (Ideal client profile)
Use an omni-channel approach to prospecting
Practice 70/30 selling
Customize your offering (specifically for each prospect and client)
Build your business acumen continually
Become a master of follow-up and follow-through (lead nurturing)
