Learn what being a member does for you
The Seller Styles
See a summary of all our programs and certifications
Certified Professional Sales Person(CPSP®)
Develop your potential as a certified sales professional
Certified Professional Sales Leader(CPSL®)
Grow your impact as a certified sales leader
Certified Master Sales Professional (CMSP®)
Join the elite group of sales professionals and leaders
Certified Master Sales Trainer (CMST®)
Advanced Sales Influence (ASI)
Take your influence and leadership to the next level.
Certified Professional Sales Associate (CPSA®)
Learn foundational sales behaviors, strategies, and skills
Power of Contact Marketing
Learn from marketing expert and author Stu Heinecke
Join the top 1% of sales professionals in the world.
Next Level Virtual Coaching
Join our ongoing dynamic virtual coaching community
Explore job postings from some of the best companies in the country looking for sales professionals
Daily Dose of Influence!
Enjoy our video series of influence tips and strategies
Leads To Growth
Dig into our podcast featuring industry leaders and experts
Learn from our high-level sales coaching video series
Women of Sales & Influence – Facebook Live Series
Be inspired by our Facebook Live series spotlighting top women influencers
Women of Sales & Influence – Video Blog
Enjoy valuable, high-level sales strategies to empower your sales goals
The Growth Quotient
You’ve heard about IQ, but what is your GQ?
Our Commitment to You
We are here to help your approach to sales, how you interact with others, and how you perform and execute
NASP Sales Blog
Learn from our member-submitted articles for sales professionals
About Our CEO
Standards of Conduct
Common Questions and Answers
Are you struggling to close B2B deals? Are you looking to gain valuable insights into B2B sales? Then this Ultimate B2B Sales guide is for you.
From the basics of the sales process to proven tips and strategies for closing more deals – this guide is packed with actionable information you can apply today in the B2B world.
Whether you’re looking to develop your sales skills or just starting, this guide is aimed at adding value and helping you reach your B2B sales goals. Let’s dive straight in.
B2B Sales is the process of selling products or services to other businesses, rather than selling directly to consumers.
It involves a deep understanding of your customer’s needs, providing valuable insights and solutions, and consistently delivering on your promises.
B2B sales typically involve longer and more complex sales cycles, as well as multiple decision-makers within a company. B2B sales also often involve larger deals and contracts.
In contrast, B2C sales tend to be more transactional and involve direct communication with the end consumer.
“Want to be the B2B sales MVP at your company? Make sure you understand the difference between selling to businesses and selling to grandma Susan at the local farmer’s market.”
B2B sales are crucial for the success of many businesses, as they provide the steady revenue needed to sustain and grow the company.
By refining your B2B sales skills, you will increase your chances of closing deals and achieving your business’s growth goals.
With the right strategies, techniques, and mindset, you will close deals like a boss . “But where do I even begin?”
It’s time to dive into the nuts and bolts of the B2B sales process and how to acquire, pitch and close your deals. Buckle up, grab a cup of coffee (or adult beverage of your choice), and let’s go.
In this section, we’ll cover the 4 Key steps in the B2B Sales process:
The first step in the B2B sales process is identifying and qualifying potential customers.
Research companies that are likely to be interested in your product or service and see if they have the budget, authority, need, and timeline to buy from you.
Think of it like online dating but for business, you need to make sure they’re a good match before you invest your time and energy.
In B2B sales, as in marriage, trust is key. By establishing trust with your customers, you increase the likelihood of closing a deal and succeeding in the long run.
In B2B Sales, this involves:
“Building trust with your potential B2B customers is like dating – it’s all about your approach and timing. Work on perfecting both, and you’ll be closing deals in no time!”
Once you’ve established a relationship with a potential customer, it’s time to present your product or service and show how it can solve their problems and meet their needs.
Be sure to tailor your pitch to your specific customer and highlight the unique value your offering provides.
“Keep in mind, your prospects are not just buying a product, they’re buying a solution to their problem.”
After you present your product or service, it’s time to move on to negotiation and closing.
This involves discussing the details of the deal, such as pricing and contract terms, and addressing any final objections or concerns the customer may have.
It’s important to have a strong understanding of your offering’s value proposition and be prepared to compromise when necessary.
Remember, “The art of negotiation is the art of compromise, not the art of winning.”
In the world of B2B sales… expect the unexpected. Whether it’s dealing with long sales cycles, multiple decision-makers, or unexpected objections – these challenges can make or break a deal.
With that in mind, and with the right mindset and gameplan, you can overcome these obstacles and close like a boss.
Let’s dive into the most common challenges in B2B sales and explore how to tackle them head-on.
A big challenge in B2B sales is managing long sales cycles. It can take months, or even years, to close a deal. The key to success is staying patient and consistent.
Keep in touch with your potential client, build trust and relationships, and remind them of the value of your product or service.
Objections are a normal part of the sales process and can often be turned into an opportunity to build trust and credibility. When faced with an objection, always listen actively and understand the customer’s concerns.
Give them relevant information and solutions to address their concerns, rather than dismissing them.
B2B sales often involve multiple decision-makers. Many chefs in the kitchen. Each decision-maker may have different priorities, concerns, and decision-making styles.
To handle this, it’s important to understand the decision-making process, identify the decision-makers and build relationships with each of them.
Don’t let this ruin the pot. By understanding their needs and concerns, you can tailor your message and solution to meet their specific requirements.
“Setbacks are just a normal part of the process. Just keep grinding and making moves, you got this!”
“Setbacks are just a normal part of the process. Just keep grinding and making moves, you got this!”
In today’s complex B2B sales landscape, the key to success is often the ability to generate a steady stream of high-quality leads. Without a steady flow of leads, it can be difficult to reach your sales goals and grow your business.
Let’s take a look at 3 of the most effective strategies for generating leads in the B2B space.
One of the most classic and effective lead-generation strategies for B2B sales is cold calling. Cold calling can be a bit of an art, but with the right approach, you can make it work for your business.
Some key tips for successful cold calling include:
Remember, not all at once. The goal of a cold call is to start a conversation and build a relationship, not to close a deal on the spot.
Making connections with other professionals in your industry is a great way to get your name and your business in front of potential clients.
Attending industry events, joining professional organizations, and reaching out to other businesses in your network can all be effective ways to grow your network and generate leads.
Additionally, word-of-mouth referrals can be incredibly powerful in B2B sales.
Your current satisfied customers can serve as advocates for your business, which can help to establish credibility and build trust with potential clients. Leverage their networks and tap into their relationships to gain new connections and leads.
However, nothing beats a happy customer willing to sing your praises to their network, just be sure to ask them to do it.
Online marketing and social media tools play a big role in generating leads in today’s B2B sales landscape.
With a strong online presence, including a professional website and social media accounts, you will reach a wider audience and make it easier for potential clients to reach you.
Also, using paid advertising, email marketing, and SEO can help you reach new audiences and generate higher-converting leads.
“Networking and Building Referrals in B2B Sales can be a slow burn, much like foreplay. But with patience, persistence, and a little bit of flirting, you’ll be generating leads and closing deals in no time.”
As a B2B sales professional, it’s key to have a clear and effective sales process in place. This is where sales methodologies and frameworks come in. They give you a structured approach to selling and can help you close deals and achieve your sales targets.
In this section, we’ll cover:
When it comes to B2B sales, there are many methodologies. Some of the most popular include:
Each approach has its unique benefits and can be effective in different situations.
It’s important to research and understand the key principles of each methodology before choosing the one that’s right for your team. Do the homework.
Choosing the right sales framework for your B2B team is an important step to ensure success.
To do so, consider the following factors:
Once you’ve chosen the framework that best aligns with your business, it’s important to ensure that all team members are trained and comfortable using it.
Okay! You’ve chosen the right sales methodology for your team, now how do you implement it?
Create a plan for training and rollout and make clear guidelines for how to use the methodology in practice.
Additionally, it’s important to track and measure the success of the methodology and make adjustments as needed. To do this, conduct regular performance reviews, and track key metrics such as conversion rates and revenue.
“When you measure and optimize the implementation of the sales methodology, you increase the chances of success in B2B sales.”
Whether you’re building relationships with potential clients, presenting your products and services, or negotiating and closing deals, having strong communication skills makes all the difference.
In this section, we’ll explore the different elements of effective communication in B2B sales, and provide tips and techniques for mastering each one.
One of the most important aspects of communication in B2B sales is building a strong rapport with your clients. This means understanding their needs, concerns, and goals, and showing them that you truly care about helping them succeed.
By building a strong rapport, you’ll create a deeper connection with your clients, and make it more likely that they’ll trust you and want to ‘get into bed with you’.
In B2B sales, as in all sales, you need to know the value proposition of your products and services. And how to communicate this to your customer.
This means being crystal clear when you explain how your offering helps your clients to:
By focusing on the value that your products and services provide, you can capture your client’s attention and interest and make them more likely to buy.
Finally, in the final stages of B2B sales, it’s important to master the art of closing deals. This means having a strong understanding of your clients’ needs and concerns and being able to address any objections or hesitations they may have.
By using powerful closing techniques, you’ll be able to move your clients toward a purchase decision, and help them see the value in what you have to offer.
Whether it’s using a sense of urgency, building rapport, or addressing objections, using the right closing techniques will set you up for a successful sale.
It’s crucial to have a culture that values and rewards success, a team of top-performing salespeople, and a sales process that’s smooth and efficient.
Let’s discuss the 7 aspects of building a high performing B2B sales team:
Creating a sales-driven culture within your B2B organization is crucial to building a high-performing sales team.
This means fostering a culture of:
By creating a culture that values and rewards success, you’ll attract and retain top-performing salespeople who are driven to succeed.
You can achieve this through regular communication of sales targets and progress, training and development opportunities, and recognition of high-performing salespeople.
Look for candidates with a strong work ethic, excellent communication skills, and a deep understanding of the B2B sales process. You can do this by conducting thorough interviews and assessments and verifying references.
Once hired, provide comprehensive training that includes both product and sales skills, as well as ongoing coaching and development to keep your team sharp and motivated.
There are many sales coaching techniques for you to reference and craft your own. This involves regular one-on-one meetings, performance reviews, and providing constructive feedback.
Additionally, sales coaches should provide ongoing training and development opportunities that keep salespeople up-to-date on industry trends and best practices.
Coaches should also help their salespeople create a plan to hit their sales targets.
This includes setting both individual and team-wide targets, as well as creating performance metrics that accurately track progress towards these goals.
By setting and tracking these metrics, sales managers can identify areas of improvement and address any issues on time.
This can also help in identifying top performers and allocating leads or opportunities accordingly.
High-performing B2B salespeople should be recognized and rewarded for their efforts.
This includes not only financial incentives, but also opportunities for advancement, additional training and development opportunities, and other forms of recognition.
By developing and rewarding top-performing salespeople, you’ll increase their motivation and job satisfaction, which will ultimately lead to better performance.
Managing and motivating a remote B2B sales team can be tough. To lighten the load, you need the right tools and strategies in place. One of the key things to consider when managing a remote sales team is communication.
With the lack of face-to-face interactions, it’s crucial to establish clear and consistent communication channels, such as regular video conferencing and team messaging platforms.
Additionally, setting clear expectations and goals, as well as providing regular feedback and coaching, can help ensure that remote sales team members stay motivated and engaged.
Continuous learning and development are essential for building a high-performing B2B sales team.
This includes providing training on the latest industry trends, techniques, and best practices, as well as encouraging sales team members to attend industry events and conferences.
Additionally, it is important to provide opportunities for internal learning and development, such as mentorship programs, internal training sessions, and shadowing opportunities.
By investing in the development of your sales team, you’ll be better able to retain top talent and achieve better sales results.
As the saying goes:
“Give a salesperson a tool and they’ll sell for a day, but teach them to use a sales enablement strategy and they’ll sell for a lifetime.”
Sales enablement is the process of equipping your sales team with the necessary tools, resources, and training to effectively engage and convert prospects into customers.
This can include things like product training, sales enablement technology, and content marketing.
When done correctly, it can lead to increased sales productivity, improved customer engagement, and ultimately, more closed deals.
When it comes to creating an effective sales enablement strategy, it’s important to start by understanding your sales team’s needs and goals. This involves:
From there, it’s important to choose the right sales enablement technology, create and curate relevant content, and provide ongoing training and support.
Measurement is key to understanding the effectiveness of your sales enablement efforts. You can measure success by looking at metrics such as:
By regularly monitoring these metrics, you can make data-driven decisions to improve the performance of your sales enablement program and ensure that your sales team is armed with the resources they need to close more deals.
In conclusion, prospering in B2B sales is a complex and challenging prospect. There’s no one-size-fits-all solution for success. But, with the right mindset, strategies, and resources, it’s possible to become a high-performing B2B sales professional.
Don’t be afraid to experiment with different tactics and see what works best for you. But don’t just take my word for it, try putting these strategies into action and see for yourself.
And as always, if you’re looking for a little extra help, don’t forget to browse the National Association of Sales Professionals (NASP) website. Indulge in a wealth of information and resources for B2B sales professionals.
Thanks for reading and happy selling!
About the author