Whether you’re building a new B2B sales strategy from scratch or improving an existing one, these fundamentals can help.
Unlike B2C, B2B sales involve multiple stakeholders with different roles and priorities. This can extend the buying process and require more research.
Learn how to give prospects a delightful B2B sales experience and close more sales.
1. Identify Your Target Market
A B2B sales strategy must address the unique needs of your target market. This can involve identifying the key decision makers in each business.
A good starting point is to look at the demographic and geographic profiles of your existing customers. This will help you understand their needs and how your product fits into those needs. Focus on benefits and not features.
2. Develop a Unique Selling Position (USP)
USPs are key to attracting the right customers and distinguishing your business in competitive markets and niche industries. A strong unique selling proposition is instantly recognizable and conveys value to your prospects.
Use customer surveys and other research tools to understand your customers and what makes your business stand out. Focus on the benefits of your product and communicate that to your ideal customer.
3. Create a Marketing Strategy
Closing a deal is one of the most rewarding experiences for any sales team. But getting there is a lot harder than it seems.
B2B sales is the process of selling a product or service to another business. This is different from B2C, which is the process of selling to individual consumers.
To effectively sell to businesses, you need a clear sales strategy. This includes identifying key demographics, developing an ideal customer profile, and creating a marketing strategy.
4. Create a Sales Strategy
Creating a sales strategy is one of the most important aspects of your business. This is because it outlines how your sales team will position and sell your product or service to customers.
A good sales strategy should include a reliable qualification process that targets leads in a meaningful way. This will help your team avoid wasting time on unqualified prospects.
5. Create a Lead Generation Strategy
Having a well-functioning sales pipeline is vital to meeting revenue goals. This can be accomplished by aligning marketing with sales, and relying on multiple prospecting strategies to ensure that prospects meet your ideal customer profile.
This could include tracking intent data tools to identify buyers who might be interested in your product. This information can be used to qualify the lead and move them to the next stage of the pipeline.
6. Create a Sales Funnel
At the bottom of the sales funnel, you want to nurture your leads. This can be done by sending them relevant content, such as free downloadables or discounts.
A well-defined sales funnel can make your prospects more likely to become customers. It can also improve the efficiency of your sales process by minimizing wasted efforts. This is especially true when it comes to cold outreach and closing.
7. Create a Sales Pipeline
Collect, organize, and analyze data to refine your sales pipeline. Use historical data to create or update buyer personas and set realistic numbers for likelihood to close at each stage of the pipeline.
During the proposal and negotiation stages, establish clear criteria to determine if a deal is viable or if it should be abandoned. This will help your team stay focused on the most qualified leads.
8. Create a Sales Close
B2B sales often involve a long and winding process. By having a close plan in place, you can ensure that you are working efficiently and that your prospects have everything they need to make an informed decision.
A thermometer close is a technique where you ask the prospect to score how interested they are in your product on a scale of one to 10. This can help you gauge their interest level and identify any objections.
9. Create a Customer Success Strategy
Customer success is a proactive approach to helping customers get value from your product or service. This helps to improve retention and upsell/cross-sell opportunities.
To create a successful customer success strategy, it’s important to hire people who genuinely care about your customers. This means hiring individuals who have empathy, resiliency, and adaptability. It also means being responsive and transparent with your customers.
10. Create a Customer Retention Strategy
Businesses invest a lot of time and money in attracting new customers. To keep them around, it’s essential to create a customer retention strategy.
One way to do this is by creating a community forum for loyal buyers. This can help them get answers to questions that they might have about your products. It also helps keep you top of mind for them when they are considering making another purchase.