19 February 2015
What sets a leading-edge sales team apart from the competition, especially in the B2B marketplace? We talk through 10 sure-fire ways to enhance B2B selling in your organisation. Relevant across the board, this can particularly help businesses with a limited access to sales targeted resources like pipelining. Let’s take a look.
10 of our most successful B2B Sales Strategies
Even if your sales team is starting out cold, setting sail in the right direction is all about quantifying quality leads. Where are you going to focus your energy and attention? Who are your targets? Brainstorming and coming up with a comprehensive list with as may leads and as much information as possible will help. Think previous customers, contacts, enquiries, and contacts. Your list of prospects is your treasure map, building on this and qualifying as you go along provides a bounty of its own.
2) Research – knowledge is power!
Do your research. Knowledge about the industry goes a long way. What are some of the current challenges that your product/service can assist with? Know what you competition is doing so that you can ‘one-up’ their proposition if they are mentioned. A quick Google before a call as well as thinking specifically how your service might help relevant areas of their business will go a long way to help you demonstrate ideas around value add.
3) Sales savvy – know your lines
Sales executives need to know how they are going to approach prospects to have a successful conversation. For many teams, the use of a call script is very beneficial as it guides the call through the sales process; often using a series of questions for lead generation. Business decision makers or C-level executives do not have time for unprepared, unstructured, speculative calls, so teams need to ensure B2B touch points care prepared, effective and demonstrate value straight-up answering the questions: ‘Who are you? And what can you do for me?
4) Infectious confidence
We come at this from two angles. It’s important that you have achieved an inherent confidence in yourself, that is easy to spot, and assures the potential client who you are talking to that you are confident, professional, have something of value to offer and will deliver on promises. Closely related is your strong belief in the company you are working for and the products and services on offer. Knowing not just what you do, but also how engaging with your business can deliver real benefits is what your B2B customer really wants to hear. Having some current examples, and case studies can go a long way to supporting your proposition.
5) Unlocking secrets with open-ended questions
By asking the right questions, and then really listening your prospects will tell you everything that you need to know to then close the sale. Asking really great probing questions will get your prospects to open up, and also make them feel you are interested. It builds trust and favour, and allows you to respond direct to their actual needs. ‘Explain to me how” and good old “Why” are always winners.
6) Position yourself as a trusted advisor
This is what really separates the leaders from the rest. Positioning yourself and your company as a trusted advisor will ensure your customers will buy from you. It’s worth learning and training up your team so they are essentially expert in the areas where they are selling. For example if you are selling a phone system – then learn your product, and also know what’s happening in businesses and the industry. How can you help? What’s new? Why will your solution work better in this instance? Having a wide range of promotional assets including your website, industry papers and a target email marketing strategy, allows prospects to build their own knowledge, establishes awareness and add facilitates confidence to engage with your brand.
7) Speak at their level, and in their language
Inherently linked with the above, this goes beyond reading from a scripted guide, and gives sales manages an advantage. Know who you are talking to and learn the lingo. For example if you are talking primarily with CFO’s you’re going to want to speak around ROI, budgets and CapEx while a HR manager may be more interested in ideas around well being and cultural impacts etc. Meet them on their level.
8) Tracking the Process – Don’t forget to close
You have probably heard the ‘always be closing’ line before, and this is always true in sales, even in B2B. At every touch point comes the opportunity to close/engage the client into business. This might not specifically be a sale, but can include arranging a meeting, or permission to send a sample. It’s important to build the relationship, but not lose sight of the end goal.
9) Seeking and pursuing referrals
Get more leads. This is fairly self-explanatory, but always remember that the person you are speaking to may be a gateway to your next big customer. If things are going well – ask for that referral – keeping in mind the mantra of ‘don’t ask, don’t get’.
10) Network! Network! Network!
Every day and every conversation is an opportunity to network, spread awareness of your brand. This of yourself as a brand ambassador at all times. Keep business cards on hand, link across social and professional networks such as linked in, and make the most of industry events. Smile and connect – think of it as fun and watch your prospects naturally come to you!
Want more ideas on marketing and B2B sales strategies that work?
Get more B2B sales strategies and B2B marketing ideas before you begin! Download the complimentary ebook – B2B Demand Generation: Tips + Tactics – All of our B2B lead generation and marketing posts over the years, condensed into an easy to follow guide.
Let’s talk about ways to generate leads and maximise your sales potential. Get in touch with the team!