{"id":658,"date":"2022-01-07T20:30:00","date_gmt":"2023-09-04T20:30:53","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=658"},"modified":"2023-10-27T10:35:49","modified_gmt":"2023-10-27T10:35:49","slug":"b2b-sales-techniques","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/eu\/blog\/b2b-sales-techniques\/","title":{"rendered":"10 successful B2B Sales Techniques in 2022"},"content":{"rendered":"\n

B2B sales are being transformed by B2B ecommerce<\/a>. Omnichannel experiences<\/a> are now becoming as commonplace as they are in B2C ecommerce. Younger, savvier B2B buyers expect 24\/7 engagement in all their favourite places. <\/p>\n\n\n\n

It\u2019s no longer enough to have a website and a friendly attitude. Businesses need the right information, the right strategy, and an arsenal of digital solutions<\/a>.<\/p>\n\n\n\n

What do B2B customers want?<\/b><\/h2>\n\n\n\n

B2B buyers have different priorities than B2C customers. Since B2B buyers are often making high-value purchases to meet specific needs, they\u2019re not likely to buy impulsively. They also have to think about long-term issues and work with multiple departments. This makes their customer experience more complex than a B2C consumer\u2019s. In other words, the B2C consumer buys emotionally; the B2B buyer purchases logically. <\/p>\n\n\n\n

Three things that B2B customers look for:<\/b><\/h3>\n\n\n\n
    \n
  1. \n

    Instead of marketing blasts, B2B buyers want to be presented with detailed information that\u2019s easy to access.<\/p>\n<\/li>\n\n\n\n

  2. \n

    The majority of B2B buyers find speaking to a salesperson helpful during the research process but prefer to avoid it when reordering. Setting up one-click reordering or recurring subscriptions can help win over the B2B buyer.<\/b><\/p>\n<\/li>\n\n\n\n

  3. \n

    B2B buyers are looking for products that meet rational pre-set criteria. They may already have a list of requirements around price and performance, so B2C revenue-drivers like upselling and cross-selling aren\u2019t effective B2B sales techniques. <\/p>\n<\/li>\n<\/ol>\n\n\n\n

    How do you succeed in B2B sales?<\/b><\/h2>\n\n\n\n

    B2B ecommerce isn\u2019t B2C ecommerce, and even today there are some differences when selling. But that doesn\u2019t mean that businesses should approach B2B sales like it\u2019s still the 1990s. <\/p>\n\n\n\n

    Today\u2019s buyers and purchase influencers are young, savvy products of the digital age. They expect personalised engagement and omnichannel experiences. And they want sellers to meet them on their home turf, whenever they please. Throw in their attention to ethical practices, and the old B2B sales playbook can be ripped up and thrown in the bin next to the fax machines and rotary phones.<\/p>\n\n\n\n

    To thrive in B2B sales today, companies need to focus on giving buyers what they want: a sleek, highly tuned digital experience<\/a>. Here are some ways to drive B2B sales:<\/p>\n\n\n\n

    Top 10 successful B2B sales techniques<\/b><\/h2>\n\n\n\n

    1. Research and know your prospect<\/b><\/h3>\n\n\n\n

    Research is an important aspect of every sales process, but understanding the needs of the prospective B2B buyer is especially important. B2B buyers often have tight remits and complex queries, so getting to grips with their industry and potential concerns is key. <\/p>\n\n\n\n

    2. Collaborate with other teams to get a single view of the customer<\/b><\/h3>\n\n\n\n

    According to the Salesforce e-book, Transforming the B2B Sales Function<\/a>, 86% of B2B salespeople say that having a connected view of customer data<\/a> across marketing, sales, and service is important for increasing customer satisfaction<\/a>. <\/p>\n\n\n\n

    With digital solutions like Salesforce\u2019s Commerce Cloud<\/a>, B2B organisations can connect their departments and provide a 360 view of the customer. <\/p>\n\n\n\n

    3. Make use of AI and machine learning<\/b><\/h3>\n\n\n\n

    AI and machine learning<\/a> are reinventing both B2B ecommerce and B2C ecommerce, surfacing the most promising leads and suggesting the best steps. Salesforce\u2019s research<\/a> reveals that high-performing sales teams are 4.9 times more likely than underperforming sales teams to have already used AI to provide opportunity insights and intelligent forecasting. <\/p>\n\n\n\n

    4. Use automation and self-service options<\/b><\/h3>\n\n\n\n

    Digital solutions allow sales agents to do what they do best: sell. This may seem like it shouldn\u2019t be an issue, but the average salesperson spends over 65% of their time on non-selling activities<\/b>. Using automation and introducing self-service options can let salespeople tend to their customers. <\/p>\n\n\n\n

    5. Quickly respond to queries<\/b><\/h3>\n\n\n\n

    This is an easy one. Many B2B customers complain about slow response times, so the companies that respond quickly will win over those customers. In a world of 24\/7 engagement, there\u2019s no excuse for snoozing on the customer experience. <\/p>\n\n\n\n

    6. Become a trusted advisor, not just a sales rep<\/b><\/h3>\n\n\n\n

    High-value B2B sales tend to be impactful across the entire organisation, so there\u2019s a lot of anxiety about getting it wrong. Understanding the pain points of the B2B buyer is important \u2013 offering solutions is even better. According to Salesforce\u2019s State of the Connected Customer report<\/a>, 78% of B2B buyers seek salespeople who can function as trusted advisors. <\/p>\n\n\n\n

    7. Build relationships<\/b><\/h3>\n\n\n\n

    In the end, B2B is really P2P \u2013 person to person. B2B relationships tend to last longer than B2C relationships<\/a>, which are often one-and-done purchases. So when communicating with potential leads, try to engage with decision-makers personally. <\/p>\n\n\n\n

    8. Earn trust<\/b><\/h3>\n\n\n\n

    Young B2B buyers are more attuned to ethical messaging than their predecessors. Altruism may have been considered less important than something like cost-value relationship on Maslow\u2019s Hierarchy of Needs model, but it\u2019s a decisive factor for millennials. <\/p>\n\n\n\n

    These younger B2B buyers tend to only approach sellers after they\u2019ve already done their research, and they\u2019re not likely to approach at all if it appears that your values don\u2019t align with theirs. <\/p>\n\n\n\n

    9. Get social<\/b><\/h3>\n\n\n\n

    Engaging customers in the places where they spend their time makes sense, so B2B organisations need to up their social media game. Studies have shown that 20% of business users<\/a> now use social media as their primary form of communication, so don\u2019t neglect the value of these channels in B2B sales. <\/p>\n\n\n\n

    10. Capitalise on FOMO like a B2C<\/b><\/h3>\n\n\n\n

    It\u2019s true that B2B buyers don\u2019t make emotionally driven purchases in the same way that B2C customers do. It\u2019s also true that they\u2019re only human. B2B buyers want to know that they\u2019re not falling behind their competitors, so make sure to share plenty of customer success stories highlighting the benefits of new products or services.<\/p>\n\n\n\n

    Hit the lights: it\u2019s time for B2B ecommerce to shine<\/b><\/h2>\n\n\n\n

    For companies without the right tools, B2B ecommerce channels are empty stages waiting for a story to be told. For companies that have prepared for this moment, the excited customers are already queuing up. It\u2019s time to roll out the red carpet, open the doors and raise the curtain \u2013 B2B sales is ready for its spotlight. <\/p>\n\n\n\n

    To read more about how B2B ecommerce is set to take off, check out the Forrester report, \u201cB2B Embraces Its Omnichannel Commerce Future<\/a>\u201d.<\/b><\/p>\n\n\n\n

    <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

    Discover 10 B2B sales techniques to deliver better customer experiences.<\/p>\n","protected":false},"author":1,"featured_media":660,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"abf953dc7a8048aca8b49cedf082154d","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[274,4,238],"sf_content_type":[],"coauthors":[26],"class_list":["post-658","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-reports","sf_topic-sales","sf_topic-customer-relationships"],"yoast_head":"\n10 successful B2B Sales Techniques in 2022 - Salesforce<\/title>\n<meta name=\"description\" content=\"Read this blog to discover 10 B2B sales techniques to succeed in B2B sales and deliver better customer experiences.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/eu\/blog\/b2b-sales-techniques\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"10 successful B2B Sales Techniques in 2022\" \/>\n<meta property=\"og:description\" content=\"Discover 10 B2B sales techniques to deliver better customer experiences.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.salesforce.com\/eu\/blog\/b2b-sales-techniques\/\" \/>\n<meta property=\"og:site_name\" content=\"Salesforce\" \/>\n<meta property=\"article:published_time\" content=\"2023-09-04T20:30:53+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-10-27T10:35:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/09\/b2b-sales-techniques.png\" \/>\n\t<meta property=\"og:image:width\" content=\"500\" \/>\n\t<meta property=\"og:image:height\" content=\"281\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Salesforce EMEA\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Salesforce EMEA\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/b2b-sales-techniques\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/b2b-sales-techniques\/\"},\"author\":[{\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/#\/schema\/person\/image\/cc3d1dd31ff62229e58df71e24b819ac\"}],\"headline\":\"10 successful B2B Sales Techniques in 2022\",\"datePublished\":\"2023-09-04T20:30:53+00:00\",\"dateModified\":\"2023-10-27T10:35:49+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/b2b-sales-techniques\/\"},\"wordCount\":1082,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/b2b-sales-techniques\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/09\/b2b-sales-techniques.png\",\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.salesforce.com\/eu\/blog\/b2b-sales-techniques\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/b2b-sales-techniques\/\",\"url\":\"https:\/\/www.salesforce.com\/eu\/blog\/b2b-sales-techniques\/\",\"name\":\"10 successful B2B Sales Techniques in 2022 - 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