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What is B2B Sales? Definition, Examples, and Strategy

Find out what constitutes B2B sales and B2B sales strategy

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What is B2B Sales?

B2B sales which stands for “business-to-business” sales, is the process of selling products or services from one business to another. In B2B sales, the customer is typically a company or organization rather than an individual consumer.

The products or services sold in B2B sales can vary widely and may be used in the customer’s business operations or resold to their customers. Since multiple decision-makers and stakeholders are usually involved in B2B sales, building client relationships and trust is often crucial.

Difference Between B2B Sales and B2C Sales

B2B sales and B2C sales are two different approaches to selling products or services. The main differences between them can be summarized as follows:

1. Target Customers:

  • B2B sales is focused on selling to other businesses, while B2C sales involves selling to individual consumers.

2. Sales Strategies:

  • B2B sales typically involves a consultative approach, customized solutions, and ongoing account management to maintain long-term customer relationships.
  • B2C sales, on the other hand, is more transactional, with a focus on appealing to the individual customer’s wants and needs.

3. Sales Cycles:

  • B2B sales has a longer sales cycle than B2C sales, often involving a group of decision-makers and more complex requirements.
  • B2C sales typically has a shorter sales cycle and are more straightforward.

4. Transactions:

  • B2C sales often involves high-volume, low-value transactions, while B2B sales involves fewer, higher-value transactions.

5. Marketing Tactics:

  • B2B marketing often involves targeted advertising, content marketing, and relationship building to establish the company as a trusted industry leader.
  • B2C marketing often uses emotional appeals, brand recognition, and price promotions to attract and retain individual customers.

Examples of B2B Sales

  • Companies that produce tire casings sell them to car manufacturers.
  • Supermarkets order items at wholesale prices to sell at higher prices to individuals.
  • Lawyer firms work on corporate cases.
  • Marketing studios prepare strategies and provide content for brands.
  • Basically, any kind of outsourced service provider that works with companies belongs here.

Who is a B2B Sales Representative?

A B2B sales representative (or simply “sales rep”) is a customer-facing professional who seeks and builds relationships with corporate decision-makers to sell the company’s solutions, directly contributing to building relationships between organizations, portfolio growth, and revenue generation.

Following a playbook based on the company’s sales process, B2B sales reps leverage a vast array of professional sales skills, techniques, and tools to build trusted and long-lasting relationships with potential buyers and recommend solutions that best meet their needs.

The range of daily duties of an average B2B sales representative includes:

  • selling organization’s solutions to boost profit (including searching for new potential customers and retaining the existing ones, explaining the product advantages, servicing them in many ways, controlling online transactions and sales, achieving weekly, quarterly, monthly, and annual volume and margin sales targets);
  • building strong relationships with the key customer accounts to maintain a great level of service and customer loyalty;
  • providing customers with an expected budget, payment agreements, and delivery estimates (including drafting contracts, managing pricing, sales data, and activity reports, soliciting purchase orders, conducting post-sale follow-ups);
  • creating periodical reports based on sales;
  • performing different administrative duties;
  • keeping up with  current market trends;
  • monitoring and overseeing the activities of the other sales team members.

B2B Sales Strategy

Corporations are much more sophisticated customers, and they usually look for high-end merchandise and service. There are three parameters that greatly affect B2B sales:

  • The field a B2B company operates in
  • The product a company sells
  • The sales channels a company uses to deliver the product to market

A salesperson working in B2B sales should know how to work with different departments of a buyer’s company. Administrators, secretaries, assistants, managers – they all can participate in the purchasing process. Often different professionals focus on different aspects of a product – price, advantages, perks you are ready to offer, etc.

In B2B sales, the potential market is narrow, and the sales cycle is elaborate. So the process is more complicated in general, but it also takes the company to a whole new level. That’s why some companies practice working with B2B and B2C types of clients simultaneously.

Read also: 

What Is a Sales Funnel?

Guided selling: what it is, why it matters

B2B Sales Process

The B2B sales process is the series of steps involved in selling products or services from one business to another. While the specifics of the sales process may vary depending on the industry and the product or service being sold, there are several common steps that most B2B sales processes include.

The B2B sales process involves a series of steps, including prospecting, qualifying, needs assessment, presentation, handling objections, closing, and follow-up. By following these steps, businesses can effectively sell their products or services to other businesses and build long-term customer relationships.

Key Stages of B2B Sales Process

B2B selling is a sophisticated process that requires a carefully planned, well-thought-out, and successfully implemented sales strategy to achieve success.

The sales process follows a well-defined series of stages, actions, and events, and implies using a wide range of sales methods, chosen depending on the types of buyers and situations.

The number of stages in the B2B sales process is determined by the type of industry in which the company operates and the characteristics of the company itself. Typically, this is a sales cycle of 5-8 stages:

  1. Prospecting:  Prospecting is the first step in B2B sales. It involves researching the market, identifying decision-makers, and developing a lead database. By researching the market, sales professionals can better target their efforts. Identifying decision-makers helps to focus on potential customers who have the authority to make purchasing decisions. Developing a lead database allows for tracking interactions with potential customers and moving the sales process forward. Overall, prospecting sets the foundation for all subsequent stages of the B2B sales process.
  2. Qualifying: The next step is to qualify the leads generated in the prospecting phase to determine which ones are most likely to become customers. This involves evaluating the potential customer’s needs, budget, timeline, and decision-making process. Understanding the customer’s needs helps sales professionals position their product or service as a solution. Budget helps determine affordability and potential for negotiation. Timeline is important for understanding purchasing decision timing and any delays. Decision-making process helps sales professionals tailor their approach to resonate with decision-makers. Overall, qualifying leads helps prioritize efforts and increase the likelihood of success.
  3. Needs Assessment: Once a lead is qualified, the next step is to conduct a needs assessment. This involves gathering information on the customer’s specific needs and requirements and determining how the offered product or service can address those needs. In this stage, salespeople should ask the right questions, actively listen, and tailor their pitch to demonstrate how their solution meets customers’ needs. It’s crucial for establishing trust and building a relationship with the customer, positioning the salespeople as valuable partners to increase the chances of closing the sale.
  4. Presentation: During this crucial stage, salespeople demonstrate why their solution is the best fit for the customer. By showcasing the benefits and features of their product, tailored to the customer’s specific needs, they aim to address any pain points and provide concrete examples of how their offering can help. Salespeople must be prepared to field any question from the customer about the products or services and provide confident and informative answers.
  5. Handling Objections: At this stage, salespeople proactively address any customer concern or objection that may arise during the presentation. These professionals actively listen to the customer and strive to understand their perspective, providing reassurance or additional information to overcome any objections and build trust. It is vital that salespeople are knowledgeable, confident, and concise in handling objections, as this significantly increases the likelihood of closing the deal.
  6. Closing: Once the customer is satisfied with the product or service offered, the salesperson closes the sale. This involves negotiating the terms of the sale, such as price, delivery, and payment terms, and finalizing the purchase agreement. The salesperson must find a price that satisfies both parties, offer flexible payment and delivery options, and address any final concerns or objections the customer may have. Finalizing the purchase agreement through drafting a contract or legal documentation is also necessary for the closing stage. A successful closing requires excellent persuasion, negotiation, and communication skills.
  7. Follow-Up: This is an essential B2B sales stage that occurs after the sale. It involves ensuring customer satisfaction and addressing any issues that may arise. Maintaining ongoing communication with the customer is also crucial for building a long-term relationship that can lead to repeat business and increased revenue.
  8. Check-in: Check-in occurs after the prospect becomes a client, and its purpose is to follow up with the client to ensure their satisfaction and address any outstanding issues or concerns that the client may have. By prioritizing these areas, salespeople can cultivate a robust, enduring relationship that fosters repeat business and revenue growth.

Boosting B2B Sales with Revenue Intelligence

Revenue intelligence tools can boost B2B sales by providing accurate forecasting, data-driven insights, more efficient sales processes, improved customer experience, and competitive advantage. These tools can help sales teams plan their activities more effectively, understand customer behavior and preferences, streamline sales processes, provide personalized solutions, and make data-driven decisions. Ultimately, by leveraging revenue intelligence tools, sales teams can drive revenue growth and stay competitive in today’s fast-paced B2B sales environment.

Revenue Grid’s revenue intelligence platform helps improve sales performance and shifts your CRM from the “view mode” to the “do mode”. Try out Revenue Grid for 14 days for free. No demos, no commitment, no credit card.

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