What Is a B2B Sales Strategy?

B2B or business-to-business sales strategy is a sales method between one business organization or entity with another, forming a relationship, situation, or marketplace. B2B sales focus on selling to another company rather than the public market. This type of sales strategy involves business marketing to diverse customers for a long period and eventually selling products or services to them. Businesses consider the prospect business and their industry, turnover, and other factors to determine if they require the goods and are capable of purchase. A B2B sales strategy is a complex web of processes that utilizes sales techniques for different buyer personas and selling situations.

According to the data available from Statista dated July 2021 entitled E-commerce share of total B2B sales in the United States from 2019 to 2023, an estimate of 17 percent of B2B sales through various digital platforms is possible by 2023, amounting to 1.8 trillion US Dollars. Meaning more and more businesses are exploring B2B sales strategies and are successful in the field.

Essential B2B Sales Strategies

Engaging in B2B sales proves difficult in the beginning. The process involves prolonged sales cycles and complicated lead generation tied with fierce competition means a business engaging in B2B must continually adapt to shifts in the industry. Below are effective B2B sales strategies available in different channels that companies can utilize to improve the sales of their products or services.

Understanding B2B Customers: The sales team needs to understand the plausible changes with customer relations and new sales opportunities. The team must be mindful of change indicators, including customers being more demanding. Sales teams must develop multichannel models to accommodate the requests and demands of their customers. Some customers request experts who expect sales representatives to possess an incredible knowledge of their products. Some customers are willing to get the information they need using different channels, including phone calls, web conferences, or video meetings. Companies also request critical information, including customer personas and data analytics, to help predict behavior, increase sales, and form strong relationships. Research about the customers and their companies: In this day and age, an abundance of channels provide information about B2B customers and their companies. From LinkedIn, Google, Facebook, corporate blogs, and company websites, the sources of information are endless. Take the time to research questions about the company of the customer relating to struggles, competition, complaints, and finances. Acquiring answers to these questions allows a deeper understanding of pain points to provide reasonable solutions. Create case studies with present customers: Many buyers take advantage of case studies relating to B2B sales when making purchase decisions. No matter the nature of business and industry, use data leverages to create related case studies. These serve as a critical tool to pique the interest of customers towards products and services through measurable and factual evidence.Understand buyer journeys: The success of planning sales processes relies on the level of understanding about buyers’ journeys, critical to understanding the steps, information, and people. The information allows the organization to align sales and marketing efforts with the customer. To do this, marketing teams find specific leads through capture campaigns and send them back to the sales team for follow-up.Collect feedback for products and services: Obtaining feedback provides room for development and adjustments in price and other aspects. Collect necessary feedback by engaging in website surveys, customer feedback interviews, purchase feedback forms, and email surveys attached to newsletters. Heed customer needs: The best way to learn about customer needs is through direct conversations. Listen to customer needs first and follow with questions about possible solutions. Use open-ended questions and prevent from speaking more than necessary.Content marketing: Content marketing is one of the most common ways of marketing products to customers, providing knowledge and expertise.Research about the competition: Stand out against competitors by identifying the strengths of your product or service and mention these leverages to your prospect customers during the next meeting. It is best to research competitors using social media channels, with LinkedIn being the most prevalent for B2B companies.Utilize CRM systems: Customer relationship management (CRM) systems monitor and track leads, including sales pitches, calls, and emails. Incorporate CRM with analytics to utilize the best strategic plans and decisions. In making these decisions, sales teams must have the measurements and tools.Sell actual business outcomes: Most businesses expect good things to happen through positive results and outcomes. For B2B sales, focus on selling tangible business results. The effectiveness of B2B sales relies on consistent communication with customers to develop products accordingly.Qualify leads: There are two ways to qualify leads for your business. Use BANT (Budget, Authority, Need, and Timing) and GPCT (Goals, Plans, Challenges, and Timeline) analysis to ensure a systematic approach.Face-to-face decision-making meetings: Always choose to sell in person when selling high-quality or expensive products. Put in the extra effort to meet potential customers face-to-face.Don’t be overly aggressive: Guarantee that prospects have enough time to think about investing decisions with the company. Depending on the business size and product price, the process involves a longer time to accomplish. Ensure there is clear communication with customers, especially if it involves company budgets and other conflicts.Be responsive: Service is the key to standing out from competitors. Being more responsive equates to customers wanting to communicate and build relationships. Focus on selling products, keeping in touch after sales interactions, and with queries for support.Multiple payment options: When it comes to B2B, guarantee more than just one purchasing option. A single payment option results in customers looking for better options with better prices and services. Incorporate at least three payment opportunities that best fit their budget and needs.

Components of a B2B Sales Strategy

When it comes to communicating B2B sales strategies, each aspect of the process involves crucial factors for an opportunity to close a sales deal. Guarantee that the following elements of a B2B sales strategy are present for sales conversations. Continue reading the section and incorporate the components for your next business opportunity.

Key players: Identify the key players playing a prominent role in the buying decision process, with the involvement of more and more groups or individuals. It is critical to identify the people responsible for making the buying decisions for a company and be ready to present plausible solutions that positively impact their company.Compelling event: Determine the particular event that prospects are currently experiencing that led them to seek vendors for their organization, whether they went to a company for a partnership or answered a call for a meeting or purchase. The discovery and research often lead to understanding the decision of the prospects and providing an effective purchasing decision.Negative consequences: In identifying the problems a company faces, there are many factors to consider before engaging in a sale. One of them is having to understand the impact on the prospect business. No value comes out without a customer problem. The problem serves as a building block for a possible solution and to help alleviate any further problems or negative consequences for the company in the long run.Positive business results: Prospects will cooperate and coordinate with companies knowing they help envision the future by understanding and uncovering the business outcomes they want to achieve. Ensure that the selling organization understands exactly the wants and needs of the buying business. Without knowing what the buying company wants, the selling business cannot produce plausible and positive solutions to address the problems. Understanding positive business outcomes can aid in mapping business opportunities and buyer goals.Time frames: It helps to identify the time frame of customers when creating B2B sales strategies to provide benchmarks to move the deal forward and create a sale. Determining the time frame allows the business to come up with a plan to move forward or aside from those customers who can currently commit.

How To Develop an Effective B2B Sales Strategy

To increase B2B selling capabilities, regularly look over your B2B sales strategies, especially with the fluctuating shifts in sales approaches. There is a significant increase in accessibility of products and services information through online channels that people trust buyer reviews more than sales representatives. Below are essential steps in creating an effective B2B sales strategy for your business.

  • Step 1: Research and Define the B2B Consumers

    One of the most common mistakes of B2B companies is that they sell to everyone. It is a misconception that having a higher customer base leads to higher revenue. Invest the time and effort to investigate the needs of a buying business. Through a better understanding, the relationship between companies will result in higher credibility. It is advantageous to create Customer Profiles to help in dealing with queries. Being prepared will help your customers view your company reliable and trustworthy.

  • Step 2: Analyze the Niche Market

    After identifying your buying customers, you must analyze the industry ecosystem of the purchasing business. In doing so, it gives a better understanding of how to present products and services with a sales representative providing practical solutions aligned with the needs of the prospect. Include the data analysis and evaluation into the Sales Plan with the help of sales dashboards and other online tools.

  • Step 3: Create Relevant Yet Compelling Unique Selling Position (USP)

    Once the company develops customer personas through competitive analysis and Research Analysis, you can craft a value proposition to present to possible consumers. Ask competitive questions when creating the proposition, including pain points, solutions, and product relevance. By asking a variety of questions, the more you can pinpoint the best resolution to prospects. In delivering your value propositions, utilize a storytelling approach. It is easier to communicate your value proposition by analyzing each element of a consumer’s story and translating that into the sale.

  • Step 4: Build a Customer Relationship Strategy

    Trust and loyalty are the key elements in building a trusting relationship between companies. Instead of speaking more about profitability, inform sales representatives to ask relevant questions about the kind of relationship the company wants to maintain, their expectations, how the relationship impacts the business and the cost of maintaining the relationship.

  • Step 5: Create an Action Blueprint

    For the next step of creating a B2B sales strategy, create an Action Plan to accomplish the sales goals. For starters, identify the elements that will maximize the selling potential of your products or services. These are the KPIs, key activities, and resources to perform the sales. Through this step of the process, you can identify the resources and methods that best fit the prospect description and market accordingly.

  • Step 6: Visualize a Sales Target

    After finalizing your sales plan, prioritize setting up a sales target. Build the sales target according to your current client list and prospect customers. Remove misalignments from the current sales plan and guarantee that the target you set up follows the SMART Goal setting. It also pays to set up a comprehensive timeline that details when to contact buyers, follow-up meetings, and deal closing.


What are the four selling strategies?

Also known as the four P’s of marketing, the four selling strategies include place, price, product, and promotion. The right mix of these strategies is highly beneficial for companies that utilize them correctly. Companies will have an impression that you know what you are doing and that your products or services are of quality, equipped with the best selling price.

How to be a good B2B sales person?

To be an efficient B2B salesperson, utilize different strategies to become more effective in closing deals and getting consumers for the company. You must know your customers, utilize resources well to increase sales, prioritize lead information, use lead recycling, and always be responsive, creative, and genuine.

How to convince your B2B clients?

There are a few things to consider when convincing B2B clients to make purchases. It can come from providing efficient and practical solutions to their problems. It also helps to have a vast knowledge of your product and believe it will do well. Empathizing with your customers and making them the highlight of every sale increases the chances of sealing the deal. Support the sale with quantifiable studies and facts and always go the extra mile to show dedication and support.

Creating B2B sales strategies prove challenging the first time. However, with the right mindset and perseverance in making the customers the priority, it’ll be easier to create a plan that will benefit your company and theirs. Always keep in mind that it is more than just selling your products and increasing revenue. It is about building lasting relationships and creating trust and loyalty with partners that increase your market and brand reach. Start creating comprehensive B2B sales strategies according to the needs of your clients by downloading the documents available in PDF format. Get yours today!