B2B selling is very different than B2C. The reason is there are multiple decision-makers who then influence the ultimate decision maker. That’s why B2B is called a complex sale. If done correctly, B2B can be very rewarding. But, if done by trying to sell to one or two people as in its B2C counterpart, the sales person will be outsold every time by more thorough competitors.
Through this post, we present some essential tips to help you master the skills of B2B selling.
Get to all the decision-makes including the ultimate one
You must learn who all the influencers are and how to get an interview with each. There you must learn their expectations and how they anticipate getting them. This is not about pushing your product/service but learning what each wants. Once this is surfaced, you can expose them and entice them to other benefits you have which they may not have mentioned. In this way you will extract each person’s full vision.
Present to each
A lot of B2B sales people commit the fatal error of giving a group presentation. This is deadly because each decision-maker wants to be sure his or her vision is delivered and each will be reluctant to speak up in a group setting. Therefore, the sales person really won’t know of hidden objections. Those that pursue the one-on-ones will have a distinct advantage.
Then, presentations must focus on what that individual wanted, not what others wanted or what the sales person thinks is important. The sales person must stay on point, especially with C-Suite and top people.
Ask for feedback
After presenting, ask each person how they feel about what was presented. If good, go for commitment or the order. If OK or not-so-good, ask the person to explain the issue and what s/he wants you to do about it. It’s amazing what you’ll hear. Then try to alleviate that problem or walk away.
If you want to enhance and secure your selling future, learn the science of selling using your own prospects and/or accounts with Sam Manfer.