B2b Sales: How It Works, Techniques And Example

B2B Sales: How They Work & Why They Matter

Do you want to know how B2B sales work and why it’s different from traditional sales to individuals? If you treat all your clients the same, whether they are companies or individuals, you are probably not getting the best results. 

In recent years, B2B sales have evolved to adapt to customer needs, and most companies have migrated their sales processes to a digital environment. In fact, 84% of business consumers used digital channels more in 2024.

Let’s explore what B2B sales are, how they work, strategies with practical examples to apply in your own business.

What are B2B sales and what are their characteristics?

A B2B (Business-to-Business) sale occurs when a company markets its products or services to other companies. For example: let’s say you have a company that sells printer ink cartridges to other companies. Instead of one person buying one ink cartridge, a company needs to buy dozens and get approval from a manager or decision-maker. That’s why B2B companies need a team of professionals who are highly trained in this type of sales. 

On the other hand, B2C (Business-to-consumer) sales are carried out directly from a business to end consumers. For example: continuing with the example of the sale of ink cartridges, the consumer only needs to buy one or two cartridges and the decision to do so is his or hers. He or she does not need the approval of a manager or superior. The main characteristics of B2B sales that also differentiate it from B2C are:

• Longer sales cycle: With the exception of real estate, luxury goods, and automotive industries, B2C consumers make their purchasing decisions based on quick needs and emotions. On the other hand, B2B buyers typically look for a measurable advantage, a logical solution, or an ROI that justifies the investment. 
• Educated Clients: B2B clients tend to have much higher standards than B2C buyers. Not only are they demanding of the companies they do business with, but they are also able to formulate their own purchasing criteria without the help of a salesperson. 
• Transactions are higher: While a B2C seller may sell one or a few products to an end user, B2B companies sell many more units of products and often do so in bulk.

How the B2B sales process works

Although B2B selling is more complex than B2C selling, some of the processes are similar. To be a good B2B salesperson, it is also essential to attract potential clients, contact them, promote, present the product or service, and complete the sale. The steps to develop a B2B sales process are: 

1. Conduct research 

The first step is to conduct a market study to find out who your competitors and ideal clients are and to determine whether your product or service is viable and fits into the market. 

2. Find your clients 

Next, it’s important to find your potential clients, i.e. those who make the decisions and have enough money to buy your products or services. In this step, you’ll need to evaluate and qualify your prospects, and you need to make sure they’re a viable option by having the interest, need, and ability to buy.

3. Make initial contact 

After knowing your market, your ideal clients and your competition, it is time to get in front of them. To do this, there are different means and strategies of acquisition that you can use and that work in both B2B and B2C sales. For example: 

• Social Media Marketing – Social media isn’t just useful for brands that target individual consumers. It’s also great for building brand awareness, giving your business an online personality, and connecting with potential clients.
• Content marketing with a corporate blog: A content marketing strategy adds valuable information, informs and educates the consumer and supports SEO efforts.
• Inbound marketing: This is a marketing strategy that involves creating valuable content that aligns with the needs and preferences of the target audience and fosters long-term relationships between a brand and its clients. Unlike an outbound marketing strategy that interrupts people, inbound marketing helps your potential clients find your brand through content that provides value to them and naturally leads them to the information they seek and need. 
• Email marketing: This strategy makes it easy to segment consumers and works very well for generating leads and increasing sales.

4. Target your potential clients 

It may seem like a no-brainer, but B2B sales reps need to be in front of potential clients to communicate how and why they need your product or service. Plus, it’s also a great opportunity to better understand the customer and their needs. Each sales presentation should be personalised and tailored to the individual customer profile.

5. Follow up and close the sale 

Depending on the type of client, it may be necessary to send a commercial proposal shortly after the launch meeting or presentation, to put in writing everything that has been discussed. 

Then, if the customer is willing to buy, it is also important to get their agreement in writing. On those occasions when your customer has any questions or concerns before closing the sale, it is possible to carry out a product demonstration or additional meeting.

B2B sales techniques and strategies

There are different B2B sales strategies and tactics that can be applied. Should you create videos? Launch PPC ad campaigns? Or just focus on your email marketing campaigns?

The best B2B sales tactics are customer-oriented and designed with savvy consumers and the modern B2B sales process in mind. Here are three of the best B2B sales strategies and tactics:

Lean Sales 

This is a sales technique in which the potential client is invited to collaborate to find a solution and, thus, adapt the product or service according to their needs. It is a valid method for those companies that have a certain flexibility when it comes to developing their products. 

Capture the attention of your ideal clients with attractive content

Content marketing for B2B sales is more alive than ever. 70% of B2B marketers report that nearly half of their business is conducted online. On the other hand, 76% of B2B product buyers use three or more information channels to research a product before purchasing, while 82% of B2B marketers actively use content marketing.

This is because content bridges the gap between buyer and seller, and tilts the purchasing decision in favour of the seller. However, creating effective content involves solving problems to establish trust, build a connection, and reinforce credibility towards the brand.

SPIN Methodology

The SPIN selling method first appeared in 1988 in Neil Rackham’s sales book, SPIN Selling. Rackham lays out a sales methodology designed to help anticipate and overcome difficult sales situations. It is based on four categories that make up the SPIN name: 

• Situation (S): identify problematic situations. 
• Problem (P): Find out the causes of the problem. 
• Implication (I): understanding what the implications and consequences are.
• Necessary Solutions (N): Provide all necessary solutions. 

Essentially, the SPIN strategy is not a sequence of specific questions to quote verbatim, but rather types of questions that should be asked in a specific order. During a conversation, the salesperson starts with questions about the situation and continues with questions about problems, implications, and finally the need for payment. Each of these types of questions serves an essential function in the sales process, and they all lead to the need for payment questions, which close the deal.

Stay up to date with the B2B sales process

The goal of any B2B sales strategy is to attract more clients and retain them for the long term. That’s why it’s essential to provide long-term solutions that fit client needs, value client relationships over sales, and take advantage of technological trends and techniques, like the ones we show you in this post, to get good results in your B2B sales efforts.

At Order Cloud, we believe that digital transformation is the path to B2B sales and better results. With our experience and team of experts, we can help you in this process. Do you want to know how? Contact us, we will discuss it with you obligation-free.