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Selling B2B Is Hard

Updated: Oct 4

It's easy to think that B2B sales is more complex than selling B2C. For example you might think:

  • it's easier to find individuals to buy from you than to find decision makers inside a business


  • it's easier to convert an individual than a business because of the complex decision making process of a company


  • B2B sales requires a longer cycle required by budget schedules and other forces


  • in businesses there are too many layers of decision makers and too many gate keepers shielding the true decision makers


  • companies like to use preferred suppliers so there is a lot of red tape to get past when working with companies


  • corporate decision makers are spammed by too many competing offers all the time and will not listen to me


  • companies only purchase via referrals and recommendations


𝐈𝐟 𝐚𝐧𝐲 𝐨𝐟 𝐭𝐡𝐞𝐬𝐞 𝐩𝐨𝐢𝐧𝐭𝐬 𝐫𝐞𝐬𝐨𝐧𝐚𝐭𝐞 𝐭𝐡𝐞𝐧 𝐲𝐨𝐮 𝐚𝐫𝐞 𝐧𝐨𝐭 𝐚𝐥𝐨𝐧𝐞! 𝐌𝐚𝐧𝐲 𝐩𝐞𝐨𝐩𝐥𝐞 𝐬𝐭𝐫𝐮𝐠𝐠𝐥𝐞 𝐰𝐢𝐭𝐡 𝐁𝟐𝐁 𝐬𝐚𝐥𝐞𝐬 𝐚𝐧𝐝 𝐥𝐞𝐚𝐝 𝐠𝐞𝐧𝐞𝐫𝐚𝐭𝐢𝐨𝐧 𝐟𝐨𝐫 𝐞𝐱𝐚𝐜𝐭𝐥𝐲 𝐭𝐡𝐞𝐬𝐞 𝐫𝐞𝐚𝐬𝐨𝐧𝐬. However, I have come up with a few tips and pointer to help you navigate the B2B game: #1. There is no B2B. There is only P2P - person to person. You are always dealing with people and corporate decision makers are simply people whose challenges, desires and goals as a person are tied up with the company they represent. #2. As a result, talk in terms of company objectives and results and tie them to the decision makers objectives and desired results. If you have a service that directly helps a company with their bottom line - their profit - you will be sought after. As a result consultants who help with sales, business development, negotiation, strategy, pitching, presenting and leadership are always in high demand. #3. Sales cycles might be slower but once you win a client, you are likely to have repeat business for as long as you do a good job. One contract can grow into multiple contracts meaning the life-time value of your clients yield high potential. #4. Corporates do refer work to each other so once you get one client you are likely to get more if they are happy with your work. Make sure you report results back to your clients so they are empowered to refer you internally to other departments or externally to other companies. #5. Decision makers are identifiable and accessible on platforms like LinkedIn and their email data available on multiple lead finder databases. Cold outreach to decision works when you connect with a relevant offer of value that speaks to a felt need. As a result, homework and care is required when doing cold outreach to companies but can yield larger, ongoing, recurring contracts as well as referrals to other businesses. In summary, B2B Sales is not easy, but it's SIMPLE and with a few of these elements in place you will be well positioned to land those big clients.


To your success


Selling B2B Is Hard
Selling B2B Is Hard | Jen Bishop consulting best lead generation agency

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