B2B sales, also known as business-to-business sales, refers to businesses that primarily sell products and services to other businesses, rather than directly to consumers (B2C). This type of sales is characterized by higher order values, longer sales cycles, and more complex transactions. Common examples of B2B sales include software as a service (SaaS) and selling products or services directly to another company. Business-to-business (B2B) selling involves selling a product or service to another company.
This type of sales requires a longer sales process and a different set of consultative sales skills for reps participating in these types of roles. Today, B2B customers do much more of their own research, so brands need to be agile to get to know potential customers at several different touchpoints. Outside sales professionals leverage in-depth product knowledge and in-person communication skills, while inside sales professionals become experts in using CRM, a shared sales process, email, and social media. Sales automation software allows you to automate recurring tasks in your sales process, giving your reps more time to focus on building relationships and prospecting.
Common Challenges in B2B SalesHere are three common challenges that B2B sales must overcome instead of B2C sales reps to keep brand experiences charming for the prospect, plus some tips on how to overcome them:
- Low-level buyers: B2B sales strategies that focus on low-level buyers can't deliver the high growth and huge ROI you're targeting.
- More touchpoints: With B2B sales, potential customers often need to review product information and gather internal information or authorization before committing to a purchase.
- Personalization: Nowadays, personalization is important almost everywhere, and in B2B sales, it becomes even more critical to adhere to it.