Business-to-Business (B2B) sales refer to a sales model or category in which a company sells its products or services to another company. B2B sales often involve higher prices, more complex processes, and multiple touchpoints across multiple channels. A B2B sales rep is a professional who uses strategic sequences and specialized sales methods to attract corporate buyers. The B2B sales approach involves several factors, including the seller's competence, the effectiveness of the sales process, the fit of the product, the alternatives available, and the buyer's purchasing power and willingness to adopt.
The B2B sales process is usually a 5- to 8-stage sales cycle. It follows a different process and uses a wide range of sales techniques for different buyers and sales situations. The B2B sales funnel corresponds to the buyer's journey and serves as a visualization of the proximity or likelihood of a prospect making a purchase by identifying the cognitive or emotional phases that the prospect goes through in the buying process. To determine if a specific B2B sales technique or sales sequence has a positive impact on a business, sales organizations identify and measure key performance indicators (KPIs).
KPIs are agreed metrics that are used to evaluate a sales organization's performance in different areas, such as profitability, sustainability, and efficiency. Outside sales professionals often operate outside of an office because they meet with potential customers or show up at an event. On the other hand, inside sales professionals interact with customers remotely via cold calling, email, and video conferencing. Inside sales professionals can close deals without even meeting their customers in person.
Business-to-Business (B2B) transactions and large corporate accounts are common for manufacturing companies. Samsung, for example, is one of Apple's largest suppliers in the production of the iPhone. Apple also maintains B2B relationships with firms such as Intel, Panasonic and semiconductor producer Micron Technology. The definition of a B2B sale textbook is that companies sell to other companies.
For example, it could mean that a paper manufacturer sells to a printer, or a heavy equipment manufacturer who sells its products to a factory. Selling to consumers is called B2C sales, which means business-to-customer sales (for example, a grocery store that sells to shoppers). Recently, however, the line between inside and outside sales has begun to blur as outside sales reps begin to use the same communication technologies as well as engagement strategies preferred by inside sales professionals. As COVID-19 continues to change B2B sales in the long term, teams are likely to move from in-person to remote, fully or partially.
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