B2B Sales

„Sales depends on the attitude of the Salesperson and not the customer.“

Clement Stone, 1902 -2002, insurance expert and philanthropist

During my business studies, I also sold cars and software in B2C sales – a very direct sales experience that trains you for life!

After that, I only worked in B2B sales until today, but a lot of things, especially in the personal contact with the customer, can be transferred here as well. 

Nevertheless, there are some important differences between B2C and B2B sales – these are certainly the most important ones:

And how do I succeed in B2B sales? What are the key factors? 

From my point of view and experience, the following is particularly important:

  • I have to be able to quickly acquire extensive knowledge about the product.
    What is needed here is not detailed, in-depth know-how, but the knowledge to be at least on the same level as the customer in most sales talks.
  • Especially in software sales, however, I should be able to understand technical contexts and services/products that require explanation and to explain them to the customer.
  • People often focus too much on their own product. However, I have to know the competitors’ products with all their strengths and weaknesses so that I can react optimally in the sales process in combination with my acquired knowledge.
    Today, B2B customers in particular are often very well informed and only demand and accept competent salespeople
  • I need to be able to build strong relationships with buyers and key (co-) decision makers. The question is, of course, how? There is no patent remedy for this. The first step is to listen and really take the customer seriously. This phase is not about a quick sale.
  • I can also represent the company seriously at C-level. This includes a “parquet-safe” and confident appearance. A healthy self-confidence, without appearing arrogant or self-important, as well as the ability to make small talk also break the ice with B2B decision-makers.

And in B2B sales, to return to the beginning, a lot has changed in recent years, and currently also due to the pandemic.

But these are exciting topics for further blog articles!