Selling things to business is a tough task. B2B scenarios have always been so hard. Marketing team grinds to get quality leads, sales team go extra miles to close deals — it’s a jungle out there! Not to mention ever-growing competition.
As a sales member, you need strategies that have a beautiful history. Strategies that work for sales teams and B2B business models.
In this article, we’re talking about 3 strategies that have worked pretty good for B2B. Let’s check them out.
1. Strategic Selling
Strategic selling revolves around point of contacts. It is about identifying the value of every connecting contact of the organization and using their value for your favor.
Let’s make it really easier.
Let’s say, you’re selling a marketing tool to a giant agency. Your tool can help the agency track projects and progress in a better way with a lot of insights.
Now, when you connect with the marketing manager of the agency, you can establish a bond and make him understand how your tool can help the agency, technically.
BUT,
The marketing manager is not the decision-maker of the tool; it’s the CMO. That doesn’t mean the marketing manager can not influence the decision. There’s a reason why you’re connecting with him in the first place. Because the CMO will go in-depth. The CMO needs opinions and insights from the manager.
Now, when you talk to CMO, you can go more into pricing and packages, and negotiate accordingly. But make sure the manager gets to know that your tool can really help the agency, and manage projects effectively.
Strategic selling is about identifying the importance of each contact and presenting your products accordingly.
2. Solution Selling
This sales strategy revolves around the idea of offering the right solution that your prospect is facing. In the process of solving the problem, you can offer your products or service as one of the solutions.
Before providing a solution to your prospect, you have to understand the nature of the problem and identify if your product can help or not.
Here’s the process of Solution Selling strategy:
- Prepare: Research the prospect’s history and identify the major pain points.
- Diagnose: Ask questions that can lead you to the exact problem.
- Qualify: Determine if the prospect is actually interested in your solutions (product/service).
- Educate: Approach the prospect with your product, and explain how it can help.
- Solve: Offer a tailored solution to the prospect that fits his needs.
- Close: Close the deal after the prospect agrees.
This is a very logical strategy where you actually help prospects in solving their problems and turn them into paying customers.
3. Account-Based Selling
Account-based selling strategy is about narrowing down your ideal prospects and preparing personalized solutions.
Let’s take an example.
Let’s say that you’re offering a feature-rich HR suite to small and medium businesses and your product has multiple modules.
The first step of account-based selling is to create a list of organizations that can buy your product. Don’t go too deep; just create a list that can definitely use your product.
The next step is to create use cases. Create a list of all the common problems these companies can face. Since your product contains multiple modules, divide models and make combinations that a company can actually utilize to solve such problems.
The third step is to reach out to these organizations and understand their needs. Based on their needs, you can pitch your packages.
This sales strategy is more about understanding the industry than sales. Sales calling is just a small part of it.
Bottom line
These sales strategies can help so many B2B models, but not all these strategies can be applicable to your company. You have to figure out which strategy works for you the best. For example, account-based selling technique cannot help companies that cannot divide their product into modules. So basically, you have to analyze what works for you and what doesn’t.
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