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Thu, Jul 27, 2023 @ 03:09 PM
B2B Sales: What are they and what tools should you use to optimize your results?
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If you are a professional immersed in the exciting world of business, you have probably heard the term: “B2B Sales.”
But do you really know how it works and what tools are available to optimize your results?
In this article, I explain what they are and also show you proven tactics and cutting-edge technologies to boost your sales and transform your sales approach.
Let's define what B2B sales are?
B2B Sales
B2B (Business to Business) sales refer to commercial transactions that take place between companies .
They are characterized by:
Involve professionals from different areas : Mainly acquisition mobile number list teams and decision makers within organizations.
Having longer sales cycles that require a personalized approach : Identifying business needs, presenting a proposal and negotiating contracts.
Cover a wide range of industries and sectors : Involves tangible products, services, software, technology solutions, supplies and more.
What are the differences between B2B and B2C sales?
In the world of sales, two main approaches define the game: B2B sales and B2C sales. Below, I explain the differences between these two sales modalities to help you understand how each works.
Target audience
In B2B sales, the target audience is other companies : They are aimed at professionals, acquisition teams and decision makers within those organizations.
In B2C sales, the target audience is end consumers , i.e. individual people.
Volume and frequency of purchase
In B2B sales, transactions tend to be higher in volume and less frequent : This is because businesses typically purchase products or services in larger quantities and at longer intervals.
In B2C sales, purchases are typically lower volume and more frequent , as they are targeted to individual consumer needs.
Sales cycle
In B2B sales, the sales cycle tends to be longer and more complex : This is because there are multiple decisions involved, different stakeholders, and specific requirements that need to be addressed.
In B2C sales, the sales cycle is generally shorter and more direct , as purchasing decisions are often based on emotional and convenience factors.
Marketing and sales approach
In B2B sales, marketing strategies focus on building long-term relationships : Establishing trust and communicating business value, through tactics such as:
Demonstrations.
Customized presentations.
Detailed proposals.
In B2C sales, the focus is more on emotional persuasion , brand building, and creating an engaging shopping experience.
Complexity of the product or service
In B2B sales, products or services are often more complex , technical or specialized, as they are tailored to specific business needs.
In B2C sales, products or services are often simpler and focused on meeting individual consumer needs.
What are the stages of a B2B sale?
In the B2B sales environment, there is a key process that drives commercial success: sales stages.
These provide a structured guide with key steps to follow to close a transaction with a customer . Although they may vary depending on the organization and the product or service offered, below are the most common ones:
Stage 1: Defining the ideal customer profile
At this stage, extensive research is conducted to identify and define the profile of the ideal customer for your business.
This involves analyzing:
Demographic characteristics.
Industrial sector.
Company size.
Specific needs and other relevant criteria.
Defining your ideal customer profile helps you focus your sales efforts on the most promising prospects and maximize the effectiveness of your strategies .
Stage 2: Creating relevant content
Creating valuable content is essential in B2B sales because it provides useful and insightful information for your prospects. This includes materials such as:
Blogs.
Case studies.
Guides.
Infographics.
Videos.
All these contents help you to:
Establish credibility.
Educate prospects about your products or services.
Building trust in your brand.
Stage 3: Prospecting and qualifying leads
At this stage, a proactive search is carried out for potential leads that fit the previously defined ideal customer profile. This involves the use of different strategies:
Database search.
Networking.
Use of social networks.
Participation in events.
Once the leads have been identified, they are scored to determine their level of interest.
Scoring is done by assigning a score or numerical value to each lead based on a set of predefined criteria . These vary depending on the company, the sector and the product or service offered.
Below are some of the most common forms of grading:
Demographic information : Basic information about the lead is evaluated to determine if they fit the profile of an ideal customer. Pay attention to:
Geographic location.
Company size.
Industry.
Position held.
Website Engagement : Track the actions the lead has taken on the website to determine their level of interest. Observe:
Content downloads.
Visits to key pages.
Time on site, etc.
Email Activity : Perform a detailed analysis of how the lead interacts with the emails sent by the company. Use metrics such as opening rates, link clicks, among others.
Stage of the buying cycle : Evaluate what stage of the buying process the lead is in. For example, if they have shown interest in a product demo or requested a quote, they are likely further along.
Source and Origin Data : Depending on where the lead comes from (landing page, paid ads, referrals, etc.), it has different levels of relevance and interest.
Budget and Authority : Analyze whether the lead has the budget and authority to make purchasing decisions.
After evaluating these criteria, assign a score to each lead and classify them into different categories, such as:
Hot lead : Hot, high priority lead.
Warm lead : Warm lead, with potential but less urgent.
Cold lead : Cold lead, less promising at the moment.
These categories help the sales team focus their efforts on the most promising leads and increase the chances of conversion.
Diagnosis
At this stage, a deeper analysis of each prospect's specific needs and challenges is conducted and direct communication is established to understand their problems, goals and business requirements.
This involves asking relevant questions, actively listening and gathering valuable information that will allow you to customize the solutions that will be offered later.
Proposal
After the diagnosis, a personalized proposal is presented that addresses the challenges and objectives of the lead . It must be clear, detailed and highlight the value that your product or service provides.
After sales
The post-sale stage is essential to cultivate long-term relationships and maintain customer satisfaction . I recommend:
Provide ongoing customer support to foster loyalty.
Managing expectations.
Seek feedback to constantly improve.
Explore additional cross-selling or upselling opportunities.
Each of these stages plays a crucial role in the B2B sales process, because they allow:
Build strong relationships.
Customize solutions.
Maximize the chances of successful closing.
Take your B2B sales to the next level with HubSpot and Hiperestrategia
We advise you on the implementation of this system to ensure that you obtain tangible and lasting results in your company.
>>Chat with us!<<
B2B Sales Funnel
B2B Sales Funnel
A B2B sales funnel is a conceptual model that represents the sales process, from the beginning to the final conversion of a prospect into a customer .
The most common stages of a sales funnel are:
Awareness
At this stage, prospects realize they have a need or problem and begin searching for information to solve it . This is where content marketing comes into play to generate awareness and attraction towards the brand.
Interest
When prospects are aware of their need , they show a more specific interest in obtaining information and evaluating whether the company can help them.
This interest is manifested through:
Download guides.
Subscription to newsletters.
Content interactions: Commenting on posts, leaving reviews, participating in webinars or online events, among others.
Consideration
At this stage, prospects are actively considering the option of purchasing the company's products or services .
They conduct further investigation.
They compare options.
They read case studies.
Request demos or quotes.
Decision
Prospects who have reached this stage are ready to make a purchasing decision .
They make negotiations.
Evaluating proposals.
They ask for references from previous clients.
It's important to note that the B2B sales funnel is not linear and prospects move forward or backward between stages , depending on their needs and decisions.
The ultimate goal is to achieve a high conversion rate and close successful sales as prospects move through the process. To achieve this, it is important to:
Constant monitoring.
Prospect nurturing.
Personalization of strategies.
Understanding specific needs.
Tools that help boost B2B sales
CRM (Customer Relationship Management)
A CRM is a tool that allows:
Track interactions.
Record activities.
Manage contacts and sales opportunities.
Automate tasks.
It is important because it helps organize information about prospects and customers, which facilitates the customization of sales strategies and improves the efficiency of the sales team.
Marketing Automation Platforms
Marketing automation platforms serve to nurture prospects with relevant content at each stage of the cycle , maximizing the effectiveness of sales strategies.
Some of the most notable features of these platforms include:
Email Sending : Automate your email marketing campaigns to send personalized and timely messages to your prospects.
Audience segmentation : Divide your database into specific groups to deliver more relevant and personalized messages.
Landing Page Creation : Design attractive and optimized landing pages that encourage the conversion of visitors into prospects.
Tracking prospect behavior on your website : This helps you identify opportunities for improvement and adapt your strategy.
Lead generation tools
These tools allow you to collect valuable contact information and provide additional data about prospects, such as their online activity, which helps personalize sales strategies.
They generally include:
Forms.
Pop-ups.
Chatbots.
Sales and presentation platforms
