B2B sales can be pretty complex. It’s not like your typical retail establishment where the customer shows up and buys a steak because they’re hungry, or a new minivan that seats seven because of wine and poor decisions. B2B sales are complicated because with businesses, even small changes can have big implications. What this means is that it’s important to be diligent in nurturing any business lead to ensure they are well educated during the sales process.

Lesson #1: Condoms prevent minivans.

So how do we nurture B2B leads, develop those relationships and ultimately close more sales? Here’s a 5 step guide to follow during the B2B sales process:

1. Find Out What Their Pain Points Are

Don’t assume that the prospect wants to hear an elevator pitch right off the bat. Before the customer can see any value in your company, they need to identify their problem. This can be accomplished by asking open-ended questions that force the client to respond with more than just a yes or no answer. These could be questions like “can you tell me about a time where…” or “Can you explain your process…”

2. Establish Value

Once you’ve identified the problem and both you and the prospect clearly understand the issue, you can begin offering a solution that brings value to the customer. How will your product or service benefit them? Will it save on utility costs or man hours? Will it speed up the shipping process?

This is not what we meant by ground shipping.

Whatever the benefit is, make sure that the customer clearly understands the value of your solution and how it will fit with their company.

3. Meet Requirements

There are bound to be logistical challenges when any company implements changes. Keep this in mind when conversing with the customer. If they don’t already have a set of requirements for you to follow, help them establish some standards that will help make the transition as painless as possible. Be sure to continuously ask questions throughout the sales process that will help you further understand how your product or service with their company.

4. Show Proof of ROI

If the customer is serious about accepting your solution, they’re likely going to want to see some tangible evidence that your solution will produce measurable results. This is where experience is a huge advantage. An experienced sales person will have knowledge on hand to be able to quickly produce numbers in the form of dollars and percentages and what it means for the customer’s ROI. If those numbers aren’t readily available, you can also rely on case studies from previous clients. How did your solution work for someone else and how is it similar to your new client? Draw comparisons and show the client proof of previous successes.

5. Continue Developing the Relationship

Maintaining a close relationship with the customer after the point of sale will help delight them into spreading the word about your company and help attract new leads. Your customers will be the basis for future case studies with new leads so make sure they become champions of your brand. Become the trusted expert in your industry by continuously delivering on your promises.



Fusebox Creative | 160 Millennium Blvd – Suite B, Moncton, New Brunswick Canada | Phone: 506-855-3591