When selling to B2B prospects, you always have to evolve. What worked 10 years ago may be ineffective today. In today’s world, prospects want to learn, not be sold to. So many sellers want to pitch and sell to their potential customers, and they don’t want to take the time to understand what a person is going through on how they can help.
This is effective in the B2C world, but in the B2B universe, it’s even more important. Businesses and consumers do research before they purchase. The reviews, price comparisons, and forums discussing the product are all there. Gone are the days where you can go to a person assuming they know nothing about the product. That is rarely the case nowadays.
It used to be much simpler, with the seller telling the potential buyer about their product and the buyer making a transaction. Sometimes, the buyer may end up with buyer’s remorse, but that was just the name of the game. We believe that the more informed seller is good for business in the long run, because it encourages sellers to be more educational and less predatory.
With B2B, prospects are almost finished buying the product before the seller is involved with direct contact. The buyer is now the one who has the upper hand, and pressuring them to seal the deal just doesn’t work, and usually makes it a lot worse. A salesperson can no longer be pushy to win; they have to be smart and act like a teacher. Here are the six ways that you can seal the deal.
A generated lead needs as much research as possible. Here are some things to look up:
Researching should happen constantly, even during a phone call. Learn the company and then adapt yourself to how they behave. This is the first step, and it’s perhaps the most important, as it leads to other steps.
You then have to inquire. The more you know, the more you can set yourself apart from the competition. Ask questions, as this is a dying art. Especially those questions that are open ended and encourage your prospects to reply. Get a prospect to talk about what they like and get them to talk about their business. Questions where the answer is either “yes” or “no,” are dull and don’t lead to a good conversation. By being informed, you can avoid assumption, too. This can poison the call.
A good asker of questions lets the person on the other end talk. You may be tempted to ask another question or to think of a comeback, but a prospect tends to dislike that. Instead, repeat what they told you. This way, the client feels like you understand them. Spend only a quarter of the time talking. It’s less effort from you, yet as they say, less is more. Letting the person on the other end talk is a good move.
Be an educator. Obviously, you shouldn’t lecture the prospect, but find ways to inform them. When a buyer manages to learn a new fact, they feel more loyal to you and your mission. Stick to the facts, and don’t mention your business too much in the process.
What do we mean by qualifying? One way to qualify is to use the BANT method, or budget, authority, need, and timeline.
With budget, ask if there are any ways they can solve their dilemma financially. With authority, find the best way to make the decision. With need, find what the buyer needs to relieve their trouble. Finally, with timeline, give a frame in which you can offer your services. Do this, and you can improve your chances.
Your prospect usually will close the deal after this. They’ll feel secure and not feel like they’re being persuaded into doing something that could lead to a regrettable purchase.
In the B2B world, you have to master the sales. Only the most qualified can seal the deal, and so many are left behind. Often, many companies have a persuasive seller, but no good techniques, and vice versa. Sometimes, you may not be the most qualified, and there’s no shame in hiring someone to help. It may cost a bit, but the amount of money you’ll get as a result will be worth it. Although you may run a business, you sometimes can’t do it all.
A good seller will teach, find solutions, and try to help a prospect. They aren’t going to be pushy and sell something the buyer isn’t interested in. By knowing this, you can go far with your transactions.