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<\/a><\/p>\nTable of Contents<\/strong><\/p>\n <\/a> <\/p>\n Here are three key challenges B2B sales reps must navigate to ensure a seamless and engaging brand experience for prospects. I have also written practical strategies to overcome them.<\/p>\n Meeting sales quotas<\/a> is always the goal, but there\u2019s a fine line between being persistent and coming off as pushy. Prospects don\u2019t want to feel pressured into a decision. This is especially true nowadays that buyers want to feel in control of their buying journey.<\/p>\n If a sales rep is too aggressive, it can create resistance, making the prospect disengage or even reject the offer outright. I feel that bombarding them with constant follow-ups and lengthy sales pitches is a thing of the past. Now, everything should feel organic rather than forced.<\/p>\n The best sales conversations happen when the prospect expresses genuine interest in the solution. I\u2019ve found that this happens most when I showcase real industry examples and how someone in their<\/em> space implemented the solution. Then, I mention the measurable impact it had on them.<\/p>\n That said, not every prospect fully understands the value of my product up front. But forcing a full demo on them isn\u2019t the answer either. Instead, I take a more tailored approach: I share small, relevant snippets of the product (customized to their specific problem) while positioning just one key feature and a budget-friendly package.<\/p>\n This way, prospects are more open to engaging with me, lowering their defenses, and making the next steps feel natural rather than forced.<\/p>\n Pro tip:<\/strong> Avoid pushing a prospect further down the buyer\u2019s funnel before they are ready. This results in a sale where the client doesn\u2019t feel like they are in control of their brand goals.<\/p>\n Relationships are everything in B2B sales. Whether you are walking a tradeshow floor or engaging with someone online, getting prospects to \u201clike you\u201d is the best way to create a positive sales experience.<\/p>\n Being likable doesn\u2019t mean constantly telling jokes or showering the prospect with false compliments. Likability is a hard thing to quantify, but if you look at behavioral research, certain commonalities appear again and again. Some common traits of likable people include:<\/p>\n So, I suggest keeping these qualities in mind as you strive to create a personal experience.<\/p>\n Personalization is about timing and relevance. Use a CRM<\/a> to track when prospects visit your website or engage with emails \u2014 a CRM that speaks to you. Take some of the following CRM-related suggestions:<\/p>\n Finally, use personalization tokens to craft messages and make prospects feel valued.<\/p>\n The pace of change has never been faster. Especially in the tech industry, with AI, it feels like everything is accelerating even more. Businesses now have endless choices, making it harder to stand out.<\/p>\n AI has sped up development cycles, automated problem-solving, and increased competition across industries. Even if your product has a unique edge today, how long before a competitor catches up?<\/p>\n On top of that, businesses themselves struggle to keep up with shifting market trends. A company might need your product today, but a management change or strategic pivot tomorrow could render it irrelevant.<\/strong><\/p>\n Simply put, you can\u2019t slow down the rapid pace of AI-driven change, but you can leverage it to your advantage. The key to staying ahead is adaptability. Instead of resisting rapid technological advancements, embrace them. Keep a close eye on industry trends and competitor innovations.<\/p>\n Integrate AI into your sales strategy<\/a>. Understand how AI can complement different features. Even if the product you\u2019re selling has no direct link to AI, staying informed and adaptable will give you a competitive edge.<\/p>\n Position your product as a long-term solution rather than just a current fix. Focus on how your offering can evolve alongside a business\u2019s needs. I suggest showing prospects that you\u2019re not just selling a product. In fact, offer a partnership that helps them stay ahead of the curve.<\/p>\n I\u2019ll share 12 strategies to help you delight your customers throughout the B2B sales process. Take a look and see which ones you can start applying to your own approach.<\/p>\n <\/a> <\/p>\n According to Yamini Rangan<\/a>, CEO of HubSpot, \u201cIf you care deeply about your customers\u2019 career versus your career, you will be successful. To do that, you need to bring insights, tailor to your customers\u2019 business, and deeply understand their priorities.\u201d<\/p>\n I think the foremost thing is to do your homework. Today, salespeople have to know their ideal customer profile<\/a> (ICP) and buyer personas. There is no other way around it.<\/p>\n Genuinely understand their challenges, goals, and what success looks like for them. Stop pushing a one-size-fits-all solution. Take the time to tailor your approach. Research their industry, company, and even their individual role to provide valuable insights that resonate with their needs.<\/p>\n Prospects become delighted when I present myself as a trusted advisor who is invested in their success. The only goal I have in mind is to foster a long-term relationship that can lead to repeat business.<\/p>\n Fact:<\/strong> Repeat customers spend 67% more<\/a> than new customers.<\/p>\n A great sales person also has to be well-versed with the ways their competitors can potentially be a better fit and provide more value so they bring on the right good fit customers. I like to do that by creating custom fields in the CRM.<\/p>\n Each field comes with a dropdown menu, allowing me to select the most relevant option. If I reach out to a prospect and it\u2019s not the right time for them, I can specify the exact reason using the dropdown.<\/p>\n This way, if someone from my team follows up later, they have all the necessary context. I\u2019m of the opinion that repeatedly contacting a prospect who has already shown disinterest won\u2019t just waste time, it could also damage the brand\u2019s reputation.<\/p>\n Pro tip:<\/strong> Prospecting is the biggest challenge for 42% of sellers<\/a>. If you want to stand out, I suggest mastering this skill. One way to improve? Dedicate time to maintain lead statuses and sales-driven marketing activities to keep track of how effective you are in engaging potential buyers.<\/p>\n Unlike the old days, I don\u2019t need to take notes while on calls. Previously, I had to split my focus between actively listening and jotting down keywords (I later framed those keywords into coherent sentences).<\/p>\n Now, my full attention is on the prospect. My CRM cannot only record and transcribe calls but also generate summaries of key takeaways. This makes it easy to reference important details and share insights with other stakeholders when needed.<\/p>\n During follow-ups, I can simply open the CRM and quickly revisit previous discussions. When a prospect shares their needs, I can reinforce my understanding by repeating what I\u2019ve heard while also incorporating key points from my notes. This also keeps the conversation productive.<\/p>\n Show genuine curiosity. The aim is to uncover valuable insights. The more you understand their pain points, the better you can position your solution as the ideal fit.<\/p>\n If you make sales calls regularly, my recommendation would be to take a page from the top performers. On average, their calls last an average of 33.6 minutes<\/a> \u2014 but it\u2019s not just about time spent. The real differentiator? They ask an average of 32 questions per call<\/strong>, ensuring they deeply understand their prospects\u2019 needs. It all comes down to asking the right questions.<\/p>\n Being a thinker, listener, and problem-solver can make a difference in delighting your customers.<\/p>\n Make prospects feel like they\u2019re already part of your community. For instance, if your company has an active Discord channel, invite potential clients to join. By engaging with existing members, they can gain valuable insights and validation from others.<\/p>\n Encourage prospects to attend your webinars, customer events, product updates, user groups, and explore your online resources.<\/p>\n Rather than withholding information or adopting an \u201cI can\u2019t give this to you until you buy\u201d mentality, try a more inclusive approach. For example, say, \u201cWhy don\u2019t you take some time to explore our customer knowledge base?\u201d This opens the door for prospects to interact with your current customers and feel like a part of your community even before they commit.<\/p>\n Understanding a prospect\u2019s budget requires emotional intelligence and observation. Without directly asking, I try to gauge affordability by considering the size of their company and the decision-making influence of the buyer.<\/p>\n For instance, reviewing their LinkedIn or X (Twitter) activity can offer insights into their company\u2019s priorities, financial health, and growth trajectory. I have seen that small businesses have more transparent communication about their operations, and it is easier to assess their financial standing.<\/p>\n Once you\u2019ve done your research, if you suspect your product is out of their budget, be upfront. This honesty has two key advantages for the overall sales experience:<\/p>\n Before heading into a sales meeting or conversation, I mentally map out possible scenarios. I think of it like writing a pseudocode for the discussion. I anticipate different responses from the prospect and plan my replies accordingly:<\/p>\n More often than not, their actual responses align closely with what I\u2019ve anticipated, allowing me to stay prepared and confident.<\/p>\n I try to give all the necessary information to guide the prospect toward their final decision without unexpected roadblocks. I also use this planning phase to outline the deal\u2019s sales process upfront, helping both me and the prospect stay aligned and proactive.<\/p>\n To create a positive sales experience, focus on making your prospect feel understood and supported throughout the process. Here I try to learn the way they think. Then I share common points of connection to build rapport. As I mentioned in the above section, if they like me, they\u2019re more likely to be receptive to what I\u2019m offering.<\/p>\n I like to tailor my communication style to match their preferences (whether they prefer emails, phone calls, or even WhatsApp messages). With this personalized approach I tend to create a stronger connection.<\/p>\n It\u2019s also important to understand where they are in the sales process. Are they new to the product or a seasoned buyer? Recognizing their background and stage allows you to provide the right level of information and avoid overwhelming them.<\/p>\n I feel that simply providing references isn\u2019t as impactful as it once was. If a prospect is engaging with you, chances are they\u2019ve already done their research or received a recommendation from a trusted source.<\/p>\n Instead, facilitate meaningful connections. If my prospect is seriously considering my solution, I would offer to introduce them to an existing customer who has faced similar challenges and successfully implemented the product.<\/p>\n The prospect is bound to be happy if you say, \u201cIt might be helpful to speak with two or three people who went through this process last year. They can share their experiences \u2014 the good, the challenges, and what they wish they had done differently.\u201d<\/p>\n A real conversation with a satisfied user can be far more persuasive than any case study or testimonial.<\/p>\n Define each step of the purchase and implementation of the technology. Along the way, share best practices and lessons learned from past deals.<\/p>\n If my customer knows when to expect a plug-and-play implementation or when to expect some challenges, the sales experience can be more positive overall.<\/p>\n Assisting in the deployment or suggesting a partner can take a lot of the anxiety out of the sales process.<\/p>\n Timely communication makes all the difference. I\u2019ve noticed that responding to emails promptly leaves a lasting impression. No matter how busy I am, I make it a priority to send what a prospect needs as soon as possible (especially if they have requested something).<\/p>\n Delays can create distance, and in sales, that can mean the difference between closing a deal or losing the prospect entirely.<\/p>\n A well-timed follow-up can deepen relationships and create new opportunities.<\/p>\n I think that generic emails like \u201cWhat can I do for you today?\u201d<\/em> rarely get a response. To truly engage prospects, your follow-up should be specific, relevant, and add value. Otherwise, it\u2019s just another email in their inbox.<\/p>\n Getting feedback after a purchase demonstrates that I genuinely care about their success. It also sets the stage for long-term success on both sides.<\/p>\n Ask what you could have done differently and what you need to improve. I recommend using a net promoter score (NPS)<\/a> survey to make sure I know what people like and what missed the boat.<\/p>\n <\/a> <\/p>\n Each day brings new examples of B2B sales in action, where one company\u2019s products or services help drive the success of another business. Here are a few scenarios where B2B sales make more sense than selling directly to individual consumers.<\/p>\n Let\u2019s assume I am selling for a sports company that provides padel or pickleball courts and related services. My approach in a B2B sales setting would be completely different from targeting individual players. Instead of trying to attract one-off customers, I would focus on businesses that could integrate my courts into their corporate wellness programs.<\/p>\n For example, I could pitch to companies looking to enhance their employee benefits by offering access to my courts as part of their recreational or extracurricular activities.<\/p>\n By structuring my offering as a corporate membership or a bulk booking package, I\u2019d create a win-win situation: The company gets to provide a valuable perk that promotes employee well-being and team bonding, while I secure consistent, high-volume bookings instead of relying on sporadic individual reservations.<\/p>\n To make my offering even more attractive, I could customize packages to include exclusive corporate tournaments, branded events, or coaching sessions, giving companies an extra incentive to commit to long-term partnerships.<\/p>\n Hotel chains don\u2019t solely focus on attracting tourists. They target businesses that frequently send employees on work trips and offer them bulk accommodation packages.<\/p>\n Securing long-term contracts with multinational corporations could ensure steady bookings for traveling executives. In B2B, especially within this industry, orders often involve a large number of guests, so hotels can do this smartly by using a CRM software<\/a> that enables them to streamline guest reservations, track room transactions, and provide a seamless booking experience for customers.<\/p>\n The goal is to approach sales strategically. In B2B transactions, bookings involve a high volume of guests. So, by implementing specialized software, hotels can automate operations, optimize resource management, and streamline the booking process.<\/p>\n For example, the United States General Services Administration<\/a> (GSA) purchases products and services<\/a> like office supplies, IT services, and vehicles on behalf of the government from accredited businesses.<\/p>\n These purchases go to federal, state, and local agencies such as the Department of Defense, the Department of Homeland Security, and the Department of Veterans Affairs in order to help them fulfill their missions.<\/p>\n In one of my sales roles, I worked in Strategic Partnerships at a company that developed specialized software solutions. One of our flagship products, the Digital Evidence Management System, was successfully sold to the County of Santa Clara. This single sale not only secured a significant revenue stream but was substantial enough to cover the company\u2019s overhead costs for several years.<\/p>\n My experience of working there made me realize that developing niche software solutions can be highly profitable. Even though the process of B2B sales is generally long, businesses have the flexibility to set their own pricing based on the value and impact their product delivers.<\/p>\n\n
Challenges of B2B Sales<\/h2>\n
Challenge 1: Not Being Pushy<\/strong><\/h3>\n
How to solve it: Let the prospect make the next move.<\/strong><\/h4>\n
Challenge 2: Creating a Personal Experience At Scale<\/strong><\/h3>\n
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How to solve it: Lean on technology.<\/strong><\/h4>\n
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<\/p>\nChallenge 3: Keeping Up With Technology Trends<\/strong><\/h3>\n
How to solve it: Embrace the change.<\/strong><\/h4>\n
How to Create A Positive B2B Sales Experience<\/strong><\/h2>\n
1. Care about the prospect.<\/strong><\/h3>\n
2. Differentiate between a good fit prospect and a bad fit prospect.<\/strong><\/h3>\n
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<\/p>\n3. Solely focus on listening to your prospects.<\/strong><\/h3>\n
4. Ask good questions and really dig into the answers.<\/strong><\/h3>\n
5. Include prospects in your ecosystem.<\/strong><\/h3>\n
6. Gauge the financials of your prospect.<\/strong><\/h3>\n
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7. Have a strategic plan for the sales process.<\/strong><\/h3>\n
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<\/p>\n8. Understand your prospect and align with them.<\/strong><\/h3>\n
9. Offer to connect your prospects to your customers.<\/strong><\/h3>\n
10. Help your customer understand some of the common potholes previous buyers have faced.<\/strong><\/h3>\n
11. Stay engaged throughout the process.<\/strong><\/h3>\n
12. Ask for feedback after a deal is won.<\/strong><\/h3>\n
B2B Sales Examples<\/strong><\/h2>\n
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<\/p>\nCorporate Recreation<\/h3>\n
Hospitality Industry<\/h3>\n
Selling Products or Services to the Government<\/h3>\n
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