Business to Business Selling:
Small Business Sales
Needs a Strong B2B Marketing Strategy
Business to business selling has a long sales cycle; and can be challenging for your sales force. Management of B2B marketing strategy will help you sell successfully. Strengthen the B2B supply chain to improve sales and service.
Search This SiteIdeally business-to-business selling is an easy process. An effective and thorough B2B marketing strategy can help build sales quickly. However many small business owners don't want to sell (it's just not something they think they can do well). Some even think their product or service is so great, it should sell itself. What is B2B Marketing and Selling?One reality is that selling takes time and effort. It's hard work. But there is a process to it (and it's not magic).
Another reality is that products and services do NOT sell themselves. Business to business selling needs to be planned and based on the foundation of B2B marketing strategy. Selling is a focused activity. Your small business growth strategy must include writing a marketing and sales plan. By writing a marketing plan first, small business owners can build the foundation for successful sales activity. Without a marketing plan, sales efforts are often weak and unfocused.
Business-to-Business Selling Checklist:(Business-to-Business is also known as B2B and it is different from
Business to Consumer Selling
or B2C.)
You know your product or service. You know your business (you own it; you better know it). You know what’s unique about your product or service - you focus on
value based sales.
You can list your product's, or service's, features, advantages and benefits without looking at a 'cheat sheet'. You develop a sales contact management program to get prospects or leads. You make sure that you've built a strong B2B Supply Chain - because you need a strong supply chain to provide outstanding products and service. And then, you make your sales call.
But, you can't get past the 'gatekeeper' (this could be a receptionist, a secretary or worst of all - a voice mail system). If the gatekeeper is a receptionist or a secretary or any other live body - be nice, be reasonable, find a way to have them help you to get to the person making a buying decision. If a voice mail system, don't call - go in person and make inquiries at the front office counter. Do you have your
sales story
ready? What is it about your product or service that has value for your prospective client. Through your sales efforts, move your client to want your product or service (towards your desired result). Whatever you promise – deliver (and, if possible, over-deliver). Follow up and follow through on the sale. Make sure your client was not only satisfied, but delighted. The goal is to develop clients into repeat customers. In business to business selling, you also need to develop a
RFP template
a
RFQ Template,
and learn the importance of effective
proposal writing
to your sales process.
Small Business Sales
can be challenging for the small business owner, but it is also very rewarding on a personal level (the feeling of success at the 'sale') and on a business level.
B2B Marketing StrategyBy writing a
marketing plan
(which must include a sales strategy), and by executing that marketing plan, your
business growth
strategy objectives will be met. Focus on your marketing strategy, your objectives, your target market and on sales. If you do not want to do the selling, either hire someone to do if for you or outsource it. You need to recognize that business to business selling is different than other types of selling. But also remember that as a small business owner, whether you recognize it or not, you are always selling your business capabilities.
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