Sales · · 4 min read

B2B Sales Explained: How to Grow Your B2B Business

B2B sales processes can be complex, but they don’t have to be! In this blog, we go over where to start and how to handle each step of your sales funnel.

what is B2B sales

There's no doubt that the B2B sales process is complex. It can be challenging to know where to start and even harder to know what comes next. In this article, we'll walk you through each step of the sales process, explain what it means for your business and give advice on making the most of every stage.

What Are B2B Sales?

B2B (business-to-business) refers to a commercial transaction in which one business sells products or services to another, rather than between a company and an individual consumer.

Examples of B2B sales include:

  • SaaS (Businesses that provide software services to companies)
  • Companies that offer professional services (i.e., marketing agencies)
  • Organizations that produce/distribute materials to manufacturing companies.

What's the Difference Between B2B and B2C Sales?

The main difference between B2B and B2C is that B2B businesses sell products or services to other companies, while B2C businesses sell products or services to consumers. B2B businesses typically have longer sales cycles and higher prices than B2C businesses. Because of this, they often require more sophisticated marketing and sales strategies.

Another key difference is that B2B buyers are usually more focused on the business benefits of a product or service, while B2C buyers focus more on the personal/individual benefits. This means that effective B2B marketing must target the right decision-makers in a company and communicate the business value of the product or service.

The B2B Sales Process Explained

To be successful in B2B sales, you need to understand how the process works and put in the hard work required to make things happen. Some people seem to think it's all about cold calling and schmoozing potential clients until they sign on the dotted line. Others think you can sit back and wait for leads to come to you. The truth is, neither approach will get you very far.

Good salespeople aim to generate leads, initiate contact with prospects, and get their product or solution in front of them to make the sale. The most effective salespeople are always looking for ways to improve their process to convert more prospects into customers.

So, what exactly is involved in this process? Let's take a closer look.


The first step in any successful B2B sales process is market research. Identify the people your product or service was created for, their needs and interests, and the competition from other companies that offer similar products or services.

Next, you'll need to find your targets, the decision-makers with authority and budget who can buy what you have for sale. Then, assess prospects, and ensure they have needs that match up well with your product or service offerings.

Lead Generation

Now that you know your market, generating leads is the next step. For a salesperson to generate leads, you'll need to have a good understanding of your target market and ideal customer. There are several ways to generate leads, including cold email campaigns, lead generation software, and traditional methods of networking.

Initiating Contact

Once you’ve generated a list of leads, you’ll need to initiate contact with those leads. The best way to do this is through a personal phone call or email. When initiating contact, it's necessary to be friendly and professional. The goal is to start a conversation, not to make a sale.

The Pitch

Once you've initiated contact with a lead, had a conversation, and developed a rapport, it's time to present your product or solution. This is where your research comes in handy; every lead requires a unique sales pitch tailored to the individual. You need to be able to explain how your product or service solves the prospect's problem. You also need to be able to explain the features and benefits of your product or service.

Closing The Sale

You've had a conversation with the customer, and they have expressed interest in your product or service; now, you'll need to get it in writing. This is when you ask the prospect to make a purchase.

More often than not, the best way to close a sale is by building a good relationship with your potential customer. You need to be able to overcome objections and close the deal. Sometimes closing a sale can be tricky. It helps to have an arsenal of persuasive techniques up your sleeve. So be confident and create a sense of urgency if needed.

closing B2B sales

The Follow-Up

After the sale, it's important to follow up with your customer. This is where you confirm they're happy with their purchase and answer any questions they may have. It's also an opportunity to upsell or cross-sell additional products or services. Follow-up is an integral part of the sales process because it helps build long-term customer relationships.

The B2B sales process is complex, but by following these steps, you can increase your chances of success. Remember to do your research. A thorough understanding of the customer will support you at every stage of the process.

Why Email Is The Best B2B Sales Outreach Method?

Email is often considered the best B2B sales outreach method. In fact, 93% of B2B marketers use email. Why? Because it allows you to effectively reach a large number of people with your message without having to invest a lot of time or money in terms of advertising or other methods of marketing.

Unlike B2C consumers, who respond best to sentiments and amusement, B2B customers seek logic and a positive return on investment. They're asking themselves how doing business with you can help their company develop?" As a result, your email marketing must appeal to your business clients while simultaneously emphasizing issues that are important to them.

Email allows you to personalize your message and target it specifically to your audience, which can help increase the likelihood that they will be interested in what you have to say.

Get in touch with our team to find out more about how to optimize your B2B sales strategy and drastically increase ROI from your outreach.

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