Sales at B2B are rarely based on impulsive decisions – what matters here is the process, the relationship and an understanding of the other party’s needs. That is why the sales techniques at B2B differ significantly from those commonly seen in the market at B2C and require a completely different approach to acquiring business clients.
Focusing on the total cost of ownership
The total cost of ownership (TCO), as mentioned in the heading, is simply the total expenditure associated with acquiring, installing, using and disposing of a product or service. A sales technique utilising this concept draws attention precisely to these costs and enables the sale of more expensive goods and services than the competition, who, on the face of it, appear to offer the same thing. Importantly, this is only at first glance. It is usually crucial to be able to demonstrate that, in the long run, the customer will save money by purchasing a particular product or service. A comparison of two types of machinery serves as an example. One of them may be significantly cheaper, but it may also operate for far fewer man-hours before some of its key components need replacing. Consequently, over a 10-year period, the more expensive machine will prove far more cost-effective. Of course, this can apply to many products, as the Total Cost of Ownership encompasses numerous elements. These may include operating costs, servicing, maintenance, expenditure on fees or licences, or, for example, training costs. Another scenario is one where a customer might, for example, be presented with two devices that perform the same functions. However, one device will consume significantly more electricity and require specialist training. The other will be more cost-effective, and the customer’s own staff will be sufficient to learn how to operate it. It is precisely these arguments that should be used when a customer focuses primarily on price. You need to be able to show them that the unit price per device does not represent the total costs and that, sometimes, paying more pays off in the long run.
See also: Online wholesale business – what is it and how do you set one up?
Fast response time
Wherever sales involve presenting your offer to a customer, but it is the customer who must get back to you with an enquiry when they actually need a particular service or product, response time is crucial. The quicker the response, the greater the chance of winning the customer. People often send enquiries to several companies, hoping to find the one that offers the cheapest or most comprehensive solution. Statistically, the first three companies to reply have the best chance of securing the order. That is why a reply after, say, 24 hours may be completely pointless, as the customer will have already purchased the service they were looking for. It is precisely the moment they send an enquiry that is the best time to discuss your offer with them. That is precisely when their need for a particular product or service has arisen. So that is when it will be easiest to sell them something that meets that need.
Tell us about your product and service
A common pitfall that salespeople encounter is that they know too much about their product, which means they fail to present it from the perspective the customer needs to see it from. Nobody wants to hear nothing but praise for a service; such an exaggerated picture may actually put the customer off buying it. Above all, you need to show what needs the product meets and what problems it solves. This is precisely how you can make the customer realise that they will need it. In sales situations where the initiative comes from the salesperson, you must first ensure that the customer feels the need for the product in the first place. Only then will you be able to sell it to them; the customer must feel that they need it. Demonstrating how the product meets that need will then enable you to make the sale.
Don’t give up after just one failed attempt
Most salespeople give up trying to contact a customer after just one unsuccessful attempt, thereby missing out on a sales opportunity. However, it can sometimes take as many as five attempts to win a customer over. Has the customer not replied to an offer sent an hour or two ago? It’s worth sending a reminder – there’s a good chance they’ve simply forgotten about it, and sending a follow-up might rekindle their interest in the product or service they were looking for.
Don’t be afraid to give us a call
In the age of the Internet, most communication takes place via email; however, this is a far less effective form of communication than a phone call. It is very easy to forget an email or put it off until later. With a phone call, it is more difficult for a customer to refuse to speak. When speaking on the phone, you can also answer the customer’s questions as they arise and convey everything that is important for the sale. With an email, you can never be sure that someone will read it in full – or, for that matter, whether they’ll even open it at all. Of course, there are several key elements to every telephone conversation. Naturally, you must start by introducing yourself; that hardly needs reminding. The next step should be to let the customer know how long it will take to present the offer. The phrase ‘this will only take a moment’ is not acceptable. It’s worth giving a specific time; it’s better to ask, ‘May I take three minutes of your time?’. That way, the customer knows exactly how much time they’ll be spending on the call and whether they can spare it; when it comes to a ‘moment’, far more people refuse to talk. It’s also important to maintain a positive attitude during the call – you can really hear the difference. A more confident tone and a cheerier voice make people more willing to talk. So it’s worth focusing on that. Of course, clear diction is also important so that the customer understands everything properly; you shouldn’t speak too quickly, but you shouldn’t ramble on either. If you feel you can get away with a personal interjection during the conversation, go ahead and do so. Ask about the last competition the customer took part in, the latest game they’ve been playing, or even mention yesterday’s weather if you know nothing about the customer. This will help to make the conversation much more relaxed, which will make it much easier to guide the customer through the purchasing process.
SPIN selling, question-based selling
There is a technique whose name is derived from the words ‘Spin Problem Implication Need/payoff’. It involves asking the right questions to encourage the customer to purchase a particular product. However, everything must be carried out in such a way that the client feels as though they have come up with the idea themselves and that the purchase is, in fact, their own initiative. To begin with, you must, of course, gather the necessary information about the client’s environment and context. The next stage is the ‘problem’, so you need to find out what the client dislikes about their current situation. Let’s imagine that a translation agency calls a client – who employs in-house translators – with an offer. An example of a question that might highlight the problem would be: ‘What if you needed to translate a huge volume of documentation within a short timeframe?’ The next stage is the implication; let’s stick with the same example. You can show the client that they won’t manage to translate certain documents on time; as a result, they won’t be able to take part in the tender and will miss out on the opportunity to earn a substantial amount of money. The final stage demonstrates the needs that the service or product addresses. Outsourcing the translation to an external agency can enable the same volume of content to be translated many times faster.
Summary
Sales techniques are the cornerstone of any good salesperson. Without them, it will be difficult to increase sales within the company. Contrary to appearances, they are not some sort of black magic, although some can be difficult to apply – or rather, to overcome one’s own fears – but the more often you use such techniques, the easier they will become. With experience, you will become increasingly comfortable using these techniques, in line with the saying ‘practice makes perfect’. Sales B2B are based on relationships, trust and tailoring the offer to the company’s actual needs. Effective sales techniques foster long-term cooperation rather than one-off transactions.