Commercial transactions between companies represent an essential part of the global economy and play a fundamental role in the innovation, growth and development of various sectors. Platforms like LinkedIn, a network of professionals and companies, are 270% more effective at generating leads than massive social networks like Facebook or X (Twitter). However, the world of B2B sales is complex and challenging, with its own rules and strategies. With this article we want to explain everything you need to know about B2B sales, highlighting its importance, its differences from B2C and providing key tips to succeed.
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What is B2B sales?
B2B sales, or “Business-to-Business” in English, refers to a type of commercial transaction in which a company offers products or services to other companies or organizational entities instead of selling them directly to individual consumers. In other words, in B2B, a company acts as a supplier, providing goods or services that will be used in the operations or business processes of other companies, rather than intended for final consumption.
Difference between B2B and B2C
The main difference between B2B and B2C sales is the target audience they address. In B2C sales, the target is the end consumer, while in B2B sales they target other companies. But, this is not the only difference, in this comparison table we explain it better:
| Buying cycle and relationships | Planning and strategy | Transaction volume and value | |
| B2C | Sales tend to have a shorter, more transactional purchasing cycle and relationships tend to be ephemeral, being driven by immediate customer satisfaction. | Sales often focus on mass marketing strategies to attract a broad target audience. Planning is more flexible and oriented to the season or specific events, such as seasonal sales or holidays. | Transaction volume is usually high due to the large individual customer base. However, the individual value of each transaction tends to be lower. |
| B2B | The purchasing cycle is generally longer and more complex. Decision making involves multiple stakeholders within the buying company, and business relationships often develop over time. | More extensive planning and strategy is required. Companies must thoroughly understand the needs of their business customers and customize their offerings to meet those specific needs. | Although the number of transactions may be lower in B2B sales due to the focus on long-term deals, the value of each transaction is usually considerably higher. B2B sales often involve larger contracts and longer projects. |
12 B2B Strategies for your sales
The nature of B2B relationships means that they have unique characteristics and challenges, which therefore require unique approaches. To give you some ideas and help you decide which strategy is most beneficial for you, here are 12 examples:
Building a personal brand on LinkedIn
Beyond simply establishing a profile, it’s crucial to post regularly on topics relevant to your industry. Also, participate in discussions and share your opinion in a professional manner. Not only will this help you stand out, but it will also attract potential clients who are looking for experts and thought leaders in your field.
Participation in LinkedIn Groups
Joining groups related to your niche on LinkedIn is a great way to build your network and reputation. Don’t just join in; Actively participate in conversations, provide advice, answer questions and share useful information. Your involvement will help you build strong relationships and be recognized as an expert in your field.
Strategic connections
On LinkedIn, the quality of your connections is just as important as the quantity. Focus on building truly meaningful relationships with professionals relevant to your business. Seek opportunities for mutual collaboration and joint learning. Building a strategic network will open doors and expand your reach significantly.
LinkedIn Ads
To reach a specific audience on LinkedIn, consider using platform advertising. You can segment your ads based on various criteria, such as industry, job title, location, allowing you to directly reach potential customers who fit your ideal profile. The opportunities with LinkedIn Ads are limitless, its tools are varied, and its community is extensive. However, making the most of this platform is not an easy task. It requires time, effort, knowledge and resources. You may recognize the potential of LinkedIn to boost your startup or company, but find yourself lost on how to get started. Maybe, you’ve been consistently creating quality content, but the metrics don’t reflect your efforts.
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Development of ideal client profiles
An effective B2B sales strategy involves creating detailed profiles of your ideal customer (buyer personas). What you will achieve with this is a better understanding of their specific needs, challenges and objectives. Then, with this information, you can customize your messaging and sales approach to meet the unique needs of each prospect.
Long term relationships
In B2B sales, strong relationships are essential. You should think about building long-term relationships with your clients, providing them with exceptional service and becoming a trusted partner in their success.
Focus on value
When presenting your products or services to potential customers, emphasize how your offering adds value to their business operations. Highlight the benefits and results they can expect to get, not just the features.
Content Marketing
Content marketing is one of the most powerful strategies for establishing authority and attracting customers. Create relevant and valuable content that answers your prospects’ questions and needs. Share useful information that demonstrates your expertise in your industry and build trust.
Email marketing in B2B sales
This type of marketing not only allows for direct and personalized communications, but is also a tool for nurturing long-lasting relationships. Through follow-up campaigns, educational content, and personalized offers, you will build trust with your potential customers over time. Keep in mind that this is a critical factor in sales processes that usually take a long time.
Collaboration with internal teams
Work closely with other departments in your company, such as marketing and customer service, to ensure a consistent and effective customer experience. Internal alignment will give you credibility and seriousness.
Custom pricing strategy
Offering personalized pricing solutions that fit each client’s needs and budget is a highly effective strategy. This may include volume discounts or modifiable agreements, depending on the term, that demonstrate your future commitment to your customers.
Competitor analysis
Staying aware of your competitors and adapting your strategy accordingly is crucial in the business environment. You must understand their strengths and weaknesses to highlight your value proposition effectively, staying competitive without looking like one of the crowd.
Customer monitoring and maintenance
Once you’ve closed a sale, continue to provide support and follow-up. Look for opportunities to expand the business relationship by offering additional products or services that meet their changing needs or simply let them know that you care, that you don’t just want to sell to them.
Its benefits
B2B sales have proven to be a profitable and beneficial strategy for the companies that carry them out. Unlike B2C, B2B sales involve commercial deals between companies, providing, among other things, the following benefits:
- One of the main benefits of B2B sales is the possibility of generating a greater volume of sales as such. Because B2B sales are typically long-term, companies can strike deals with customers that allow them to secure a steady stream of revenue over an extended period of time.
- Because business deals between businesses are typically large-scale, businesses can sell products or services at higher prices.
- Possibility of building customer loyalty. Commercial deals between companies are generally long-term, companies establish solid and lasting relationships with their clients, which allows them to keep them for longer.
- Higher profit margin. Because B2B sales are typically large-scale, they can negotiate lower prices with their suppliers for higher profits.
- Greater investment capacity in research and development. A consequence of being able to obtain greater income and profits through B2B sales is being able to invest in the research and development of new products and services. This improves competitiveness in the market.
B2B Sales Examples
B2B Marketing Agency
A B2B marketing agency specializes in providing marketing and consulting services to other businesses. These agencies work closely with companies that want to increase their presence in the business market, generate leads and refine their marketing strategy, both digitally and in the physical world. The services they offer are diverse and include digital marketing, content development, social media advertising, lead generation and data analysis.
Sale of office equipment
Companies dedicated to the manufacture of printers, photocopiers and office supplies are dedicated to marketing their products to other companies. For example, a company specializing in office technology can offer high-quality, multifunction printers to other companies in order to help them effectively manage their printing and copying needs. These agreements often include ongoing maintenance services and recurring supplies.
Business software sales
Companies of this type offer customized solutions to other companies to address specific needs in areas such as human resource management, accounting or enterprise resource planning (ERP). For example, a software company provides a human resources management system to another company, thereby simplifying personnel, payroll, and benefits administration.
Construction materials
Companies that are dedicated to the production of materials such as steel, cement, wood or glass sell their products to contractors and construction companies that use them in building projects. These transactions are often in large amounts and involve long-term contractual agreements as well.
Industrial equipment
B2B sales of industrial equipment is the marketing of heavy machinery and specialized equipment to companies in various sectors, such as construction, manufacturing or agriculture. These sales generally require a high level of technical advice and may involve maintenance and after-sales support services to ensure the continued operation of the equipment.
Sale of medical equipment
Companies specialized in the manufacturing and distribution of medical equipment, such as magnetic resonators or cardiac monitoring devices, market their products to hospitals and clinics. Services such as training and maintenance are often included in these deals to ensure that medical staff can use the devices effectively and that they operate smoothly.
Sale of raw materials for the food industry
Companies that are dedicated to the production and distribution of raw materials, such as flour, sugar or vegetable oil, sell these products to companies in the food industry that use them to manufacture final products, such as bread, sweets or packaged foods.
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Conclusion
In short, despite the inherent challenges of B2B sales, the opportunities it offers are invaluable. By understanding its unique dynamics, building strong relationships, and adopting effective strategies, you will be able to not only survive, but thrive in this competitive field of business transactions. With a constant focus on innovation and excellence in customer service, B2B sales will continue to be a fundamental pillar in the growth and evolution of all companies.
If you are focused on your company and sales, I recommend that you read the following articles from the Streamion blog: Guerrilla marketing , advertising spot , SEM campaigns , advertising psychology , programmatic advertising , viral ads , commercial seller , among others.
