Ninety percent of buyers will check out up to seven websites before they pick their preferred seller, according to Dialogtech. WebFX also says that when B2B buyers contact a vendor, they are more than halfway through the decision-making process.
Winning over B2B in today's fiercely competitive market is no mean feat. This guide walks you through some key tips from the best sales training companies to tune up your processes and improve your prospects of rising to the top of the vendor list, even as a beginner.
Focus on sales training
Forbes magazine reports that 55% of salespeople don’t have the basic skills they need to succeed. So, consider creating a sales training calendar with regular programs and workshops to sharpen your team’s skills. Brainshark notes that companies with regular training have 28% higher win rates and rake in 17% more in revenues.
Here are some key techniques your learning programs can drill down on to get an edge.
Storytelling
Drowning B2B buyers in data can overwhelm and put them off. Share stories instead to create a stronger emotional connection. Research by neuroeconomist Paul J. Zak showed that stories evoke strong neurological responses that move people to action. Additionally, people tend to remember stories more than data.
A powerful story is compelling, authentic, and resonates with the buyer’s needs. It’s also sprinkled with emotional appeal and sensory language to paint a vibrant picture in the buyer’s mind.
Qualifying leads
Biznology reports that B2B buyers are slower to make up their minds, and deals take 22% longer for companies to round up than they did in previous years. What’s more, surveys by Sales Insights Lab found that 50% of prospects aren’t a good fit.
With more time spent on each sale, qualifying leads quickly and correctly is an important factor in your training to avoid wasting time.
Some of the questions you can ask to avoid chasing unconvertible leads include:
- Do they have the budget to spend on your offering?
- Does the business have a burning need for what you are selling?
- Is your product or service the right fit to solve their needs?
- Does the contact person have purchasing authority?
Build solid relationships
Growth in the B2B market rides on the back of strong relationships. A study on B2B buyer behavior by Demand Gen found that a whopping 76% of buyers now demand more personalized attention depending on their needs.
Also, as a B2B seller, the stakes are higher. Losing one account could give your bottom line an irreparable knock. So, it’s critical to train yourself to build relationships. While this can be costly and time-consuming, the long-run results are often impressive.
According to Act-On, B2B companies get approximately 30% of revenue from retained customers. You can also spark an influx of referrals that can draw in more business. The Sales Benchmark Index highlights that 84% of B2B decision-makers rely on referrals to start their buying process.
Some ways to build unshakable relationships include:
- Digging deeper into your buyers to help create stronger connections. When you know more about what’s important to them, you can tailor your pitches to address their specific needs.
- Maintaining open lines of communication. It helps to communicate regularly with buyers to keep them updated and quickly respond to their queries.
Winning in B2B
To succeed in the B2B world, focus on creating a culture of sales training to keep your reps up to speed and on point with key skills such as storytelling and qualifying leads. It’s also important to build solid relationships to retain customers and pull in more business through referrals. These tips can help you kick-start a successful B2B business.
