4 B2B Sales Techniques for Success in 2022

Successful B2B sales techniques usually have their roots in making the streams of sales steady and predictable. After all, a successful sale is a completed one. However, as much as this used to be enough to declare a B2B strategy good, it is no longer the case. The constant need to tweak your techniques according to customer behaviour and demonstrate results on multiple channels has defined the future B2B outlook.

B2B sales have gone through significant transformations over the past two years. 2020 was all about the sudden pandemic situation. Quick adaptation to avoid interruptions in business processes became a must. In 2021, the B2B community was committed to finding new ways to enhance workflows. Also, improving business growth in post-pandemic circumstances became fundamental. 

However, as we look forward into 2022, there has been a shift to a customer-centric approach. Hence, the focus in the near future of B2B sales is likely to be the changing buyer preferences. In addition, B2B companied should strive to find new ways to satisfy them better than competitors.

In this article, we will have a look at some key differences between B2B and B2C customers and define what a successful B2B sales is. After that, we will go through the top B2B sales techniques for successful business growth in 2022.

The Key Differences between B2B and B2C Customers

The Key Differences between B2B and B2C Customers

Before we elaborate on successful B2B sales techniques in 2022, we need to first clarify the differences between B2B and B2C. The main reason for that is that over the past few years, the B2B model has acquired some of the features of B2C and vice versa. Thus, knowing where to draw the line is fundamental for success.

In B2B sales, the target customer is a business while B2C sales aim for individuals. Therefore, a B2B company would provide solutions, products or services to other businesses. Also, seek contact with decision makers. On the other hand, a B2C company would market to individuals who seek solutions to meet personal needs.

Top 4 B2B Sales Techniques In 2022

In 2022, B2B customers have shifted their behaviour and demand consistent omni channel presence of businesses. This is so prospects can make a knowledgeable decision. Thus, it’s important for B2B leaders to invest in a robust all-round sales strategy with the following techniques:

Top 4 B2B Sales Techniques In 2022

Know The Customer Well

A successful B2B sales technique in 2022 is to know your customers well before they seek further assistance in the process/ before making the sale. Due to the omnichannel interactions customers now engage with, keeping your messages and communication consistent on each channel is key.

A great way to store and analyse the behavior of your clients/prospects is implementing a CRM system on the platforms you use. If your company website uses WordPress, this could be as simple as installing the WP-CRM plugin on your dashboard. Make sure clients agree to data collection and learn how to read their steps and preferences.

Include Other Departments In the Process

Sales departments that work in silos are no longer effective. The buyers in 2022 have a more sophisticated decision-making process. Thus, a successful technique is to involve your whole organisation in your sales fundamentals. This is so you can collaboratively find better ways to convey your message on multiple channels and make content high-quality, informative, helpful and based on solid data. Engage other departments in the GTM (go to market) processes. This is so you make sure you are all working towards the same goal – meeting your audience’s expectations and increasing sales. 

Way too often, digital content is handled primarily by the marketing team. They in turn are unaware of the specifics of buyer personas and sale funnels. As a result, the content is purely informative and heavy and does not provide practical value that the sales team could add to. On the other hand, sales departments need to take up some digital marketing skills to successfully interact with potential buyers.

B2B = P2P = Build Relationships and Trust

B2B = P2P = Build Relationships and Trust

Essentially, business-to-business selling is a people-to-people relationship that needs to make a difference and rest on trust. According to Gartner, 43% of B2B customers prefer lack of interaction with a sales rep during the decision-making and selling process. Moreover, 76% report not taking any action toward a purchase if they only engage with the supplier via digital means (website, social media, digital content etc.).

Therefore, a successful B2B sales technique would be to help potential buyers make an informed decision based on both digital and human communication. Provide sales rep guidance  throughout the digital engagement processes. Be available to chat at every stage of the customer journey, not just at the very end. Also, make sure you keep track of all your clients’ information with a good CRM system like WP-CRM. This way, you will be able to continue offering the best solutions for them once you’ve made the sale and in future.

Include Digital Channels In Your Strategy

Social selling used to be the new trend in B2B sales but has now become mandatory. B2B buyers have moved online. So, in order to engage with them, you need to invest in a robust digital marketing presence.

Thus, B2B sellers now need to acquire new digital skills to be able to reach their buyers and customers. Social media provides the opportunity to capture the attention of younger generations. Hence, the need to be flexible on how you present your brand is crucial. Make sure you stay laser focused on data and content engagement analytics. As a result, you’d be able to build the right B2B strategy for each platform.

Bottom Line 

B2B sales techniques for success have evolved significantly over the past few years. From the key role of the sales rep in the customer decision-making process, to the arrival of the digital platforms and the need of omnichannel digital engagement. As a result, in 2022 there is a consistent need to build trust on the symbiosis of digital and P2P relationships throughout the sales pipeline.

Marketing Team