Today’s B2B buyers are more discerning and research-oriented in their buying process. They don’t make decisions in a rush by simply looking at prices and reviews.
Instead, your buyers rely on rigorous research and organic relationships to make an informed decision about buying anything.
If you want to change your sales strategy, this guide will give you seven crucial B2B sales tactics to drive conversions and one
-up your competition.
Before we get to my tactics, it’s important to take a closer look at the B2B sales process. Here are the main stages of the sales process:
While these stages give you an overview of the sales process, remember that your buyers might not move in linear journeys from one stage to another. So, prepare your workflows and teams to deal with buyers at different stages.
Now that we’ve covered the main stages of the sales process, let’s dive deeper into my seven key tactics for mastering it.
If you want to create a robust sales strategy, you have to use data strategically. Your ability to collect and analyze data about your customers and the market can directly impact your sales performance.
B2B sellers can use data for:
Content engagement data can help with each of these points. Content, such as blogs, podcasts, and webinars, is great for inbound lead generation, and helps you identify new market opportunities. Once you have attracted people to your brand and, you can then begin to work out who is most interested in what you offer by nurturing them. You can identify engaged leads, score leads more effectively, drill into what they find most interesting and pass this information to Sales. These all help remove silos between Marketing and Sales, in turn effectively smoothing out operations and handovers.
At the end of the day, data can improve your decision-making process and steer you in the right direction. Let’s look at a few key data points you should analyze for your sales strategy:
Always pay close attention to the quality of your data. You have to constantly update your database to prevent bloating it with information that gives inaccurate overall results.
Sales enablement is a critical piece of the sales puzzle for many B2B players in today’s market. It’s a separate function within your sales team built to support your frontline sales reps in different ways.
With a strong sales enablement setup, you can empower your sales reps to sell more efficiently, build buyer confidence, and maximize their success.
Make a note of these best practices for building your sales enablement setup:
Content is the most critical element common across all these best practices. Content can support your sales reps in many ways—from proposals, presentations and playbooks, to battle cards and objection-handling leave-behinds.
With a data-based platform like Turtl, creating high-performance content for sales enablement is easier than ever. Turtl lets sales reps personalize pitches in seconds, can automate at scale, and track buyers’ engagement and responses. You can use these insights to write more impactful follow-ups and inform your overall B2B content marketing strategy.
Plus, you can constantly track the effectiveness of all sales content, as in what’s bringing revenue and what’s helping reps. Book a demo for Turtl to learn more about its powerful capabilities.
Let’s put you in a common scenario.
You’re a doctor, and a patient tells you they’re feeling sick. Would you randomly prescribe medicines or ask them about their symptoms and relevant questions? Naturally, the latter makes more sense.
The B2B sales process should work similarly: you’re the doctor, and your prospects are patients. Each one is struggling with a unique set of pain points. You have to ask questions and understand these pain points to get to the bottom of their problems and deliver a good solution.
This is the consultative approach to selling. You’re not forcing someone to buy from you. Instead, you guide them to the right solution by providing value and building relationships. It’s about putting your customers first!
If you’re new to this concept, keep in mind these golden rules of consultative selling:
When you take the consultative selling approach, you aim to build lasting relationships with your leads. It doesn’t end with a closed sale. You have to keep in touch even after the purchase and readily resolve their grievances. Set up email auto-responders to connect with customers post-purchase and check up on them.
Most B2B markets are saturated. Buyers are fed up with filled inboxes and cold pitches from random strangers. You simply can’t make an impression on these buyers with a poorly written cold email or a bad call script.
Your only chance of winning is personalization. It’s more than just a buzzword. Done right, personalization can give you access to even the most seemingly inaccessible buyers and build stronger connections. Today you can personalize content far more than beyond a name merge, and show people the content they prefer, based on their past behaviours. You can even automate the process.
I recently read that 76% of B2B buyers have an increased demand for personalized content and sales material. That was before stumbling on Turtl’s report, which shows that deeply personalized content can increase engagement by up to 84%. There’s clearly a strong argument for personalization.
With personalized outreach, you can:
Let’s consider an example of a personalized cold email. Here, the sender quickly establishes the context for their mail with an opening line about the problem. Then, the sender dissects the reason behind this problem and attaches a video explaining this in more detail.
There are some additional details about the sender’s company with a clear CTA.
From the first line, this email shows that the sender did their research before writing any word of this message. They also offered helpful advice instead of just pushing their services.
Among the many elements of personalized outreach, remember to create interactive content to engage your audience. Turtl allows you to design personalized sales documents (like proposals, brochures, newsletters, etc.) with dynamic content.
You can personalize this content using your CRM or lead database with tokens. So, your documents will include tailored content based on your data source.
One of the biggest changes in today’s B2B sales process is how you nurture leads after the initial pitch. On average, it takes at least eight touches to make a sale. If you don’t want to lose your prospects in this process, creating a robust lead nurture strategy is important.
Here are some of the tried-and-tested methods to nurture leads effectively and nudge them to conversion:
Your lead nurturing strategy is your opportunity to stand out and take an edge over your competitors. Spend enough time creating and testing these tactics to win over more customers.
Much of your buyers’ research is learning more about different options to assess which one makes the most sense for their needs. One common way for buyers to conduct this research is by watching videos.
Videos can educate and engage buyers, helping them get closer to purchasing. Not just that, using videos in your sales outreach allows you to:
Most importantly, personalized videos help in building trust among prospects. The logic is simple: if a sales rep makes an effort to understand your business and creates a video focusing on your main problems, you’ll naturally trust them because they see exactly where you are and your struggles.
So, creating videos tailored to prospects can make a world’s difference for your buyers and create a foundation for your relationship.
Here’s an example of an outreach message by a sales leader at Floik with a personalized video demo link specifically created for the buyer. This message is short and sweet, mainly to let the video work its magic!
Pro tip: If you don’t have the bandwidth to create personalized videos for every prospect, develop lead scoring models to find high-intent leads and create video content specifically for these decision-makers.
One tactic that B2B sales reps can’t ignore is social selling. In a world buzzing with social media connectivity, it’s more important than ever for sales reps to interact with buyers on these platforms before hitting their inboxes.
Social selling focuses on building relationships and creating genuine conversations. It’s about networking with your buyers and engaging with them publicly by sharing your wisdom in exchange for theirs.
With social selling, you’re taking the offer to them as well as creating inbound interest because they’ll start noticing you more often. It allows you to build rapport and gain decision-makers trust to shorten the sales cycle and close the deal quicker than usual.
When implementing a social selling approach, remember to:
Social selling isn’t a one-and-done campaign. It’s an ongoing process. So, create systems to maintain consistency and remain top-of-mind for your buyers.
That’s a wrap on my top B2B sales tactics. These tactics will prepare you to influence savvy buyers and take them closer to purchase decisions. Remember that it all boils down to your relationship with the decision-makers. So, focus heavily on personalizing your communication and nurturing leads effectively to bring more conversions.
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