Choose a country

United KingdomEnglish
South AfricaEnglish

Smart Sales – Transforming the B2B Sales Process

7th February 2017

Inside Sales Divider Image

I’ve always been interested in sales. Not just the act of selling itself, but the psychology of how to convince a customer that you are offering a solution to their problems, rather than trying to convince them to part with their cash. The advertising industry has perfected the art of convincing customers that wants should be needs, but most of what we think of as sales and advertising relates to the B2C marketplace.

B2C means Coca Cola or Fairy liquid. It’s the products that you go out and buy. Those companies need to develop marketing campaigns that remind you why you need them. In some cases, these can be very clever – look at how Heineken beer has become a very subtle staple of the James Bond movies. In others, like most washing powder ads, it looks like the format has not changed for decades.

But there are also B2B relationships and although there are naturally fewer customers in the B2B world, it is also extremely important..

B2B sales has been traditionally very relationship based over the years. A company manager will buy from a company that meets the correct criteria, offers the right price, but more importantly has people he or she feels trustworthy. Often these relationships will endure over many years, so a manager leaving one company for a rival can often win business from previous clients – if that manager previously did a good job managing the relationship between the two companies.

There are some very smart changes that are changing the B2B sales process though – reflecting the complexities that have transformed how B2C companies market themselves. This features dates from one year ago, but the observations are still valid, and are in fact accelerating:

B2B sales are being transformed by these processes and companies not exploring all three areas will struggle in a more flexible environment where marketing, sales, and relationships blur together. How has your own sales process evolved recently? Leave a comment below, or get in touch on LinkedIn, and let me know.

Leave a Reply

Your email address will not be published.Required fields are marked *

Helen Murray
Article by: Helen Murray

News & Insights

Recommended for you
Solution Designer
Service Provider
Technology Enabler
Are connected customers becoming overwhelmed with information?

Information overload. We all know about that experience at work. The diary that is just too full of meetings. The emails that can only be answered if they are urgent, with the rest of them disappearing into a sea where they are never seen again. But what about your customers. In general new technologies have been great for customers. They can read reviews, post reviews and comments, check...

Ronald Van schijndel appointed CEO webhelp the Netherlands

Ronald van Schijndel has been appointed as the new CEO of Webhelp the Netherlands. Ronald steps into this role following the unexpected passing of our dear colleague and former CEO Gert-Jan Morsink with whom he’s worked closely on the development and growth of the business since 2012. Thanks to...


How often are travellers using digital methods? What channels are customers using most frequently? And has the internet, as many predicated, replaced the traditional travel agent?   The Travel Industry is one sector that many people believed would be disrupted the most following the...

Brits Are Looking Forward to a Traditional Family Christmas

  Electronic devices and computer games don’t make it into top 10 of gifts   With Christmas just days away, the majority of Brits are looking forward to time with friends and family this festive period, according to the latest consumer research from customer experience expert,...

Case Studies
Webhelp People Analytics