What is B2B sales?
B2B sales, also known as business to business sales, refers to companies who primarily sell products and services to businesses, rather than direct to consumers (B2C). B2B sales typically have higher order values, longer sales cycles and are often more complex than B2C sales.
B2B sales has changed dramatically in recent years and the B2B sales strategies that used to work are no longer effective.
B2B sales used to be a lot easier.
If a person needed a product or solution, they’d reach out to a potential vendor and deal with a sales person, who’d pitch them with the best options to choose. And if they were happy with what they heard, they would make a purchase.
It was a relatively straight forward process, in which marketing was responsible for filling up the sales funnel with leads, and then for sales teams, they were responsible for getting those leads into a sales pipeline and moving them down the funnel and into a sale.
“The traditional purchase funnel diagram, one which any marketer could sketch from memory, is officially dead. The singular, orderly sequence of purchase stages has been scrambled, and marketers need to conform. In today’s world, where consumers have access to constant information through computers, smart phones and tablets, each person’s path to purchase is complex and unique.“