Renowned sales author and podcast host Andy Paul said “how you sell is more important than what you sell”. In the world of B2B sales, that is a mantra that should be practised by those involved in it. A study by CSO Insight showed that it takes 1 - 3 months for a B2B sales deal to close. This is no surprise as B2B sales can involve multiple decision makers with many touch points. 

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So how does one actually master the art of selling? Don’t worry cause we’ve listed down a few tips that can help you in this.

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1. Be the expert 

Before you start your B2B marketing or sales for a particular product, get to know that product thoroughly. Put yourself in your customer’s shoes and see how that product can be beneficial to you. Ask yourself questions and get the answers to prepare yourself from not presenting hollow information during your pitch. 

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The most important aspects of product research is to clearly know how the product differs from competitors and knowing its strengths and limitations.

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2. Talk with confidence

Being unconfident during your presentation to a client is the last thing you need. Prepare yourself beforehand. Although gaining high level confidence is not something that can happen overnight for everyone, having a lot of practice sure does help. 

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One good way of doing so is to have a mock up pitching session with your teammates or even your friends or family just to see how they react to get a rough gauge of the actual scenario. Remember confidence is good but too much confidence might make you sound arrogant. 

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Psst… Smile! it will make your voice sound less nervous and you will look good too.

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3. Know your customer

Not all B2B sales leads are the same. They all have different pain points, business goals and organisational structure. Just like how you should research about the product that you’re selling, being familiar with your customer’s background is vital!

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For small businesses it is easier to talk directly to decision makers however when it comes to large organisations your first touch point is most likely going to be a gatekeeper. You must always bring your A-game to get past them. Being insightful about your leads would make selling easier for you as you are prepared with what and how to say to whom.

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4. Manage your expectations

Keep it real! No one is expecting you to score full marks all the time. Do not set standards that are too high for yourself especially during the early stages of your sales career.

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Everyone has their own weaknesses. It is important to acknowledge your limitations and remember to not be bound by them. Rejection is a part and parcel of the sales world. Learn to accept it and work your way around it to be better. Expectation management can help you to be optimistic and not be discouraged during hard times. 

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5. Continue to learn and evolve

Never let your sales skills stagnate. Take the time to learn from peers or subject matter experts and see how you can adapt their strategies for yourself.

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Sales are omnipresent. Open your mind and try to gain any knowledge from sales situations that are happening around you. You never know what might inspire and could help you thrive in your sales career.

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As a salesperson, especially B2B sales, it is important to upskill yourself. Having the constant hunger of self improvement could boost your performance and make you an inspiration for others to follow.

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P.S. If you are someone who loves podcasts and gets inspired by it, watch Secrets for the Successful Salesperson by Honey Never Sleeps and don’t forget to subscribe!