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B2B Selling 101: Grobiz Consultants

This document provides guidance on understanding customers in B2B selling. It discusses 1) understanding the customer's goals, challenges, and how your solution addresses them by researching their website, public filings, and media; 2) understanding different roles within the customer's company and how to tailor your conversation accordingly; 3) helping the customer by resolving issues, improving performance, and motivating them financially or with recognition; and 4) planning sales calls by determining desired outcomes, key beliefs to convey, questions to ask, and next steps.

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suhrut
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Download as PDF, TXT or read online on Scribd
25 views

B2B Selling 101: Grobiz Consultants

This document provides guidance on understanding customers in B2B selling. It discusses 1) understanding the customer's goals, challenges, and how your solution addresses them by researching their website, public filings, and media; 2) understanding different roles within the customer's company and how to tailor your conversation accordingly; 3) helping the customer by resolving issues, improving performance, and motivating them financially or with recognition; and 4) planning sales calls by determining desired outcomes, key beliefs to convey, questions to ask, and next steps.

Uploaded by

suhrut
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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B2B Selling 101

GroBiz Consultants
1. Understand your customer
Customer Strategy:
• What are they trying to accomplish?
• What challenges are they facing?
• How does your solution address these?

Data Sources:
• Review their website
• 10-K filings, Quarterly CEO/CFO presentations
• Analyst comments
• Other public media via Google
2. Understand your customer
Remember:
• You cannot sell to someone who cannot buy!
• The company’s goal and buyer’s goal need not coincide
Be clear on Roles & Relationship with you:
Delighted Satisfied Dissatisfied
Decision maker
Sponsor/ Champion
Influencer
Financial Buyer
User

Actions:
• Tailor conversation to the roles
• If you meet a blocker, strategize how you can go around
3. Understand your customer
How can you help your target?
• Resolve issues they face (i.e. CFO cannot get some report)
• Improve their performance (how is target measured?)
• Win recognition (by their manager, by industry)
• Win financial reward
• Impress their peers
Net:
• Be clear on the compelling reason for the target to act!
4. Understand the Buying Process
Typical B2B Buying Process:
• Determine Needs
• Evaluate options
• Select solution & evaluate risk
• Resolve issues & finalize contract
• Implement & evaluate success
Note:
• Not water tight compartments
• Each situation is unique
• Knowing general guidelines helps evaluate actions to
move to next stage
5. Planning the call
• What is the end in mind? (when will you stop
talking and end meeting?)
– PO?
– Agreement to test?
• Key Beliefs: What do they need to believe to get
there?
• Questions:
– What will you ask?
– What might they ask?
• Next Steps
• Agenda (For extended meetings 1 hour or more)
• Opening Statement
– What will you say to kick off the meeting
6. Executing the call
Roadmap to success
• Build Rapport
• Introduce
• Define meeting purpose
• Share References / success cases
• Confirm assumed ‘pain’
• Then prescribe solution
• Agree on next steps
Important:
• Ask questions. Don’t just talk
Backup

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