• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
  • Weekly Sales Tip
  • |
  • 303-741-6636
kla-logo

KLA Group

IT Sales and Marketing Agency

Menu
  • SERVICES
      • Digital Marketing
      • Custom Website Design
      • SEO Consulting
      • Email Marketing
      • Content Development
      • Marketing Coaching
      • Software Development
      • Our Process
      • Revenue Generating System
      • Digital Marketing Services
      • Sales Training & Coaching Programs
      • Sales Training Programs
      • How to Cold Call
      • Consultative Selling
      • Email Prospecting
      • How to Ask for Referrals
      • Lead Generation Training
      • Sales Coaching
      • Sales Process
      • Sales Hiring Coaching
      • Outsourced Sales Management
      • Sales Assessment
      • Contact Us
  • WHO WE SERVE
    • ConnectWise Evolve
    • IT Managed Service Providers
    • IT Solution Providers
    • Sales Consultants
    • B2B Companies
    • Phone System Providers
  • ABOUT KLA
    • Who We Are
    • About Kendra Lee
    • Hire Kendra Lee to Speak
    • Meet the Team
  • BLOG
  • RESOURCES
    • Books by Kendra Lee
      • The Sales Magnet
      • Selling Against the Goal
    • Ebooks & Guides
    • Events
    • Weekly Sales Tip
    • Thoughts About Generating Revenue
    • Coffee with Kendra
  • Contact us

How to Win B2B Sales

Last updated November 15, 2022 Categories: Revenue Generating Success Strategies , Sales Prospecting

By Mike Schultz
There’s little dispute that the world of B2B sales has changed. With all the advice out there, it’s hard to know what to keep, what to tweak, and what to throw out completely. After all, everything we’ve learned over the years can’t be rubbish—and it’s not.

To find out what’s relevant today, the team at RAIN Group studied over 700 B2B sales from the buyer’s perspective. We found that the winners of actual sales opportunities exhibit behaviors on three levels.

The 3 Cs of Winning B2B Sales

 

In our new book, Insight Selling: Surprising Research on What Sales Winners Do Differently, we share the three levels of RAIN Selling. Based on our research, sales winners:

    1. Connect: B2B sales winners connect with buyers on a personal level. Ask 10 of the top sellers at your company the keys to their success and I guarantee you that the strength of their relationships is going to be on the list. Relationships are just as important as ever.Sales winners also connect the dots between buyer needs and their own products and services. While this is the basic premise behind solution sales methods, the method needs to change in a few important ways:
      • Today’s sales winners don’t just focus on pain, they focus on buyer aspirations and goals.
      • Rather than focusing heavily on diagnosing needs, they often simply must demonstrate a clear understanding of needs.

Relationships and solution sales used to be enough to win the sale. While they are still important, they only get you in the game. If you’re in it to win it however, you have two more levels to cover.

    1. Convince: It’s common advice that sellers need to share a compelling ROI story with buyers. In our study, buyers indicated that sellers not only need to do this, but also:
      • Convince buyers that they are the best choice among all other options
      • Minimize the perceived risk involved

This last point—the idea of minimizing risk—is an important and often understated factor in the buying process. You could share the most compelling ROI case for moving forward with you, but the buyer still won’t buy if they a) don’t believe it, or b) feel there is too much risk involved to justify the return.

    1. Collaborate: This is where the research gets interesting. When we looked at the factors that most separate sales winners from second-place finishers, two factors rose to the top. The winners:
      1. Educated buyers with new ideas or perspectives
      2. Collaborated with buyers

Now, on their face these might not seem to go together. But where do new ideas come from?

Ideas are often the result of collaboration and brainstorming. Of trial and error. Ideas are a culmination of different peoples’ perspectives and experiences. Sellers who bring new ideas to the table and work collaboratively with buyers to develop new solutions are the ones winning the sale.

In Insight Selling we outline how B2B sales winners not only connect, convince, and collaborate to win new sales, but also to maximize repeat business and referrals.

If you want to learn how to become an insight seller, pick up a copy of our new book. And if you order by May 10, you’ll receive an exclusive expert interview series on what it takes to succeed in sales today. You’ll also be invited to join my Insight Selling co-author, John Doerr for an exclusive webinar on What It Takes to Become an Insight Seller. Plus, we are donating our portion of royalties earned during the launch to the American Heart Association to support congenital heart defect research, which is a cause near and dear to my heart (read chapter 3 to find out why).

Primary Sidebar

Join Us

6 Marketing & Sales Strategies To Fill Your Pipeline Fast Kendra Animated

Buyers are hesitant to spend money, but you can still fill your pipeline.

RSVP

Get Your Guide: Build and Protect Your Sales Funnel

KLA 45 Ways

Use these strategies to protect your current clients while generating new leads.

Download It Now

Find Us On Youtube

Get Connected


Get Connected

Categories

  • B2B Lead Generation & Marketing
  • blog
  • Christmas Parodies & Holiday Blogs
  • Email Marketing
  • General
  • Lead Generation
  • Revenue Generating Success Strategies 
  • Revenue Generating System
  • Sales Hiring
  • Sales Prospecting
  • Sales Strategy
  • Sales Tips & Tricks
  • Sales Training Development
  • Selling in Pandemic
  • SEO
  • Success Strategies
  • Videos
  • Website Design
  • Winning New Customers

Footer

Services

  • Digital Marketing Services
  • Sales Training
  • Sales Process
  • Hire Kendra to Speak
footer-logo

Resources

  • Blog
  • Coffee with Kendra
  • Events
  • Ebooks & Guides
  • Newsletter
  • Weekly Sales Tip
  • Books by KLA

About KLA

  • About Us
  • Who We Serve
  • Revenue Generating System

Contact Us

Call +1 888-305-0471Contact Us

Join Us

Subscribe OptionsCoffee With Kendra
  • Privacy Policy
  • Sitemap

© 2023 KLA Group. All Right Reserved.

Be the first to know about our sales and marketing webinars

You could be generating more revenue.

Get proven sales and marketing strategies that help you generate more revenue, hit goals, and grow your businesses during our Coffee with Kendra webinars.

Get On the List

Let us know which invites you want to receive and we’ll add you to the list.

Name(Required)

Talk with an Expert

Name

Lead Generation Syllabus

Name

Sales Coaching

Name

How to Ask for Referrals Syllabus

Name

Email Prospecting Syllabus

Name

Consultative Selling Syllabus

Name

How to Cold Call Syllabus

Name