Skip to product menu
Zoho crm
close
  • Sales
    Press Space or Enter to display list of options
EXPLORE ALL PRODUCTS

Sales

 
CRM

Comprehensive CRM platform for customer-facing teams.

CRM
 
Bigin

Simple CRM for small businesses moving from spreadsheets.

Bigin
 
Forms

Build online forms for every business need.

Forms
 
SalesIQ

Live chat app to engage and convert website visitors.

SalesIQ
 
Bookings

Appointment scheduling app for consultations with customers.

Bookings
 
Sign

Digital signature app for businesses.

Sign
 
RouteIQ

Comprehensive sales map visualization and optimal route planning solution.

RouteIQ
 
Thrive

Complete loyalty and affiliate management platform.

Thrive
 
Voice

Cloud Contact Center Software for businesses.

Voice
 
Suites
CRM Plus

Unified platform to deliver top-notch customer experience.

CRM Plus

Marketing

 
Social

All-in-one social media management software.

Social
 
Campaigns

Create, send, and track targeted email campaigns that drive sales.

Campaigns
 
Forms

Build online forms for every business need.

Forms
 
Survey

Design surveys to reach and interact with your audience.

Survey
 
Sites

Online website builder with extensive customisation options.

Sites
 
PageSense

Website conversion optimization and personalisation platform.

PageSense
 
Backstage

End-to-end event management software.

Backstage
 
Webinar

Webinar platform for webcasting online webinars.

Webinar
 
Marketing Automation

All-in-one marketing automation software.

Marketing Automation
 
LandingPage

Smart landing page builder to increase conversion rates

LandingPage
 
Publish

Manage all your local business listings on a single platform.

Publish
 
SalesIQ

Live chat app to engage and convert website visitors.

SalesIQ
 
Sign

Digital signature app for businesses.

Sign
 
Thrive

Complete loyalty and affiliate management platform.

Thrive
 
Voice

Cloud Contact Center Software for businesses.

Voice
 
NEW
LeadChain

Sync, manage, and convert leads across channels seamlessly.

LeadChain
 
NEW
CommunitySpaces

Online community platform for individuals and businesses to grow their network and brand.

CommunitySpaces
 
Suites
Marketing Plus

Unified marketing platform for marketing teams.

Marketing Plus

Commerce and POS

 
Commerce

eCommerce platform to manage and market your online store.

Commerce

Service

 
Desk

Helpdesk software to deliver great customer support.

Desk
 
Assist

Remote support and unattended remote access software.

Assist
 
Lens

Interactive remote assistance software with augmented reality.

Lens
 
FSM

End-to-end field service management platform for service businesses.

FSM
 
SalesIQ

Live chat app to engage and convert website visitors.

SalesIQ
 
Voice

Cloud Contact Center Software for businesses.

Voice
 
Solo

The all-in-one toolkit for solopreneurs.

Solo
 
Bookings

Appointment scheduling app for consultations with customers.

Bookings
 
Suites
Service Plus

Unified platform for customer service and support teams.

Service Plus

Finance

 
Books

Powerful accounting platform for growing businesses.

Books
 
FREE
Invoice

100% Free invoicing solution.

Invoice
 
Expense

Effortless expense reporting platform.

Expense
 
Inventory

Powerful stock management and inventory control software.

Inventory
 
Billing

End-to-end billing solution for your business.

Billing
 
Checkout

Collect payments online with custom branded pages.

Checkout
 
NEW
Payroll

Payroll software with automated tax payments and filing.

Payroll
 
Solo

The all-in-one toolkit for solopreneurs.

Solo
 
Practice

Practice management software for accounting firms.

Practice
 
Sign

Digital signature app for businesses.

Sign
 
Commerce

eCommerce platform to manage and market your online store.

Commerce
 
Suites
Finance Plus

All-in-one suite to manage your operations and finances.

Finance Plus

Email and Collaboration

 
Mail

Secure email service for teams of all sizes.

Mail
 
Meeting

Online meeting software for all your video conferencing & webinar needs.

Meeting
 
Writer

Word processor for focused writing and discussions.

Writer
 
Sheet

Spreadsheet software for collaborative teams.

Sheet
 
Show

Create, edit, and share slides with a sleek presentation app.

Show
 
Notebook

Beautiful home for all your notes.

Notebook
 
Cliq

Stay in touch with teams no matter where you are.

Cliq
 
Connect

Employee experience platform to communicate, engage, and build positive employee relations.

Connect
 
Bookings

Appointment scheduling app for consultations with customers.

Bookings
 
TeamInbox

Shared inboxes for teams.

TeamInbox
 
WorkDrive

Online file management for teams.

WorkDrive
 
Sign

Digital signature app for businesses.

Sign
 
Office Suite

Powerful collaborative work platform for teams.

Office Suite
 
Office Integrator

Built in document editors for web apps.

Office Integrator
 
ZeptoMail

Secure and reliable transactional email sending service.

ZeptoMail
 
Calendar

Online business calendar to manage events and schedule appointments.

Calendar
 
Learn

Knowledge and learning management platform.

Learn
 
Voice

Cloud Contact Center Software for businesses.

Voice
 
ToDo

Collaborative task management for individuals and teams.

ToDo
 
Tables

Work management tool to connect people, processes, and information.

Tables
 
FREE
PDF Editor

Collaborative online PDF editing tool.

PDF Editor
 
Suites
Workplace

Application suite built to improve team productivity and collaboration.

Workplace

Human Resources

 
People

Organize, automate, and simplify your HR processes.

People
 
Recruit

Intuitive recruiting platform built to provide hiring solutions.

Recruit
 
Expense

Effortless expense reporting platform.

Expense
 
Workerly

Manage temporary staffing with an employee scheduling solution.

Workerly
 
NEW
Payroll

Payroll software with automated tax payments and filing.

Payroll
 
Shifts

Employee scheduling and time tracking app.

Shifts
 
Sign

Digital signature app for businesses.

Sign
 
Suites
People Plus

Comprehensive HR platform for seamless employee experiences.

People Plus

Security and IT Management

 
Creator

Build custom apps to simplify business processes.

Creator
 
Directory

Workforce identity and access management solution for cloud businesses.

Directory
 
FREE
OneAuth

Secure multi-factor authenticator (MFA) for all your online accounts.

OneAuth
 
Vault

Online password manager for teams.

Vault
 
Catalyst

Pro-code platform to build and deploy your apps.

Catalyst
 
Toolkit

Complete resource for any admin-related lookup queries.

Toolkit
 
Lens

Interactive remote assistance software with augmented reality.

Lens
 
Assist

Remote support and unattended remote access software.

Assist
 
QEngine

Test automation software to build, manage, execute, and report testcases.

QEngine
 
NEW
RPA

Automate manual, tedious, and repetitive tasks easily.

RPA

BI and Analytics

 
Analytics

Modern self-service BI and analytics platform.

Analytics
 
Embedded BI

Embedded analytics and white label BI solutions, tailored for your needs.

Embedded BI
 
DataPrep

AI-powered data preparation service for your data-driven organization.

DataPrep
 
NEW
IoT

Harnessing IoT analytics for real-time operational intelligence.

IoT

Project Management

 
Projects

Manage, track, and collaborate on projects with teams.

Projects
 
Sprints

Planning and tracking tool for scrum teams.

Sprints
 
BugTracker

Automatic bug tracking software for managing bugs.

BugTracker
 
Solo

The all-in-one toolkit for solopreneurs.

Solo

Developer Platforms

 
Creator

Build custom apps to simplify business processes.

Creator
 
Flow

Automate business workflows by creating smart integrations.

Flow
 
Catalyst

Pro-code platform to build and deploy your apps.

Catalyst
 
Office Integrator

Built in document editors for web apps.

Office Integrator
 
ZeptoMail

Secure and reliable transactional email sending service.

ZeptoMail
 
QEngine

Test automation software to build, manage, execute, and report testcases.

QEngine
 
Tables

Work management tool to connect people, processes, and information.

Tables
 
NEW
RPA

Automate manual, tedious, and repetitive tasks easily.

RPA
 
NEW
Apptics

Application analytics for all apps.

Apptics
 
Embedded BI

Embedded analytics and white label BI solutions, tailored for your needs.

Embedded BI
 
NEW
IoT

Build, deploy, and scale IoT solutions for connected businesses.

IoT
 
DataPrep

AI-powered data preparation service for your data-driven organization.

DataPrep

IoT

 
NEW
IoT

Low-code IoT platform and solutions for connected businesses.

IoT

Search Result

 
CRM Plus

Unified platform to deliver top-notch customer experience.

Try now
CRM Plus
 
Service Plus

Unified platform for customer service and support teams.

Try now
Service Plus
 
Finance Plus

All-in-one suite to manage your operations and finances.

Try now
Finance Plus
 
People Plus

Comprehensive HR platform for seamless employee experiences.

Try now
People Plus
 
Workplace

Application suite built to improve team productivity and collaboration.

Try now
Workplace
 
Marketing Plus

Unified marketing platform for marketing teams.

Try now
Marketing Plus
 
All-in-one suite

Zoho One

The Operating System for Business

Run your entire business on Zoho with our unified cloud software, designed to help you break down silos between departments and increase organizational efficiency.

TRY ZOHO ONE
Zoho One
Zoho Marketplace

With over 2000 ready-to-use extensions across 40+ categories, connect your favorite business tools with the Zoho products you already use.

EXPLORE MARKETPLACE
Marketplace
Skip to main content
Zoho crm
  • HOME
  • Sales
  • Essentials of B2B sales: Understanding & Building a Strategy

Essentials of B2B sales: Understanding & Building a Strategy

  • Last Updated : July 3, 2024
  • 803 Views
  • 9 Min Read
Let's build your b2b sales process

Business-to-business (B2B) companies are those that conduct transactions with other businesses rather than with individual consumers. These transactions can involve just about anything: goods and services, raw materials, manufacturing equipment, labor and services, and, in Zoho's case, software solutions. Zoho CRM has been in the business of helping businesses for three decades. It's as B2B as businesses get.

Today's B2B buyers are unique; they're intelligent, value-driven, and seek personalized experiences–more so than consumers in business-to-consumer (B2C) markets. To improve or even define your B2B sales strategy, you first need to understand it.

In this article, we'll examine the meaning of B2B sales, what its characteristics are, and how solutions like Zoho CRM can enhance your B2B sales strategies. You can be a total novice or a juggernaut - this article is for anyone in sales looking to learn more.

Table of Contents

What is B2B?

As we've said, B2B refers to commerce conducted between businesses.

Imagine going to a farmer's market. As a restaurant owner, the business you'd do there is B2B; you'd buy ingredients in bulk, plan ahead, negotiate terms, and build long-term relationships with farmers to ensure consistent quality and supply. Several parties would be involved in making the decisions in this process. But if you just go to buy goods for yourself, you're buying for immediate use—an evening dinner, perhaps. You'd act quickly based only on your own preferences, and you'd be the only stakeholder involved in the decisions (unless, of course, you bring your children with you). That's B2C.

Your business may potentially serve both B2B and B2C markets, and creating successful sales strategies requires awareness of their distinctive features, because B2B and B2C spaces are a lot more different than you may think.

Further Reading:Why Traditional B2B Sales Methods Are No Longer Enough  

Key Characteristics of B2B

difference between b2b and b2c sales

Long sales cycles 

B2B sales often require significant amounts of time for research, negotiations, and approvals, resulting in longer sales cycles. This extended process is crucial for building trust, demonstrating value, and meeting the complex needs of businesses. On average, B2B sales cycles exceed six months, according to CSO Insights.

Multiple decision-makers 

Decisions in B2B sales typically involve several stakeholders, such as managers, procurement officers, and financial analysts. Gartner reports that the average B2B buying group consists of six to ten decision-makers, which means sales teams must effectively engage and communicate with all parties to reach a consensus.

Large orders 

B2B transactions typically involve bulk purchases as opposed to small, one-off purchases. Businesses tend to buy in large quantities to proactively meet their dynamic demands and to get fair prices. Between trials, samples and prototypes, and demos, this order is subject to change at will. Therefore, bulk orders require careful planning and coordination to meet business clients' specific needs.

Complex contracts 

Large businesses deal in sales agreements: detailed contracts, service level agreements (SLAs), and long-term commitments. You must clearly outline the terms, conditions, and expectations of the deal to ensure mutual understanding and compliance. You may have to outsource this to third parties if you don't have the ability to get it done in-house.

Relationship focus

Successful B2B sales rely heavily on building and maintaining strong relationships with vendors and clients. Businesses prefer partners who consistently meet their needs, so they'll evaluate you as a whole—not just the product or service you offer. You need to be in it for the long haul, because they likely are.  

 

How are today's B2B buyers different?

B2B sales have changed dramatically over the years. Advances in technology, shifts in buyer behavior, and the rise of data-driven strategies have reshaped how businesses approach sales. Let's dive into some of the key changes:

Digital transformation       

The digital revolution has fundamentally altered B2B sales. Businesses now leverage technology to streamline processes, reach new markets, and enhance customer engagement. We're talking about CRMs, of course. The global CRM market was valued at USD 43.7 billion in 2020, with expectations to grow at a brisk rate over the course of next few years. It's evident that companies are investing heavily in CRM systems and e-commerce platforms to automate sales processes and provide seamless purchasing experiences.

Shift to Data-Driven Sales       

Data analytics and AI are now integral to B2B sales strategies, enabling companies to make informed decisions, personalize interactions, and predict customer needs. Companies using advanced analytics in their sales processes see a 15-20% improvement in sales ROI. This allow businesses to gain deeper insights into customer behavior, optimize sales funnels, and drive more effective marketing campaigns.

Changes in Buyer Behavior       

Modern B2B buyers are more informed and self-sufficient, often completing a significant  significant portion of their purchase journey before engaging with a sales representative. In fact, 68% of B2B buyers prefer to research independently online before making a purchase decision. Content marketing remains the king, as always. Businesses must adapt to the changing behavior of buyers by providing valuable content, improving their online presence, and facilitating a clean self-service experience.

Emphasis on Personalization and CX

Personalization and a focus on customer experience are now critical components of B2B sales strategies, driving customer loyalty and satisfaction. It is no wonder that 80% of consumers are more likely to do business with a company that offers personalized experiences. Personalization in B2B sales can lead to increased customer engagement, higher conversion rates, and stronger long-term relationships.

Integration of Omnichannel Strategies       

B2B sales increasingly adopt omnichannel approaches, combining online and offline channels to create cohesive and flexible buying experiences. One study shows that B2B buyers who use multiple channels have a higher lifetime value than those who use single channels. Therefore, an effective omnichannel strategy ensures that buyers can seamlessly transition between different channels, improving their overall experience and increasing the likelihood of purchase.

 

The B2B Sales Process

Navigating the B2B sales process involves several critical stages, each requiring careful attention and strategic thinking. Every business is unique, so there's no definitive framework for B2B sales. Typically, we incorporate the aforementioned characteristics to construct a process. For example, a typical sales process for may look like this:

 

an average b2b sales process

 

Step 1: Finding leads

The process starts with lead generation, which employs outbound tactics like cold calling and email campaigns, in addition to inbound tactics, like content marketing, SEO, and social media. You're probably already doing this in some way.

Step 2: Making connections

In prospecting, we qualify leads to determine if they're a good fit for our company. This stage usually involves researching prospects to understand their business challenges and industry trends, breaking the ice, and bridging the gap during conversations.

Step 3: Evaluation and analysis

Salespeople interact with potential customers to identify their unique needs and problems. Being a good listener is crucial since it enables you to develop customized solutions for the client's particular problems.

Step 4: Proposal and presentation  

Crafting a compelling proposal and presentation comes next. You need to explain how your product or service can solve the client's problems. Clients often review multiple pieces of content before deciding. In fact, this blog currently serves that very purpose.

Step 5: Negotiation

Negotiation involves discussing terms, pricing, and conditions to reach a mutually beneficial agreement. This phase can be lengthy and involve multiple decision-makers. Effective negotiation skills are essential to navigate different interests and priorities.

Step 6: Seal the deal  

We have to complete our contracts and obtain our purchase orders on time. Even minor disagreements can endanger the deal, so a seamless closing procedure is crucial. It's no wonder that companies that make the buying process easy are 62% more likely to win high-quality sales.

Step 7: Post-sale support  

Post-sale support is vital for maintaining client satisfaction and fostering long-term relationships. Excellent support ensures clients are happy with their purchases, which in turn increases the chances of repeat business and customer retention.

Step 8: Further business

The success rate of selling to a customer you already know is 60 to 70%. To a new customer? Five to 20%. If businesses praise and recommend you, you're likely to become a household name in the community. That's why affiliate marketing, cross-selling and upselling, and loyalty programs are popular in the B2B space.

Further Reading:The seven stages of a sales cycle and how to build and improve your own

 

a quote by Zoho

Let's build a B2B Sales Strategy

As we mentioned, there's no one-size-fits-all B2B sales process since every business is utterly unique. Developing a successful B2B sales strategy involves several critical steps: discovering market opportunities, defining your approach, and building a robust sales process. However, Zoho CRM offers solutions for businesses of all shapes and sizes. If you're unsure about building a B2B sales framework from scratch, we advise starting off with Zoho CRM's offering.

Here's how Zoho CRM can assist you in discovering, defining, and building your strategy.

Discover             

Market insights and lead generation 

For starters, Zoho CRM's sophisticated data analytics and lead creation capabilities assist you in identifying prospective market opportunities and high-value leads. By integrating data from multiple sources and using predictive intelligence, Zoho CRM finds patterns and trends in your target market, which is the cornerstone of any sales process. It helps you understand where to focus your sales efforts.

Lead scoring and qualification 

Zoho CRM's lead scoring is handy for ranking leads and assessing how likely they are to convert. Assigning scores involves evaluating numerous factors, including industry relevance, company size, and participation level. This helps you manage resources more effectively and increase the likelihood of successful conversions by concentrating on profiles and personas that are more likely to do business with you.  

Define             

Sales process customization 

Every company has different sales strategies and goals, and Zoho CRM provides a wide range of customization options to help you specify and optimize the software as you see fit. You can create custom workflows, modules, and fields that serve your specific business or industry and help your teams engage with the new B2B sales system. At Zoho CRM, we believe that CRMs should adapt to the business, and not the other way around.

Setting sales goals and KPIs 

Ont op of that, you can use Zoho CRM to create precise sales targets and key performance indicators (KPIs). You can monitor progress toward these objectives in real time with the help of our comprehensive reporting and analytics tools. These insights enable you to modify plans and tactics on the fly and stay on course.

Customer segmentation 

Defining your market segments is crucial for a targeted sales strategy. Zoho CRM enables you to segment your customers based on various attributes, such as industry, geographic location, and buying behavior. This segmentation helps in tailoring your sales pitches and marketing efforts to different customer groups to increase their effectiveness.

Build             

Pipeline management 

Building an efficient sales pipeline is critical for managing prospects and deals. You can use Zoho CRM to categorize your clients according to several factors, including buying habits, industry, and region. By adjusting your sales pitches and marketing campaigns to suit various consumer segments, you can greatly improve the efficacy of your team's efforts.

Automation and efficiency 

Zoho CRM comes with powerful automation features to streamline mundane and routine tasks such as follow-up emails, task assignments, data entry, and more. By automating these repetitive tasks, your customer teams can focus on building relationships with customers and improving overall productivity and efficiency.

Customized interface 

Canvas for Zoho CRM is the industry's first built-in design studio created to help customers redesign the look and feel of Zoho CRM. Using the intuitive drag-and-drop builder, you can create interfaces that are simple, contextual, and practical to work with. This helps increase adoption and usage among users, which increases the overall value derived from the investment.

Integrations with third-party apps 

Zoho CRM integrates seamlessly with over 1,000 third-party extensions, such as email marketing platforms, accounting software, and customer support systems. These integrations ensure a cohesive workflow across different departments, enhance collaboration, and provide a unified view of customer interactions.

Further Reading: Personalised sales: Five steps to earn customers for life  

 

Choose the right B2B sales strategy. Choose the right CRM.

It comes down to two choices: If you're a medium- or large-sized business venturing into B2B sales for the first time, choose Zoho CRM. Our sales force automation suite, expansive marketplace, and powerful developer platform can help you build a well-oiled B2B sales process. If you're a micro or small business, choose Bigin by Zoho CRM, our starter-pack CRM for business looking to grow out of spreadsheets and emails. Either way, we've built the right solutions to assist you in discovering and mastering your B2B sales strategy, all in one place.

Our business relies on your success and worth. Whether you're a solopreneur, a family-owned business or a large enterprise, Zoho CRM offers the flexibility and functionality to support your business and deliver success. Zoho CRM is the world's favorite CRMs, trusted by over 250,000 businesses worldwide.  

Leave a Reply

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

By submitting this form, you agree to the processing of personal data according to our Privacy Policy.

You may also like