Salespeople come in many shapes and sizes, and generally speaking, different sales techniques are right for different markets. Consumer selling is a good example – some sales staff takes their product directly to the customer, while others let the customer come to them. However, selling a product or service to another business is a little different. Although there’s not a single fool-proof approach that’s guaranteed to work every time, many business-to-business sales environments are quite similar in nature, which means that there are a few broad strategies you can adopt to help you meet your targets.

Cultivate your prospects

In most cases, the world of business-to-business sales is like growing vegetables in an allotment. You plant different seeds in different areas, and help them grow over a number of months. Some yield a harvest quicker than others, but most take time to come to fruition, and some turn out better than others. The first step is to be realistic. It might be good for you and your company to land that prestigious, big-name client, but put all your eggs in one basket, and you could be left with nothing. It’s usually wise to focus on the prospects that are most likely to yield results, however large or small. Keep in regular but respectful contact with them – you need to make sure they don’t forget you, but they could also get cold feet if you keep bugging them. It’s also important to research your prospects thoroughly. If you have enough information, you’ll be able to tailor your pitch to address your prospect’s core needs, which will increase your chance of a sale.

Adopt the right attitude

Whereas B2C sales transactions are usually confined to a single encounter, a B2B sale will often take a long time to secure. This means that every meeting, email and telephone conversation is vitally important, and one mistake can be very costly. Although many sales staff are principally motivated by targets and bonuses, the best salespeople are able to transcend self interest when dealing with clients. You may be selling to another business, but you’ll often be dealing with one or two key individuals, so it’s crucial that you know how to build strong personal relationships. People like to be made to feel important, and potential clients will need plenty of energy, commitment, and patience from you. If you listen more than you talk, and be as helpful and supportive as possible, they’ll begin to feel like they really matter to you.


Once a sale has been completed, a good salesperson doesn’t just wash their hands of the client and move on to the next one. Keep in touch regularly, and make sure that customer service staff are looking after them. If you build a long-lasting relationship with your clients, they may even help you obtain further sales down the line. People talk, and if you play your cards right, your clients will only have good things to say about you.

Author's Bio: 

Nick Cassells is a web writer and works in partnership with, a highly respected recruitment agency for the construction industry. they particularly specialise in providing construction sales personnel to UK business. You can view other articles on salesmanship and all their services at