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Sales in B2B is Increasingly Consultative
Modern B2B buyers are well-informed and often research solutions before engaging with sales,
Sales professionals are expected to act as consultants, understanding the prospect’s business challenges and tailoring solutions to meet their needs. This includes a thorough understanding of the service or product and its technical aspects.
In addition, having knowledge of the prospect’s industry, challenges, and trends helps to diagnose issues and co-create solutions with the client.
Provide actionable insights or ideas in initial interactions to establish credibility and tailor messages to their specific needs or challenges. Use case studies, testimonials, or referrals to build trust early on.
- Combining email, LinkedIn, and other channels can create a more authentic and less intrusive connection.
- Research prospects thoroughly and tailor messages to their specific needs or challenges.
- Leverage Social Proof: Use case studies, testimonials, or referrals to build trust early on.
In essence, while the role of B2B sales has evolved toward greater sophistication and value creation, the first hurdle remains breaking through the outdated perceptions tied to traditional sales tactics.
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