# B2B銷售入門
## Introduce:
Impactful
Flexible
Lucrative
Qualify Prospects
Fill Pipeline
Get Results
Freedom
Flexibility
Control
Measurable result
- [B2b銷售基礎](https://www.linkedin.com/learning/b2b-sales-foundations/what-does-modern-b2b-sales-look-like?autoplay=true)
## B2B Sales: what is it and the skills you need
常見於以下產業：
Software
Manufacturing
Consulting
Property management
Sales team
Procurement rules
Budget cycles
Multiple influencers
> you need to keep them happy
> need to know complex products, customized services and demanding customers
> large deal sizes make the works challenging and generally leads to a well paying career path
> Dave: Easygoning and high energy at sametime, people want to around him, he remember people he has met, and has kind of authentic comment for everyone.
> Lyn: lyn is quiet, serious, and methodical. an egineer by training, and yet people trust her and people want buy from her because she understand their needs and finds that perfect solution for each client.
### What it Takes to Thrive
- Thick skinned
- Confident
- Resilent
Interested in helping
Believes in products and services
Recognizes when products are beneficial
Ask good questions
> more curious about your question and about the conern I had, he'd know I wasn't interested in the food discount
> good presenter, but that didn't make you good at selling.
### Skills to be Successful
#### ?
1.
* Attracting prospects
* Qualifying lead
2.
* Educating buyers on your products and services
3.
* Listening for buyer needs
* Building conceptual agreement
4.
* Closing deals
* Asking for referrals
*
#### ?
- Customer's need
- Communcation
- Trust
> not borned, hard work and desired.
### Are you paying attention?
- Buyers come prepared
- Meeting can be larger
- Easier to build consensus
推薦課程：
https://www.linkedin.com/learning/sales-strategies-and-approaches-in-a-new-world-of-selling/the-new-world-of-selling?autoplay=true
### Cooperate with your collegue in B2B sales
be startegy about how to spend your time
if impact of your involvement is great, then find a way to help, if you do, your company will have better results and you are more likely to get the resources you need.
### Dealing with rejection in B2B sales
> reach nos
Rejections
- Expect it
- Prepare for it
- Welcome it
Keep Win/Loss Record
Win/Loss Record Tracks
- Outreach
- Progress
- Conclusions
How to Grow from Rejection
- Find accountability partners
- Understand the "Why"
- Change "no" to "not right now"
###
Who should a B2B salesperson never sell to?
- consumers buying with their own money for their own personal use
B2B is short for business to business. It refers to companies whose sales teams sell products and services to other businesses.
What is **not** an important skill for B2B sales success?
- ability to push through a presentation without being slowed down by prospect questions
Ultimately, selling is about understanding the customer’s needs, about communication, and about forging trust.
How can a virtual sales meeting help you in the sales process?
- more people can participate
Another advantage of the virtual meeting is that more people can participate—it can be powerful to bring a technical person along with you to the meeting to demonstrate commitment and more fully respond to questions and objections.
When balancing your own goals with requests from colleagues, you should be like `_____`.
- jelly
Should you be like peanut butter, barely covering the entire surface area of the bread, or jelly, lumpy and missing spots? If you want to hit your quota, think jelly. Sales is one of the few disciplines where hitting your goals is really clear, and you are compensated on those goals.
What is typically true about rejection? A. Salespeople experience it frequently. B. It is generally your fault. C. It hurts. D. It can be a tool for learning.
- A, C, D
Understand all the reasons for potential rejection
## B2B Sales: How to identify, Connect with, and Qualify Prospects
## Why Defined Your Best Customer?
list ranked by overall spend, variety and frequency of purchase, and profitability.
use that list to develope and test hypothsess.
by the customer you want more of?
> being choosier about who you are willing to serve
## Building Relationships with prospects: Tools and tatics
Warm Referrals
Referral Sources
- Bankers
- Lawyers
- Accountants
- Association executives
- Industry analysis
> referral nurturing can fit your schedule
> attend events, local comferences, association meetings, chambers of commerce. Go where your ideal buyer goes.
> Volunteer for one of those organizations, as a host, speaker, or the behind the scene facilitator , to get to know people and put your name out their.
Don't push for a deal too early!
> Looks for ways to help them, introduce to other client who have similar challenges, share useful research, and just be a quiet colleague.
> investing in the relationship before the stakes get high will set you up for long-term successed.
## Evaluating prospect for key qualities
MANdate
- Money
- Authority
- Need
- Desire
What is true about a best customer?
- They value quality and service over price.
A best customer is one who values quality and service over price, one who’s likely to have ongoing needs, and is likely to get great value from the specific range of products and services offered by your organization.
What is the gold standard for leads?
- warm referrals
The easiest way to find prospective customers, the “gold standard” for leads, is via “warm referrals."
What does MAND stand for?
- Money, Authority, Need, Desire
What you should do first is find out if they have the MANDate.
## B2B sales: How to Pitch, Handle rejections, and Close the Deal
### Ensuring great initial B2B prospect meeting
Online decision-making
Define your agenda together
- Objectives
- Timing
- Processes
- Answer Questions
- Next steps
Roles play by a B2B Salesperson
- Consultant
- Advisor
- Problem solver
- Goal coach
Listen: determine if there is a fit
> The first meeting is to understand their desired destination and to demonstrate your own credibility and worthiness to join them on that journey.
### Anticipating, responding to, and following up on objections
Objections are a gift!
Potential Objections
- Dosen't understand your product's value
- Your product has a missing feature
- Determine if product is not a fit
- Don't have the budget
- Not intersted to start with
write down some objections you hear often (list)
No objections? Could be bad news!
Objectinos generate conversations that build trust and understanding.
> Take the time to understand your prospect's concerns and ask more questions. If you do, you will increase the chances of expanding the benefits for your prospect and for you too.
> Just because you've invested time in a sale doesn't mean you're going to win every deal, but taking the time to qualify your leads and build conceptual agreement with all of your influencers as well as your buyer will lay the groundwork for this sale and for future sales.
### Closing the B2B sales deal
What get in the way?
* Customer vacations
* Other priorities
* Fire drills
* Wating for new product release
How to build and keep momentum towards a signed contract?
Keep a deal moving
* Always set "next steps"
* Close all objections, early
* Understand Decision making process
* Build buy-in
* Gather all skateholders (decision-makers?)
* Create a sense of urgency
* Identify the decision-maker
* Be honest
Stay in touch after the deal closes!
> Stay in touch directly with the customer and through others in your organization like the account manager or support team. That's how you build a strong book of business.
### Building B2B sales goals
How can you be measured?
- High level sales goal
- Number of new customers sales
- Sales per product line
Pipeline Report
Sales funnel
> The important thing is you have a clear picture of where you are relative to your goals and what you need to do to be successful
Crunch the numbers (list)
> The inputs that drive the kind of results you want. Having a structured process and weekly metrics will ensure success.
### Handling missed sales goals
how to handle missing your goals?
Missing your Quota
- Get help from your boss
> It could be an opportunity to find a better role and organization to demonstrate your talents.
What objection is often a red herring?
- "It's too expensive."
This is usually code for “We don't see enough value to put it into this year’s budget." And that conversation is a good one to have.
When do you need conceptual agreement?
- just before you present a proposal or contract
Conceptual agreement is just a fancy way of saying that the prospect has told you that if you provide a contract that outlines what the two of you have discussed within the price range you have agreed to, that they are ready to sign it.
Why is it important to create urgency in the selling process?
- because you are ultimately rewarded for hitting your quota
Salespeople are rewarded for one thing: generating revenue. You have quotas, and your compensation likely depends on achieving those sales numbers.
What should you do once you have your goals set?
- Build a plan to achieve your goals.
Whatever the situation, once you have your goals, it’s up to you to build the plan to achieve those goals. Your pipeline report is your best friend. You can use your pipeline to help you prioritize activities by days and weeks, as well as by quarter.
What's the most important thing to prepare when you're having a first meeting with a prospect?
- a shared agenda
Your prospect has a destination in mind, and they're trying to assess whether you can help them get there. The first meeting is to understand their desired destination, and to demonstrate your own credibility and worthiness to join them on that journey
According to research findings released in 2020 by ValueSelling Associates, Inc., a B2B sales training company, about `_____` of business-to-business (B2B) salespeople said they do not have enough leads in their pipeline to meet quota.
- 70%
## Conclusion
Take Actions!
推薦以下課程：
https://www.linkedin.com/learning/selling-into-companies/welcome?autoplay=true
https://www.linkedin.com/learning/solution-sales/getting-started-with-solution-sales?autoplay=true
> Your goals are within your reach. And with grit and perseverance, you're sure to get there.
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chatGPT重點摘要
使用這個Promopt:
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We introduce Extreme TLDR generation, a new form of extreme summarization for paragraphs. TLDR generation involves high source compression, removes stop words and summarizes the paragraph whilst retaining meaning. The result is the shortest possible summary that retains all of the original meaning and context of the paragraph.
Example Paragraph:
Extreme TLDR:
```
B2B 是指公司向其他企業銷售產品。 他們通常有銷售團隊，並在各種行業中發揮作用。 一些組織同時擁有 B2B 和 B2C 業務線。 由於採購規則、定義的預算週期和需要考慮的多個影響因素，B2B 銷售比 B2C 銷售更複雜。 B2B 銷售需要了解複雜的產品、定制服務和苛刻的客戶。
一個好的B2B銷售人員需要樂於助人，提出好的問題，臉皮厚，自尊心強，有韌性。 他們不需要善於表達。 成功的銷售人員通過努力工作和渴望培養了重要的技能。 在 B2B 銷售中取得成功的方法不止一種。
大流行改變了 B2B 銷售，使其更加數字化和協作。 買家來參加會議已經做了研究，通常不需要正式的介紹。 更多的人可以參加虛擬會議，與同行和利益相關者的協作對於成功很重要。 查看 Dean Karrel 的課程，了解有關這個新銷售世界的更多信息。
銷售專業人員經常面臨實現銷售目標和幫助組織其他部門之間的兩難選擇。 重要的是要有策略地安排你的時間，並優先考慮影響最大的請求。 營銷和產品團隊可能會尋求您的幫助，但請專注於最重要的請求並保護您的客戶關係。 如果您與同事關係融洽，他們會在高風險的銷售情況下竭盡全力為您提供支持。 做果凍，而不是花生醬，保護你的時間以獲得更好的結果。
銷售專業人員需要為拒絕做好準備，這是工作的正常組成部分。 處理拒絕並將其作為改進的機會是成功銷售生涯的關鍵。 跟踪您所做的每一次外展，以深入了解您的最佳前景。 尋找責任合作夥伴來幫助減輕拒絕的痛苦並繼續伸出援手。 詢問潛在客戶為什麼他們現在對購買不感興趣，將拒絕重新定義為“不是現在”，並在適當的時候跟進。 請記住，拒絕意味著您已經足夠努力了，不要讓它讓您氣餒。
專注於向最好的客戶銷售產品，這些客戶重視質量和服務而不是價格，並且可能有持續的需求。 通過投資建立信任關係並完成首次銷售，您將讓客戶一次又一次地回到您身邊，並且相對於收入，您花在後續銷售上的時間會更少。 您將成為專家，並吸引更多此類買家。 確定誰是最佳客戶的一種方法是製作一份按總支出、種類、購買頻率和盈利能力排名的客戶名單。
銷售專業人員需要專注於尋找他們最好的客戶，而熱情的推薦是潛在客戶的黃金標準。 定期與客戶聯繫並要求介紹給潛在客戶。 參加理想買家參加的活動和會議，並自願建立關係。 不要太早促成交易，投資於這種關係並為長期成功做好準備。
為避免浪費時間和精力，銷售人員應首先確定潛在買家是否擁有授權：金錢、權威、需求和購買慾望。 剔除不合格的買家可以節省時間和精力並建立信譽。
不要在宣傳台上過度投資。 您的目標是了解您的潛在客戶，同時回答他們可能提出的任何緊迫問題。 ZMOT 甚至發生在您和潛在客戶會面評估適合度的面對面關鍵時刻之前。 首先詢問他們會議的目標是什麼，並分享您自己的目標。 如果他們確實表示想要您的演示，請給他們一個定制體驗的機會。 專注於了解他們想要實現的目標，並探索您是否擁有合適的產品和服務來幫助他們實現目標。
處理異議是 B2B 銷售中的一項棘手挑戰。 異議是一份禮物，因為它們揭示了額外的要求並建立了更有價值的提案。 異議可能是由於誤解或真正的擔憂，但它們為更深入的討論創造了機會。 不要讓異議讓您放棄遊戲，花時間了解您的潛在客戶的擔憂並提出更多問題，以增加為您的潛在客戶和您自己擴大利益的機會。
在努力獲得細節之前，請確保您與潛在客戶在概念上達成一致。 提出探索性問題以了解他們的目標並確保您有正確的解決方案。 了解潛在客戶的流程並與所有參與者會面以獲得概念上的一致。 不要僅僅因為潛在客戶符合條件並同意您的提議就認為一定會達成交易。
銷售人員受收入驅動，因此了解潛在障礙並保持交易順利進行是關鍵。 始終確定後續步驟並在每個階段建立支持。 主動解決異議並營造緊迫感。 確定決策者並誠實。 達成交易後，保持關係並堅持到底。
銷售人員應該了解如何衡量他們實現銷售目標的衡量標準，並使用他們的管道報告來跟踪潛在交易、確定活動優先級、估計預期交易規模以及確定每筆交易完成的機率。 管道報告有助於評估進度和調整比率以反映所學知識。 結構化流程和每週指標確保成功。
超過一半的 B2B 銷售人員對達到他們的配額沒有信心，而且您或您的團隊在您的銷售生涯中很可能至少有幾次達不到您的配額。 如果你沒有達到你的目標，儘早讓你的老闆知道並準備好傾聽和學習。 如果是時候繼續前進了，請記住這不是世界末日，可能是找到更好的角色和組織來展示您的才能的機會。
立即採取行動，在 B2B 銷售中取得成功。 與業內人士交談，不斷學習，探索其他課程。 如果要組建團隊，請平衡短期目標與長期基礎架構。 以勇氣和毅力繼續前行。
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