Insights Gained from Three Months of Face-to-Face B2B Sales
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Chapter 1: Introduction to B2B Sales
Over the past few months, I have been engaged in B2B sales for a small brewery. Each Friday, we compile a list of businesses to approach, bringing along some product samples, and then we make unannounced visits to various venues such as restaurants, hotels, supermarkets, bars, and cafes. On average, we manage to visit 8–10 locations a day, resulting in 1–3 sales—often made right on the spot. Here are some valuable insights I've gathered from this experience.
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Section 1.1: The Psychology of Selling
People Aren't Primarily Motivated by Profit
Surprisingly, many businesses that purchase our beer aren't solely focused on profit. Instead, they seek the satisfaction that comes from selling a product they believe in. When we present our beers, their main concern is not whether customers will enjoy them, but rather if they will enjoy selling them. Thus, it becomes essential to shift the conversation from statistics and pricing to the joy of selling. For instance, many inquiries about pricing occurred only after a purchase decision had been made.
Understanding 'No'
We encountered numerous 'no' responses, but they often lacked firmness. These were more akin to mild disinterest. Instead of taking these responses at face value, we continued to engage, discussing the business's needs, the market, and our offerings. This persistence often led to unexpected agreements to try our products, even from those who initially expressed doubt.
Finding the Decision-Maker
Initially, we struggled to locate the managers we needed to speak to, as they often weren’t present. This became a running joke, but eventually, we realized that the real decisions lie with the owners—who were often absent as well. This reinforced the idea that in business, aspiring to be an owner rather than merely an employee is crucial.
Direct Communication with Decision-Makers
Regardless of how small a restaurant might be, you will typically encounter multiple layers of management: waitstaff, managers, and owners. To effectively sell, it’s vital to connect directly with the owner, as they ultimately control what goes on the menu.
Avoid Selling Over the Phone
Selling via phone is too easy for prospects to decline. Instead, leverage calls to set up in-person meetings. Asking when they will be at their venue allows you to arrange a brief visit. Email should serve only to schedule these meetings, as proposals sent via email often lead to polite rejections.
The Importance of Approachability
Initially, I approached sales with excessive enthusiasm, but my colleague took a more relaxed approach. His goal was to engage the decision-maker in a conversation and let them sample the product without pressure. This tactic proved to be more effective, resulting in higher sales.
Engaging with Experienced Buyers
Occasionally, the owner is someone who understands sales intimately and approaches decisions with a business mindset rather than an emotional one. They are quick to assess whether a product will resonate with their customer base, making the sales process smoother.
Section 1.2: Conclusion
My biggest revelation was that people often act irrationally, and their decisions are not always driven by financial gain. Even if a product could significantly enhance their profitability, their willingness to purchase hinges on their perception of the seller and the product itself. Building rapport and ensuring they feel good about the selling process is essential.
In the first video, titled HOW TO LEARN FAST IN B2B SALES - TODAY ON The Brutal Truth about Sales Podcast #b2bsales, viewers will discover strategies for rapidly mastering B2B sales techniques.
The second video, Four Tips to Succeed in B2B Sales | Shawn Casemore, offers practical advice to enhance your effectiveness in B2B sales environments.
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