B2B Sales is About People

July 03, 2020
B2B Sales is About People

B2B Sales can be complex - getting to the right decision maker, multiple influencers in decisions, no visibility on conversations etc

As companies become more sophisticated in attracting new B2B clients there are some things that simply do not change.

B2B Sales is a people business - skilled and experienced sales people who can handle complex phone and in-person discussions, a solution focus that meets the unique needs of the customer, adaptive nature in providing exactly what the potential client (and current client) requires...the list goes on.

Investing in strong sales people is the key to success, but you will also need some extra help. According to a recent survey, 67% of sales people do not reach their sales goal each year (according to VSynergize).

Business people today are harder to get through to than ever - mobile phones have overtaken office phones, busier schedules, managing time efficiency, social media platforms and increased competition for attention makes it difficult to get to the customer at the right time.

The increased popularity of leveraging external networks to assist in business generation and opportunity has occurred for a reason. Getting through to potential customers is becoming more difficult and opening a discussion through a mutual contact or meaningful way gets you steps ahead in the sales process.


Using a mix of digital channels, such as The Melbourne Network, increase the chances of lead generation and enquiry while they also provide a support network for direct business introductions and opportunities.

Being introduced or connected allows you to immediately have social, rapport building dialogue with a potential customer without needing to qualify yourself and your offering in a salesy cold call.

You immediately have a common connection or meaningful similarity without discussing business. Most people naturally relax and casually work out if progressing in a business discussion is beneficial. Even if it doesn't occur, this new connection may know your target audience and assist in some way.

Reputations are also on the line, and most business people only want to enhance their reputations and will not risk by providing an introduction that is not considered mutually beneficial.

In B2B sales, people buy from people.... the solution matters don't get me wrong, but there needs to be comfort and trust in the people. In other words, the relationship matters.