Sales & Sales Development.

New Business Sales in complex Large B2B: What I always got told, what I still try to improve, and what AI and ML can not do.

Thomas Aschenbrenner, Oktober 2023

Unlocking Success in B2B/Enterprise Sales:
Three Vital Approaches.

In the intricate large world of B2B and enterprise sales, as Business Developers and Sales Managers we navigate complex nuances of special products, solutions, and professional services, for highly specialized industries with potential high dealsizes and long terms of contract.

I'd like to share insights drawn from my over two decades of experience in Business Development, Partner Management, and Sales. I have tried, experienced and learned a lot. I was successful, build new business, regions, won accounts and big deals and of course, I also lost opportunities, accounts, business. But there is one sales rule I 100% stick to and rely on and that`s Trust. Trust is the cornerstone of effective sales. It is something I hold dear. Trust is the foundation upon which all successful B2B transactions are built. The art of B2B enterprise sales isn't about inundating countless accounts and contacts with your offerings via outbound/inbound campaigns, e-mail, cold calling, quick pitching. It's about establishing meaningful relationships, and understanding the unique needs, problems and challenges faced by your clients.

1. Your Existing Network: The Goldmine of Trust.

In the world of B2B sales, your existing network is your most valuable asset. It's not merely about the quantity of connections but the quality of relationships you've cultivated over the years. Leveraging your network is a two-fold strategy: it's about gaining insights, referrals, and introductions that might otherwise be inaccessible, and it's about using your network's influence to vouch for your competence and trustworthiness. The key here is mutual commitment. Commitment to helping your network members succeed. This isn't about quick wins but building trust over time so that when the time is right, your connections turn to you as a trusted partner.

Scaling within your network is an art in itself. It's about nurturing these relationships, understanding the unique needs and nuances of each stakeholder, and positioning yourself as a valuable resource. Your role as a connector and problem-solver will set you apart in the competitive B2B arena.

2. Building Strong Partner Channels and Relationships.

In B2B enterprise sales, partnership and collaboration is king. Building strong partner channels and relationships is crucial for accessing and growing new markets and unlocking additional expertise. This involves gaining the necessary competencies, certificates and certifications and becoming a trusted provider in your field. Partnerships expand your reach and capabilities, enabling you to offer comprehensive solutions to your clients. The big brands and vendors are usually prioritizing and scoring partners based on their competencies and certifications. According to that scoring and rank you as a partner will receive contacts, requests, leads and opportunities from your vendors. Often that partner business is the most important motion and channel for the vendor and its partners. Remember, your clients often prefer working with well-established, qualified and recommended teams of experts rather than individual players. Trust, once again, is at the heart of these partnerships.

3. Collaboration with Associations and Business Networks.

The power of collaboration extends beyond partnerships. Engaging with associations and business networks in your region or territory can open doors to opportunities and trusted referrals. Such affiliations lend credibility to your business, demonstrating your commitment to industry standards, innovation, quality and best practices. Moreover, these connections can provide valuable insights into market trends and client needs, helping you tailor your offerings effectively.

Conclusion: Building Trust and Nurturing Relationships.

In the fast-paced world of B2B enterprise sales, it's crucial to approach your "pipeline" with care and consideration. Instead of pitching YOUR products, services, or company right away, invest your energy in building relationships and trust. Listen to your customers, understand THEIR problems and needs, and work together to shape a vision of a desirable future state. Then, guide your clients backward from that vision, crafting a roadmap with clear path and realistic achievable steps to reach their objectives. Don't shy away from collaborating with partners, even if they appear to be demanding or perhaps even competitors. In many cases, the synergies between businesses can far outweigh the perceived risks.

In the end, successful B2B enterprise sales is a compex and long-term game. Trust and relationships are your most valuable assets, and by leveraging your existing network, building strong partnerships, and engaging with associations and business networks, you can create a roadmap to success and sustainable, steady growing business.

______________

Three great Sales Quotes underpinning that appraoch:

“Sales is not about selling anymore, but about building trust and educating.” — Siva Devaki

“Don’t find customers for your products, find products for your customers.” — Seth Godin

“Pretend that every single person you meet has a sign around his or her neck that says, ‘make me feel important.’ Not only will you succeed in sales, you will succeed in life.” — Mary Kay Ash