B2B sales is a special world of sales where traditional approaches often don’t work. Corporate customers are becoming more and more demanding, have deep expert knowledge and a wide choice of suppliers. The success of companies is largely determined by their ability to build long-term relationships with business customers. The ability to deeply understand customers’ needs, offer comprehensive solutions to their problems and promptly respond to changes – these are the key competencies that distinguish the leaders of the corporate sales market.
That is why leading business players pay such close attention to improving their sales methods. They thoroughly study, adapt and implement advanced approaches that allow them to interact with corporate customers as effectively as possible.
The basic principles of effective B2B sales:
- Deep understanding of customer needs and pain points;
- Building trusting relationships at all stages of sales;
- Ability to present the value of the proposed solution;
- Flexibility in adapting to individual customer requirements;
Choosing the right sales methodology is extremely important, as it determines the approach to each stage of the funnel – from the first contact to the conclusion of the deal. In this article, we will review seven popular B2B sales methodologies that are successfully applied in large companies and tell you about system for B2B sales department
SPIN Selling
Neil Rackham’s SPIN methodology – SPIN – has proven to be one of the most effective approaches to selling complex and expensive solutions to corporate clients. Applying it correctly helps build trust and ensures a high probability of closing the deal.
Its basic idea is to consistently ask the customer four types of questions:
- Situation questions (Situation) – set the stage for further selling. Aimed at understanding the client’s business and their current situation;
- Problem questions (Problem) – help the client recognize the problem. Aimed at identifying specific pain points for which a solution can be proposed;
- Implication questions – help the client understand how the problem affects their business. Aimed at realizing the implications;
- Need-payoff questions – help the client understand what benefits and advantages they would like to gain from solving the problem. Aimed at realizing the value of the solution.
Let’s consider an example of SPIN application when selling a corporate system for business process management.
Let’s imagine that we are talking to the IT director of a large manufacturing company.
1. We start with situational questions:
– “Tell me, what are the main business processes of your company that are currently automated?”.
– “What challenges do you currently face in managing these processes?”
2. Having received the answers, proceed to the problem questions:
– “How does the lack of a centralized management system affect production efficiency?”
– “What are the difficulties in making management decisions due to disparate data?”
3. Further extractive questions:
– “If you had the ability to track all key metrics in real time, how would it affect your performance?”
– “Imagine if you could react quickly to deviations in your production processes. What effect would this have on your business?”
4- Finally, guiding questions:
– “What are the main benefits you would like to gain from implementing a unified business process management system?”.
– “What would help you increase transparency and manageability of all operations in production?”
This consistent dialog allows for a deep understanding of the client’s current problems, recognizing their impact on the business and formulating the most relevant solution. As a result, the client has a clear understanding of the benefits they can derive from the proposed solution.
Challenger
The Challenger methodology is a relatively new but already gaining popularity approach to B2B sales. At the center of this methodology is the idea that a successful salesperson should not just respond to customer needs, but actively shape and change them.
Challenger’s core principles are:
- A deep understanding of the client’s business. The salesperson must have a thorough knowledge of the client’s industry, its key challenges and market trends.
- An unconventional approach to the presentation. Instead of a traditional product story, the salesperson provokes the client’s thinking by asking unexpected questions and providing fresh ideas.
- Imposing one’s own point of view. The salesperson confidently asserts his or her vision of how the customer can solve his or her problems, even if it differs from the customer’s own position.
- Caring about the customer’s personal benefits. The focus is not only on business objectives, but also on the personal goals and aspirations of the customer’s representatives.
Let’s look at how the Challenger methodology can be applied to selling a cloud ERP system.
Let’s imagine we are talking to the CFO of a large retail chain. Instead of the standard enumeration of ERP functionality, we start with a provocative question:
– “Why do you think most Russian retailers still avoid implementing cloud ERP solutions?”
We further develop this theme by expressing our opinion that cloud technologies have already proven to be reliable and secure, and that the benefits in flexibility and speed of adoption outweigh the concerns.
We then move on to discuss the CFO’s specific pain points – the challenges of consolidating data from disparate systems, the difficulties of managing a branch network, and the need for deeper analytics.
At this point, we are no longer just responding to the client’s requests, but actively offering our vision of how cloud ERP can help solve their problems. At the same time, we appeal not only to business benefits, but also to the CFO’s personal goals, such as freeing up time for strategic tasks.
This unconventional approach helps us stand out from the competition, generate genuine client interest and ultimately close a better deal. That’s why Challenger is gaining popularity in B2B sales of high-tech solutions.
NEAT
The NEAT methodology is another effective B2B sales model. The abbreviation NEAT stands for the following:
- Needs – a deep understanding of the customer’s key issues and needs.
- Economics – a detailed analysis of the financial benefits to the client from implementing the product.
- Authority – increasing one’s credibility and building trust with decision makers.
- Time – setting deadlines to move the deal forward and negotiate terms.
Let’s consider the application of NEAT when selling a customer relationship management (CRM) system for an IT company.
- In the needs identification phase, we scrutinize the client’s current customer relationship business processes. We ask questions to understand what difficulties arise in maintaining the customer base, tracking the sales funnel, and preparing reports.
- Further move to economics – analyze what specific financial benefits the client will get from the implementation of our CRM-system. For example, reduced time for routine operations, increased efficiency of the sales department, improved business predictability.
- Analyze what specific financial benefits the client will get from implementing our CRM system.
- To establish authority we demonstrate expertise in the client’s industry, cite cases of successful CRM implementations in similar companies. We also try to establish contacts with key decision makers.
- At the final stage, we clearly define time – the timing of the decision, plan-schedule of system implementation and control points. This allows the client to clearly visualize when and what benefits he will be able to get.
Using NEAT makes it possible to thoroughly work through all aspects of the transaction – from understanding the needs to agreeing on terms. This is especially true when selling innovative IT products, where customers often have concerns and doubts.
By applying NEAT, the seller demonstrates deep expertise, financial feasibility of the proposal and a clear vision of the project realization terms. As a result, the likelihood of a successful deal is significantly increased.
SNAP
SNAP is a B2B sales methodology designed to bring salespeople into the mindset and needs of their customers. The acronym SNAP stands for the following:
- keep it (S)imple (Simplicity) – to make the offer as clear and easy for the customer to understand as possible.
- be i(N)valuable – constantly demonstrate to the client the unique value they will receive from the cooperation.
- always (A)lign (Alignment) – fully align your proposal with the client’s priorities and needs.
- raise (P)riorities – help the client realize the priority of solving their key problems.
Let’s consider an example of SNAP application when selling the same CRM-system for an IT-company.
- First we make the proposal as simple as possible – focus on the key features of CRM, which solve specific problems of the client, and avoid technical details.
- Then we demonstrate the value of the system – how it is unique, how it differs from competitors, how it will help the client to increase the efficiency of the sales department, improve forecasting, provide better customer service.
- We align our proposal with the client’s priorities identified in the previous stages of communication.
- We raise the priority of system implementation by developing the problem and its costs, and by helping the client realize the benefits and advantages they will gain by moving away from their current inefficient customer service process.
Solution Selling
The Solution Selling methodology is one of the most proven and effective approaches to B2B sales. Unlike traditional product-centered methodologies, Solution Selling focuses on solving specific customer problems.
Solution Selling’s key principles are:
- Deep understanding of the customer’s needs. The salesperson must thoroughly understand the customer’s business processes, pains and challenges.
- Expert advice. Instead of a formal product presentation, the salesperson acts as a consultant, offering their help and expertise.
- Value Orientation. The salesperson does not simply describe features and functions, but reveals specific benefits to the customer.
- Customization. The solution is flexibly customized to meet the needs of the individual customer, rather than being offered “out of the box.”
Let’s consider an example of Solution Selling when selling a platform for IT process automation to a large manufacturing company.
At the needs identification stage, we don’t just ask about the current problems, but deeply study the entire ecosystem of the customer’s IT service. We understand how the problem, incident, and change management processes are organized, and how monitoring and reporting is performed.
Then, acting as an expert consultant, we offer a comprehensive solution that includes incident management, change management, automation, monitoring, and business intelligence modules. At the same time, we do not simply list functionalities, but reveal how each component of the platform will help the client to improve the efficiency of IT processes and reduce operating costs.
Finally, we work with the client to customize the solution to meet their specific requirements – integrate it with existing systems, customize roles and access rights, and develop custom reports.
Inbound Selling
Inbound Selling is a methodology that is fundamentally different from traditional selling. Inbound Selling is based on the idea that a potential customer should be interested and involved in the sales process.
Inbound Selling fundamentally changes the role of the salesperson from a “hunter” to an expert and companion who nurtures trusting relationships with clients and helps them make informed decisions.
The key principles of Inbound Selling are:
- Attraction, NOT Pursuit. Instead of actively “hunting” for customers, the seller focuses on creating content and channels that help attract interested buyers.
- Search, NOT Pursuit. The seller does not try to impose their solution, but rather helps the customer find what they really need.
- Education, NOT selling. The salesperson’s primary job is to share expert knowledge and help the client make the most informed decision.
- Individual approach, NOT standardization. Interaction with each client is built individually, taking into account their specific needs.
Consider the application of Inbound Selling in selling an IT Asset Management (ITAM) system for a large integration company.
Instead of cold calls and mass email blasts, we focus on creating useful marketing content that will appeal to our target audience – IT managers and executives. This can be expert articles, video cases, thematic webinars.
This is how we attract the attention of potential clients and position ourselves as experts in the field of IT asset management. When a manager is faced with the need to solve a relevant problem, he himself begins to show interest in our proposal. At this stage, we need to be in the potential customer’s search field.
In the customer communication phase, we don’t try to sell them a product right away. Instead, we try to better understand their current problems, business processes and ITAM system requirements. Our task is to become a consultant who helps the client to make the most informed and well-informed decision.
Only after a thorough study of their needs do we offer a specific solution that is maximally customized to their needs. At the same time, we continue to be a partner who is ready to provide all the necessary support at the stages of implementation and further development of the system.
MEDDIC
MEDDIC is a comprehensive B2B sales methodology that helps salespeople structure their work with large and complex deals. The acronym MEDDIC stands for the following:
- Metrics – defining the key metrics by which the client will measure the effectiveness of the solution.
- Economic Buyer – a clear understanding of who makes the final purchase decision.
- Decision Criteria – identifying all the factors that influence the customer’s decision.
- Decision Criteria – identifying all the factors that influence the customer’s decision.
- Decision Process – detailed understanding of the stages and timelines of the transaction.
- Decision Process – detailed understanding of the stages and timelines of the transaction.
- Identify Pain – deep understanding of key customer pain points.
- Indicate Pain – deep understanding of key customer pain points.
- Champion – having a champion who promotes your solution within the customer’s organization.
Let’s look at the application of MEDDIC as an example of selling an enterprise resource management (ERP) system for a large manufacturing company.
During the metrics definition phase, we find out what key performance indicators are important to the customer – this could be reducing production cycle time, improving scheduling accuracy, or reducing inventory.
Next, we clearly identify the person making the final purchasing decision – in this case, most likely the CFO or COO of the company.
As we examine the decision criteria, we realize that in addition to the obvious functional requirements for an ERP system, factors such as compatibility with existing systems, reliability of the solution provider, and flexibility in the implementation environment play an important role.
By carefully examining the decision making process, we find that approval of an ERP implementation project will require coordination with several business units, as well as budget approval at the board level. This allows us to build an effective plan to move the deal forward.
At the identify pain stage, we look in detail at what problems the client is facing – lack of transparency in production processes, difficulties in managing distributed warehouses, lack of flexibility in planning.
And finally, we identify a “champion” – an employee of the client who is interested in implementing an ERP system and is ready to promote our solution within their organization. This could be, for example, the head of the production department.
Using the MEDDIC methodology allows salespeople to thoroughly work through all the key aspects of a complex transaction. This increases the likelihood of a successful closing because the salesperson has a deep understanding of the client’s needs, all the influencing factors and the optimal plan of action.
How to use it successfully?
We have reviewed seven popular B2B sales methodologies that are successfully used by leading IT companies when selling their solutions to enterprise customers. Each of these techniques has its own advantages and features that make them more or less effective depending on the specifics of the product and the target audience:
- The SPIN methodology is well suited for selling complex IT solutions that require a deep understanding of the customer’s needs;
- Challenger is more appropriate for selling innovative products that change the usual approaches;
- NEAT is effective for justifying the economic feasibility of implementing IT-systems;
- SNAP focuses on maximizing the simplification of the offer and alignment with the customer’s priorities;
- Solution Selling is focused on comprehensive consulting solutions;
- Inbound Selling changes the role of the salesperson into an expert advisor;
- MEDDIC allows you to structure the work with large and complex deals;
The choice of the optimal methodology depends on many factors – from the characteristics of the product itself to the peculiarities of the business and the needs of the target client. It is important to realize that any B2B sales methodology requires constant monitoring and support. Over time, customer needs change, new trends and tools appear, and what worked yesterday may not be effective tomorrow.
Successful implementation of techniques requires specialized tools, such as SimpleOne B2B CRM – system for B2B sales department, designed specifically to optimize and manage complex corporate sales and marketing in the B2B segment. It inherently includes tools to help salespeople follow proven methodologies – from qualifying customer interests to delivering up-to-date guidance materials.
Using SimpleOne B2B CRM allows companies not only to effectively support the use of various sales methodologies, but also to track their performance, make adjustments promptly and improve the overall effectiveness of interaction with business customers. Regardless of what sales methodology you use – the solution can easily adjust and become a convenient and indispensable tool.
The combination of deep knowledge of B2B sales methodologies and the use of specialized tools gives companies a great competitive advantage. This allows them to build long-term trusting relationships with customers and close deals that best meet their needs.
