KOTAI's ToB sales skills

ToB sales do not have any "magic tricks", but there are many "stupid methods" that many people overlook, which are actually the most effective.
I have been doing ToB myself for many years and have led many teams. The following may seem "stupid", but each one can increase the transaction rate:
① Don't 'look very hardworking', express value in simple and understandable language '
Many ToB salespeople make their PPTs even more dazzling than the customers, but the customers simply cannot understand the features and advantages you are talking about.
【 Tip 】: Transform product selling points into 'customer losses and gains'
For example, instead of saying 'We are AI driven intelligent algorithms', say' Your monthly customer acquisition cost is currently 150 yuan, and we can reduce it to less than 40 yuan '.
② Create a list of questions that have been raised by customers
Sales do not rely on rhetoric, but on the degree of mastery of the problem.
Record the "3 issues" that the customer is most concerned about for each transaction. After a period of time, you will find that 80% of customer issues are repetitive.
[Tip]: Prepare a "Answer Plan" for three types of questions
Product category (What is the difference between you and your competitors?)
Cost category (where is the value of being so expensive?)
Risk related (What if the effect of cooperation is not significant?)
Preparing in advance not only helps to deal with problems, but also proactively raises them to seize control.
③ Don't rush for orders, actively create customer decision-making opportunities
The typical difficulty of ToB sales is that customer demand is not immediate, but vague and delayed.
Many salespeople make phone calls at the wrong time, which actually causes customer dissatisfaction.
【 Tip 】: Use 'staged stimulation points' to promote rhythm
for example
Coincidentally, they are working on the budget for the next quarter
The other company has just sent information about financing, winning the bid, and changing leadership
Comparing with data from peers: "Your competitors have been doing xxx recently, don't you plan to give it a try
This is much more efficient than your persistent reminders.
④ Never just talk about products, learn to cut across departmental demand scenarios
ToB procurement often involves decision-making from multiple departments and individuals, and you need to articulate different values from different departmental perspectives.
【 Tip 】: Split the expected differences of different roles in the client company
for example
You sell a system to a finance company, where the boss focuses on cost reduction, the finance department focuses on process compliance, and the operators focus on usability.
You need to address the concerns of each character in order for negotiations to proceed.
⑤ Continuing to 'accompany' after the transaction is the best seed for a second transaction
Many salespeople slack off after signing contracts, but in fact, what really makes money in the ToB industry are "second transactions" and "customer referrals".
【 Tip 】: After signing the contract, do a 'Use Companion SOP' once
Week 1: Proactively help clients run their first project
1st month: Provide optimization suggestions report to customers
Month 3: Collect customer feedback data and summarize it for the leader to review
Customers will think, 'You're not selling products, you're solving problems.'. The next upgrade and referral will naturally come.
In summary:
ToB sales use a set of "professional logic+human cognition+rhythm design" to do long-term relationship business.
Don't think about making a deal in one step or winning with words, but rely on repeatedly delving into customer scenarios, discovering and solving problems, and winning trust.
The skills are not flashy, but they can be implemented.