+34 ‪936 068 500


B2B Sales. Definition, characteristics and strategies

In the business world, B2B (Business-to-Business) sales play a fundamental role in the growth and success of companies.

B2B sales are becoming more agile and have a significant impact on the market. By offering products or services to other companies, you have the opportunity to influence the supply chain, improve the efficiency and competitiveness of purchasing companies and contribute to the development of the industry in general.

What is B2B sales

B2B sales refer to commercial transactions carried out between two companies. In this context, a company sells its products or services to another company for internal use or for later resale.

B2B sales typically involve larger purchase volumes, long-term business relationships, and greater complexity in the sales process compared to sales to the end consumer.

Characteristics of B2B sales

B2B sales are characterized by several distinctive aspects that are relevant and must be assimilated by companies that sell with this business model. These are the most notable features:

Long-term business relationships: B2B sales are usually based on strong and long-lasting relationships between companies. Trust and quality of the relationship are critical to long-term success.

Decisions based on logic: Unlike sales to the end consumer, B2B sales tend to be driven by logic and analysis rather than emotions. B2B buyers carefully evaluate aspects such as quality, price, technical support, and profitability before making a purchasing decision.

Complex decision-making processes: In B2B sales, there are usually multiple decision-makers involved. These may include managers, directors, purchasing committees, and other actors within the buying company. The decision-making process can be long and requires careful management.

What are the differences between B2B and C2C sales? While B2B sales are made between companies, C2C sales occur directly between end consumers. B2B sales typically involve larger purchase volumes, long-term business relationships, and a more rational approach. On the other hand, C2C sales are typically individual transactions, driven by the needs and preferences of the end consumer.

Key strategies for B2B sales

To be successful in B2B sales, it is important to implement a sales strategy that is effective and adapts to the unique characteristics of this market. Below you can see some key strategies.

Outreach marketing 

This strategy involves identifying and proactively approaching potential customers through different communication channels. The goal is to establish a strong relationship and generate interest in the company’s products or services.

Lead generation

Lead generation is essential in the B2B model. It consists of identifying and capturing contact information of potential customers interested in the company’s products or services. This can be achieved through marketing campaigns, website registration forms, and trade events.

Outbound Marketing

It focuses on the active promotion of products or services through traditional means such as cold calling, direct mailing and paid advertising. This strategy seeks to reach potential customers directly and awaken their interest in the company’s offering.

Sales prospecting

Prospecting is a powerful B2B sales strategy. Sales Prospecting consists of identifying and qualifying the most promising prospects. This involves carefully researching and evaluating potential customers to determine their interest and fit with the company’s offering.

Sales content strategy

Relevant and valuable sales content is crucial in B2B sales. Providing educational resources, case studies, and hands-on demonstrations can help potential customers understand the value of products or services and make informed decisions.

Sales Mapping

Sales mapping involves mapping and understanding the purchasing process and the different touchpoints within an organization. This allows you to identify the key people involved in the decision making and adapt the sales strategy accordingly.

How a CRM for Sales can help you

Among B2B platforms or sales software, a Customer Relationship Management (CRM) is a great solution.

What is a CRM? fundamental tool to manage and optimize B2B sales. Through this software you can efficiently organize and track customer interactions, manage contact information, track sales opportunities, and collaborate as a team.

With the Digital Kit you can have access to the SalesMatch CRM, which integrates multiple tools to help your company have a more strategic and effective sales process.

With CRM, many manual and repetitive tasks are automated, such as tracking emails, scheduling meetings, generating reports and updating records, leaving your sales force to focus on what is truly important.

Additionally, a CRM provides valuable insights into sales performance, enabling data-driven decisions and continuous improvement of sales strategies.

SalesMatch as a CRM supports organizations with various functionalities and automations so that they have better management of customer information.

B2B sales present unique challenges and require specific strategies to achieve success. With SalesMatch you can maximize your performance and achieve sustainable business growth.