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B2B sales: tips and tricks for effective customer acquisition

Dominik Rapacki
CEO @meetergo
2 minutes reading time
Table of contents
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B2B Sales ( Business-to-Business Sales) refers to the exchange of goods, services or information between two or more companies. In a B2B business, it is about building a successful business relationship between companies to sell products and services. Unlike B2C distribution(business-to-consumer), which is about selling products to end consumers, B2B business focuses on selling products and services to other companies, which in turn can use them for their own business or services.

b2b vertriebsstrategien anders als beim b2c Vertrieb - Bild von vectorjuice auf Freepik

Market research and target group analysis

Comprehensive market research and target group analysis is essential for success in the B2B enterprise. Knowing the needs, preferences and challenges of the target group enables a sales force to develop products or services that are a perfect fit and to implement targeted marketing and sales strategies.

Analyzing the market helps to identify trends and developments at an early stage and to improve competitive positioning. Careful market research and target group analysis are thus the basis for successful customer acquisition and long-term customer relationships.

Needs of the target group

Through targeted market research and target group analysis, a sales force can better understand the needs and requirements of their target group and adapt their products or services accordingly. Attention should be paid not only to current needs, but also to future developments and trends in the target group in order to be successful in the long term.

Competitive analysis

Competitive analysis is an essential part of any market research strategy. It helps a sales force understand their competitors and their strengths and weaknesses in order to position their own products and services accordingly. Analysis involves a comprehensive study of competitors, including their market position, offerings, pricing, distribution channels and marketing strategies.

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Product and service portfolio

The product and service portfolio is an important factor for companies to be successful in the market. Regular analysis and review of the portfolio is essential in order to meet the constantly changing requirements of customers and the competition.

A thorough analysis helps to identify the strengths and weaknesses of the portfolio and to optimize it in a targeted manner. The needs and wishes of the target group should also be taken into account here in order to align the portfolio accordingly and make it attractive. Constantly reviewing and optimizing the portfolio can help to keep sales successful and competitive in the long term.

Offer design

The design of the offer is an important factor for the success of a company, as it significantly influences how attractive the offer is for potential customers. This is not only about the design of prices, but also about the composition of products and services as well as the presentation of the offer.

Targeted offer design requires precise knowledge of the needs and wishes of the target group as well as an analysis of the competitive situation. On this basis, suitable offers can then be developed and attractively designed to best meet customer needs.

Differentiation from competitive offers

Differentiation from competitive offerings is an important factor in marketing to stand out. Here are some ways a distributor can differentiate its offerings:

  1. Product differentiation: By improving products or services, you can set yourself apart from the competition. This can be done, for example, through better quality, greater efficiency or unique benefits.
  2. Pricing strategy: Another way of differentiating is pricing strategy. For example, a distributor may lower its prices to reach a larger customer base. Another strategy may be to charge a higher price and thus position the offering as exclusive and high-value.
  3. Customer service: Another approach to differentiating competitive offerings is customer service. Companies can differentiate themselves from the competition by providing better advice, processing inquiries quickly and efficiently, or offering other benefits.
  4. Branding: Strong branding can also help a company differentiate itself from the competition. A clear brand message, an appealing logo or a high recognition value can strengthen customer loyalty and a company's image.
  5. Innovation: A company that excels in innovation can also occupy a differentiating position in the competitive arena. New technologies, innovative business models or novel distribution channels can help to set a company apart from the competition.

Creation of sales pitch

Creating a sales pitch is an important part of the sales process, especially in the B2B sector. It is crucial that the pitch is tailored to the needs and desires of the target group and shows clear differentiators compared to competitive offers.

For this, the company's offerings and product portfolio as well as the sales strategies and sales teams must be taken into account. In addition, the pitch should be aligned with the sales stages of the sales funnel and contain a clear message as well as a call-to-action. An analysis of the market situation as well as the competition can also be helpful to create a convincing sales pitch.

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Sales channels and strategies

In sales, choosing the right sales channels and strategies is critical to a company's success. A well-structured sales channel can help increase a company's reach and visibility by making it easier for customers to find and buy what it offers. A successful distribution strategy can increase a company's potential by meeting customer needs and anticipating buying behavior.

A company can use different distribution channels, such as retail stores, e-commerce platforms or wholesale stores. However, it is important to develop a strategy that is tailored to the company's needs.The distribution strategy can also influence the way the company communicates with customers by using different communication channels such as email, social media or telephony.

Direct sales

Direct sales (such as meetergo) refers to a sales strategy in which the company sells its products or services directly to the end customer without the involvement of an intermediary. In this context, direct sales can take place both offline and online. Companies use this sales channel to retain control over the sales process and the customer relationship.

Direct contact with the customer enables sales staff to respond specifically to the customer's needs and offer individual advice. In addition, direct sales also enable a targeted customer approach and the direct involvement of the customer in the sales process. Various sales strategies can be used, such as face-to-face sales, telephone sales or e-commerce.

Indirect sales

Indirect sales (such as ) refers to the sale of products or services via third parties, such as sales representatives, distributors or dealers. Here, the products or services are not sold directly to the end customer, but via the intermediary.

Indirect sales can be advantageous for companies because they can achieve greater reach and draw on their partners' existing network. By relying on existing sales channels, companies can save costs and make optimal use of their sales capacities. To operate successfully in indirect sales, careful selection of sales partners and clear communication and coordination between partners are essential.

Multi-channel distribution

Multi-channel sales (such as Rewe) refers to the use of multiple sales channels to interact with customers. In today's digital age, it is critical that companies extend their sales strategy to multiple channels to engage with customers. A distribution that relies on multi-channel distribution can sell its products or services through different channels such as online stores, marketplaces, social media and physical stores.

This enables a sales force to expand its reach and reach more customers. An effective multi-channel sales strategy requires seamless integration of the different sales channels to ensure that customers have a consistent experience and that the sales force is able to manage the sales process across all channels.

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Customer loyalty and support

A good relationship with the customer can help to ensure that he or she remains loyal to the company in the long term and thus generates regular sales. To ensure good customer loyalty, companies should pay attention to good customer care.

This includes not only answering questions and problems quickly and competently, but also communicating regularly with the customer to identify needs and wishes. Another important aspect is creating positive customer experiences to increase customer satisfaction and thus strengthen loyalty.

A company can also offer customer loyalty programs such as bonus programs or discount campaigns to increase customer retention. Through regular customer feedback, a sales department can also identify potential for improvement and thus increase customer satisfaction.

Customer feedback and satisfaction

Customer feedback and satisfaction are critical factors for any successful business. By collecting and analyzing customer feedback, valuable insights into customer needs and expectations can be gained. Based on this information, a sales force can improve its products, services and processes to increase customer satisfaction.

Customer loyalty programs

Customer loyalty programs are an effective way for a company to increase the loyalty of its customers. Such programs offer customers special incentives to encourage them to make repeat purchases from the company. These incentives can be coupons, discounts or bonus points that can be collected during a purchase and redeemed later.

The benefits of customer loyalty programs are numerous. For example, they can increase customer loyalty, extend customer retention periods, and increase repeat business. Companies can also collect and analyze customer feedback to improve their products and services and respond to their customers' needs.

Another benefit of customer loyalty programs is the ability for a company to create valuable customer profiles and conduct targeted marketing activities based on these profiles to further strengthen customer loyalty. In addition, B2B distributors can benefit by using customer loyalty programs to build long-term relationships and achieve their sales goals.

After-sales service

After-sales service refers to all measures taken after the sale of a product to satisfy the customer and provide support. An effective after-sales service can help increase customer loyalty and satisfaction, thus improving the company's image. Here are some important points that a sales force should consider when designing its after-sales service:

  1. Customer support: A good customer support is essential to solve problems and questions of the customers quickly and professionally.
  2. Training and consulting: It can be helpful to provide training and consulting to help customers use and optimize the product.
  3. Guarantees and warranties: Offering guarantees and warranties can help gain customers' trust and increase their satisfaction with the product.
  4. Spare parts and repairs: Fast access to spare parts and repairs can help to quickly assist customers with problems and increase their satisfaction.
  5. Feedback and analysis: Regular collection and analysis of customer feedback can help to continuously improve after-sales service and increase customer satisfaction.

Effective after-sales service can thus make an important contribution to customer loyalty and satisfaction and improve the company's image.

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Distribution and sales teams

Sales and sales teams are the backbone of many companies that sell products or services. These teams are typically responsible for finding potential customers, contacting them, and convincing them to buy the product or service. To be successful, sales and sales teams must have a deep understanding of the products and services they are selling, as well as excellent communication skills to persuade potential customers.

Another important factor in the success of sales and sales teams is support from the company, which should provide training, resources and a clear sales strategy. By collaborating with other departments such as marketing and customer service, sales and sales teams can also gather information and feedback to improve their sales strategies. Continuous training and motivation of the teams can also help to increase sales success.

Training of business to business employees

Training business-to-business employees is an important part of ensuring they can effectively fulfill their role in sales. A well-trained sales and distribution team is able to understand and respond to customer needs and requirements to maximize the sale of products and services.

Through targeted training, employees can also learn how to effectively address objections and conduct negotiations to build and strengthen the relationship with the customer. They can also learn how to increase customer retention and loyalty and how to respond to changing market conditions.

Training can take the form of classroom or online training and should be regularly updated and adapted to ensure employees have the latest knowledge and skills.

Motivation and promotion of the sales team

A high level of motivation and targeted promotion of the sales team are decisive factors for a company's success in sales. A motivated and determined sales team is able to increase sales and profits and retain customers in the long term. Various incentives such as commissions, bonuses and premiums can be used to motivate the sales team.

In addition, training and education can be offered to strengthen employees' professional competence and improve their sales skills. Open communication and a positive working atmosphere can also help to increase the commitment of the sales team.Through targeted employee development, the company can benefit from effective and successful sales in the long term.

Management tools and systems

Management tools and systems are essential for monitoring and improving business processes. These tools provide managers with the ability to monitor various aspects of the business, including finance, human resources, sales and marketing. By using management tools and systems, a sales department can optimize their business processes to operate more efficiently and productively.

Such tools also enable better collaboration and communication within the company. By automating the collection of data and the analysis of business processes, a sales force can respond quickly to problems and make informed decisions.

Commonly used management tools and systems include project management software, CRM systems, accounting software, employee management systems, and business intelligence tools. The use of such tools is an important factor in the success of a distribution and helps improve the effectiveness and efficiency of business processes.

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Success control and optimization

Success control and optimization are essential components of every sales process. Companies should regularly monitor and analyze their sales activities to identify weaknesses and potential for improvement. Various key figures can be used for this purpose, such as the conversion rate, the number of new customers, or the average revenue per customer.

Management tools and systems can help to collect and evaluate data effectively. By continuously monitoring sales activities and evaluating key figures, companies can optimize their sales strategy and make it more successful. Regular training and motivation of the sales team can also help to increase success and promote target achievement.

Key figures and KPIs

Key figures and KPIs (Key Performance Indicators) are important tools for measuring and evaluating the success of a company or a specific business activity. They help to define goals and achievements, measure progress and continuously improve success.

Typical KPIs may include sales development, customer acquisition and retention, effectiveness of marketing and sales activities, cost structure, and employee performance.

An important role in the selection and use of KPIs is alignment with corporate goals and strategies, as well as regular review and adjustment of KPIs. Only in this way can a sales force ensure that they are using relevant and meaningful KPIs to measure and optimize their success.

Sales and sales volume forecasts

Sales and sales volume forecasts are important tools for planning and controlling business activities. A sales department can use these forecasts to predict future sales and sales volumes and make strategic decisions based on them. Typical key figures for forecasting sales and sales volumes are, for example, incoming orders, the number of customers and the average order quantity.

Companies can also use historical data and trends to make their forecasts more accurate. Regular review and adjustment of forecasts is also important in order to be able to respond to changes in the market environment. The measurement and monitoring of key figures for revenue and sales forecasting is thus an important part of a company's controlling process.

Continuous Improvement processes

Continuous Improvement processes are an important part of the business strategy of many companies. These processes are used to achieve continuous improvements in all areas of the company. This not only involves improving products or services, but also optimizing business processes and workflows.

Key performance indicators and KPIs are used to measure progress and identify weaknesses. However, implementing continuous improvement processes also requires a high degree of willingness to change and the ability to adapt quickly to new requirements. A sales organization that successfully implements Continuous Improvement processes can improve its efficiency and productivity and thus gain a competitive advantage.

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Outlook and future developments in B2B

A variety of developments and trends are shaping the future of B2B sales. Companies should prepare for the increasing importance of digital sales channels and the use of Big Data and AI technologies. An increased focus on customer experience as well as personalized and interactive offers is also expected. In addition, flexible and customer-oriented sales processes will become increasingly important, especially with regard to rapid adaptation to changing market conditions. The integration of ecosystem partners and the development of new business models can also make B2B business more future-proof.

Summary of key findings

Effective customer acquisition in B2B marketing requires careful planning and execution of strategies to identify and convince potential customers. This includes good market research and target group analysis, clear positioning and differentiation from the competition, the use of digital platforms and the application of sales methods such as the sales funnel. Maintaining business relationships and continuously improving sales processes are also important factors for success in B2B companies.

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