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Small business strategies to increase B2B sales


This guide outlines the best strategies for a small business to increase their B2B sales and client list.

Small businesses embrace various methods to improve their B2B sales, from social selling and referral networking to warm calling. Mastering such incredible skills and techniques helps improve revenue generation in the long run. However, having an excellent and comprehensive B2B marketing plan could offer better results. The following guidelines will help.

What are B2B sales?

B2B sales is an acronym for business-to-business sales, which refers to business transactions between two firms. It is parallel to the B2C model, which is a model that allows businesses to sell their products and services directly to consumers. There are three types of B2B sales: supply sales, distribution sales, and service or software sales.

Supply sales in B2B involve the sale of consumables that support other businesses. This type of B2B sales focuses on things like employee workwear, business equipment, and office supplies.

Distribution sales involve the sale of various retail or even wholesale products to other businesses. The idea is to distribute such products to intermediary companies before they find their way to the consumer.

On the other hand, software and service sales involve the sale of a particular service or software to help other businesses. For instance, the sale of accounting software or ERP software to other companies counts as software B2B sales.

The B2B sales process

The B2B sales process is relatively less straightforward and time-consuming. That means you must have a viable marketing strategy to achieve the best results. Remember, this process comes with up to seven different stages. The most common seven stages are research, prospecting, needs assessment, sales pitch, negotiation, closing, and follow-up.

You can only make B2B sales if you have an excellent and responsive sales strategy. This strategy should include premium-quality sales techniques, well-calibrated sales playbooks, and a suitable way to measure performance.

Various B2B sales techniques are at your disposal. However, you’ll need to choose only what works with your enterprise better. Usually, you’ll select from solution selling, challenger sale, account-based sales, value selling, and the Sandler selling system. Each option provides a distinct level of value. Here are a few more insights into the techniques you could embrace.

  • Referral networking: Referrals could help you maximize untapped resources.
  • Challenger selling: This element requires you to have excellent debating skills. This way, it becomes much easier to sell a product to a target customer.
  • SPIN selling: This technique prioritizes questions that could qualify your new sales leads and conversions.
  • Social selling: This technique utilizes social media platforms to make sales.
  • Warm-calling: Warm-calling involves contacting prospects who have already shown interest in your business or products.

Further, you’ll expect between four and seven steps in its sales funnel. The seven-step B2B sales channel comes with these elements: awareness, interest, decision, purchase, evaluation, delight (dissatisfaction), and repurchase (attrition).

Top strategies to boost B2B sales

A B2B marketing strategy aims at selling your products to a business or a business owner instead of the consumer. That means your products must offer a specific solution to the company or business owner.

Your marketing strategy has to be significantly comprehensive. It should focus on an integrated approach, as this will redefine how you associate with other companies. Further, the plan should focus on the target customer, where the problems with the customer remain a priority. Remember, your marketing strategy can only work if you are committed to it.

The following are some of the top strategies you could consider to boost your B2B sales.

Build a responsive and dynamic website

Having a responsive website is no longer a luxury but a necessity. A dynamic website comes with a relatively low bounce rate, ensuring that it functions seamlessly. This dynamism will also guarantee you a straightforward and user-friendly interface, which is critical for easier navigation. What’s more, it assures you of minimal load time, boosting accessibility.

Building a responsive website could help attract many prospects. They will first want to understand how user-friendly your site is and whether you are active. You can prove that you are functioning by updating top-quality content consistently. You could also add landing pages to lead your audience to specific segments.

At the same time, you need to set up a live chat on your website. This move allows for better engagement with prospects. It will also help eliminate the friction and the multiple layers between your employees and prospects. This way, you can be confident of better lead conversion rates.

Diversify your traffic-generating channels

You must define and understand your ideal customer profile. This move allows you to make logical decisions when deciding which traffic-generating channel is suitable. As such, ensure that you complete in-depth research on your potential prospects. This will be the time to know their positions, where to find them, their business goals, and the significant challenges you’ll face.

Once you know your typical customer, choose the proper channels to reach them. That means you need not focus on social media platforms only. Instead, you could consider trade fairs, networking events, and industry events. These outbound initiatives could significantly contribute to your long-term success.

Conduct market research for content

Ensure that you keep your media updated. This content should be informative, engaging, and able to convert leads. Further, this content should target your prospective customers, including business owners and even consumers. Using premium-quality content on your site will help improve how much time people spend on your site.

Investing in raw videos will help share critical information while enhancing authenticity. You could include various videos on the site, such as explainers, testimonial videos, buyer persona-specific videos, and demos.

On the other hand, ensure that your content aligns with the market research you conduct. This research should focus on understanding the client better, including the challenges they face. Feel free to carry out interviews in the process.

Consistently use social media

Social media is a popular marketing tool today. It helps enhance lead generation, conversion, and engagement. The best way to maximize your presence in these social circles would be to follow your target audience, sharing various solutions to the challenges they might face. You’ll also need to join in different niche-related discussions, where you could tap a few prospects.

You’ll get noticed on social media if you publish top-quality and engaging content regularly as well as review and respond to various questions and comments. Online and social advertising could also help. Most people would prioritize Search Engine Marketing, including Adwords and Facebook Ads. These ads will help reach a relatively vast audience.

Utilize customer relationship management

Customer relationship management (CRM ) is a strategy used to cultivate the relationship between a customer and a business. This method aims at identifying or gaining insights into the behavior of the target customer. Including this element in your B2B business marketing strategy with CRM tools will help you personalize your customer approach, attaining better lead conversion.

Embrace inbound marketing strategies

An inbound marketing strategy aims at bringing various prospects into your business. This method entails various elements, including SEO, content marketing, and social media. Including these elements will help improve your brand visibility and even credibility. Remember, this aspect ensures that you tailor your content to meet the needs of each prospect effortlessly. Making your content more visual will help improve your appeal. However, this strategy is suitable for higher-cost products only.


There are many small business strategies to improve visibility and credibility as well as increase B2B sales. Since there is no one-size-fits-all solution, combining various solutions that would suit your business needs would be best. With the insights above, this will be a little easier.


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