aQuity

B2B Sales are pivotal

Broadly speaking, the trading world is divided into three segments: the consumer, the commercial/financial/industrial organisation and that of government. Be these local, regional, national or transnational. There are of course the professions, the researchers, the academics and the scientists. Most of whom have of late become commercialised or swallowed up into commercial organisations or government and SOE entities. Hence, other than a few insignificant exceptions, nothing much exists beyond these three for our purposes. These three are entirely interdependent. Remove one and the other two implode. Given this background, B2B Sales are pivotal for surviving in this triangle.

Understanding the Client

The consumer (B2C) market is by definition not the subject of our work. It is a beast that we are not qualified to comment on. However, the fact is that neither the governmental authorities nor enterprise would exist without the consumer. All B2B products and services eventually result in consumption, directly or indirectly by the consumer. It has evolved into a closed loop system. We mention this because the Sales Professional understands the supply chain of her target market. She will always factor the potential Client’s Client or customer into her approach. Having an intimate understanding of what the Client does and is planning, separates the novice from the professional.

An organisation can mine the ore and produce pig iron, another turn it into steel. The next into an alloy that defies the shell of a coconut, but none would exist without the demand. Many factors and circumstances determine that demand has a habit of varying over time. Cynically speaking, commerce and industry provides and government demands. The consumer is merely the middle man and the source of finance. In turn the consumer attains purchasing power through its labour contribution to government or commerce, via a salary or wage and taxes. It is clearly a symbiotic relationship.

The Market

Excluding the consumer, the balance of this market is a huge opportunity for the B2B Sales Professional. That is why B2B Sales matter. By default, the aQuity methodology tends to avoid the strictures of government procurement processes. That market is the dreaded world of the tender process. Despite its challenges, many successful punters thrive in this environment, but it has zero affinity or correlation with that of genuine B2B sales. It requires a different dexterity and the ability to negotiate through a political morass.

The balance of the market is huge and contains many industries, sectors and sub-sectors. It also ignores international boundaries! The market is hungry and has an intense desire to grow. It is eager to innovate, adopt new methods and services as long as these serve to feed the hunger to thrive and dominate.

As a Sales Professional, faced with a myriad of opportunities in this market, the options and choices can be daunting. Regardless of his chosen speciality, sector or organisation preference, this work has been developed to aid the aspirant Sales Professional and Entrepreneur. Our experience is that Sales Managers are often at a loss as to what is required to drive successful and continual business. SME organisations do not necessarily have the luxury of a Sales Team. We also wish to assist these valuable organisations, because B2B Sales are pivotal to their continual success.

Why Bother?

So, if the Sales Professional’s role has become limited and the field is narrowing, why bother with this topic?

• 👁️ Firstly, there are still many organisations that require the expertise and dedicated effort of an SP, due to the nature of the solutions that they offer. E.g. it would be awkward to order a power station, a sky scraper, a bridge, nuclear submarine, a tailored financial plan, complex industrial or medical equipment or many bespoke solutions and services from an online menu. Frequently, these item would be the subject of the dreaded tender process or its cousin, outright bribery. Both these situations should be avoided as the efforts and risks almost always outweigh the rewards.
• 👁️ Secondly, we are convinced that the SP role is the greatest career ever. “Where else does one get the opportunity to use and have access to an organisation’s funds, intellectual property, the supporting processes and people. Whilst satisfying Client needs, building a reputation, exercising entrepreneurial flair AND getting paid for having fun?”
• 👁️ Thirdly, in many SME’s and even larger organisations the sales role has been assumed by the senior staff, the owners, the solution developer or the engineer of the product. It is frequently not a role which comes naturally. They are not trained for this role. And they don’t necessarily enjoy it. Our efforts in this work are definitely for their benefit. As are the efforts of Jim Holden.
• 👁️ Fourthly, the Internet and online business are viewed by many who drive for scale to be the panacea, but at the cost of ignoring those who require a personalised service, who want to see the whites of the sellers eyes, demand service, quality and fitness for purpose and who won’t part with a cent unless convinced. The opportunity for up- or cross-selling is limited on the e-platform. Of course, online marketing has a different purpose, approach and outcome to online sales.
• 👁️ Fifth, potential Clients often still need human interaction to clarify options, specifications, service and quality; even with commoditised solutions. Referrals are sketchy at best. How often have you avoided hitting the ‘Buy’ button because you weren’t convinced by the accompanying hype?
• 👁️ Sixth, despite the challenges, the B2B sales value in most free market economies outstrips the B2C counterpart by a factor of 3. Opportunities abound!

Life Blood

• 👁️ Penultimately, and most importantly, B2B Sales is pivotal and is the lifeblood of most organisations, without which they die, period. Hence, this contribution to what we consider a noble profession. A vital function that needs all the help it can get.
  • Many experienced sales people have come to the realisation that their personalities, enthusiasm, product knowledge and assurances don’t count for much in the cut and thrust of the sales process. Some of these have become cynics and have disqualified themselves (too often) early in an engagement. Others have continued to rely on what they know or have ingrained. They have tried different approaches, but still have only managed to convert one in twenty Leads. Or two in ten Suspects into a successful contract. They bide their time for the next ‘big’ Opportunity or Blue Bird to come along to bank the big bucks. Surely, their luck will change?
  • These are the journeymen who eke out a living and moderate existence. They are well intentioned, but not well versed in the Science of Selling. They continue to practise the Art of Selling. They sometimes change careers or frequently move to another organisation in the belief that their employer or its offering lacks traction in the market. That of course could be largely true as the leadership of the prior employer may not have fully grasped two fundamental principles:
    • Sales is the life blood of the organisation and requires commensurate attention, focus and relevant tools.
    • Sales should demand the same level of professionalism and discipline as any of the other function that supports the organisation. Sales representation at management or board level is often the only one without a formal, commensurate qualification.
  • An environment lacking discipline in a vital function can only result in a very limited path to success. The sales team may have attended numerous sales courses. They may have networked often and are able to explain every minute detail and unique iota of their offering. However, the missing facet is a practicable methodology – a framework that guides actions and eliminates the competition. One that gains Client trust, provides a common terminology, protects the organisations investment and improves the chances for success. In short, a structured strategy.

Owning a Sector

• 👁️ Finally, our view: “The absolute satisfaction of seeing a creation, a Client’s dream or genuine need or goal being realised, almost borders on the sublime.” It presupposes that the SP assumes the role of a ‘guiding’ Project Manager – the desire to achieve and to attain. To learn and to completely fulfil. In short – to own the Opportunity from cradle to full maturity. These essential qualities differentiates the SP from those that merely dabble. Sales is not just about facilitating a contract and then abdicating. Achievement of the mutually agreed desired results are the foundation of Sales. It is also about owning the Client, eventually all its departments, all its competitors and an entire industry sector. It is about your self-esteem and reputation – the most valuable asset in any human arsenal.” B2B Sales are pivotal for humanity to function, to trade, secure resources and technology; and improve overall wellbeing.

More background on this topic is available at Why B2B matters.