Sales pros offer insights and strategies for improving B2B sales communications.
By Regina Ludes
Most sales experts will tell you that building relationships is the most important aspect of selling, but like most worthwhile things, the effort to build those relationships for the long term takes time, patience and consistent contact.
“Communication is the bedrock of any relationship,” said Daniel Guajardo, Director of Market Strategy at Mid-West Family South Bend, a multimedia marketing agency. “From this, trust becomes the element that solidifies communication as the cornerstone. Like anything else, the relationships we build require work to come together.”
Best Practices
The typical sales process can be as short as a few days or as long as several years, said Paul Salamanca, Co-founder and CEO of Top One Percenter Academy, a sales coaching SaaS company. It takes patience to close a business-to-business (B2B) deal, which is why consistent communication is needed to build trust.
“Begin by being an expert in your field, then by being genuinely curious about how you might help the facilities manager’s business. This will build stronger rapport than making small talk,” Salamanca said.
There are several other ways to prepare for sales calls and make your sales communications go smoothly.
Practice your pitch. There’s so much to remember to do and say while also listening to the prospect with genuine curiosity. There’s a tendency to rush through the presentation, but that approach can come off as pushy and hurt your chances of closing the deal.
“If you know what to say in every scenario, you’ll be more comfortable listening to what the person is saying with the intent to help them instead of wondering what to say next,” Salamanca said.
Practice the presentation before meeting with the prospect so you can present it without sounding canned or rushed. “The meeting isn’t the right time to work on your pitch for the first time,” he said.
Tell stories. Storytelling is an underutilized skill. “Storytelling is selling. Stories can engage audiences, they’re fun to listen to and recipients tend to remember you afterward,” Salamanca explained. It’s not hard to learn storytelling techniques either, but like any skill, you need to practice it consistently to become good at it.
Limit the use of scripts. Working with a script might be helpful in some situations, such as when you’re new to your company or learning about a new product, but it should be used only as a guide. Remember the key points of the script, but develop your own communication style so your delivery comes across naturally.
Develop healthy habits. A healthy routine, including regular fitness and meditation, helps to retain information and make you feel better about yourself. “Meditation clears your mind, and in stressful situations, it can help you stay calm. You’ll be more present with everyone you speak with. You become a better overall person and, consequently, a better sales professional,” Salamanca said.
Working With Facilities Managers
Reaching out to facilities managers for sales calls or in-person meetings can be challenging due to their loaded schedules and responsibilities, Guajardo said. Often working solo or part of a small team, they juggle numerous vendor relationships, so their time is limited. “It’s crucial not to demand more of their time than necessary; therefore, every interaction should be intentional and have a clearly defined expectation,” Guajardo advised.
Be aware that facilities managers may already have established, long-term relationships with their existing suppliers. Newcomers to the industry shouldn’t take it personally if a facilities manager doesn’t immediately engage in business, Guajardo said. “Instead, take time to nurture an authentic relationship with them. Eventually, they might require your products or services.”
Seasoned sales professionals might benefit from periodically reassessing their approach. Changes occur over time, such as technology, products, terminology and preferred communications methods. “Maintaining a mindset of continuous learning and growth equips you with the tools and skills necessary to make meaningful contributions in all endeavors,” Guajardo said.
Common Missteps
One common mistake suppliers make is trying to close the sale too early during the meeting. Salamanca said taking time to ask questions can uncover the prospect’s needs and determine any sense of urgency. “Discovery is important. You don’t want to come across as transactional and ask only one or two discovery questions just so you can start pitching. Take the time to understand how big the problem is for the prospect before talking about what you can do for them,” Salamanca said.
Another mistake is assuming a generic solution will work for them. Guajardo said shifting from providing a pre-determined solution to co-creating a customized one fosters shared goals and perspectives. “Never attempt to ‘sell’ them. Instead, view them as humans in need of assistance,” he said.
If the prospect declines your services, take negative feedback in stride. Stay in touch and look for ways to provide value, such as sharing information they can apply to their business. Having a helping mindset can turn that prospect into a valued client for the long term.
Comments