Market InsightsSales Enablement

What are the common challenges in B2B sales?

B2B sales: What are the customary obstacles?

The B2B sales process can be complicated. It is necessary to understand the difficulties and why they occur. What are the typical problems associated with B2B sales? This question is of the utmost importance for any company that wants to fine-tune its sales approach. The sales force itself may encounter several kinds of roadblocks that can diminish their effectiveness and set the whole group back. Such roadblocks can and do hurt top-line revenue.

Protracted Sales Cycles

Lengthy sales cycles present a challenge in B2B sales. Research shows that the average B2B sales cycle lasts between six to nine months. Not only can that protract the resource-depleting conversion of prospects to customers, but it can also push cash flow into a bottleneck. Compounding the problem is that many of the purchases under consideration involve an involved decision-making process with numerous stakeholders. What’s more, in a world of remote work and virtual meetings, few businesses have the kind of face-to-face contact that builds rapport and trust in the decision-making process.

Sales leaders can adopt a variety of strategies to tackle this problem.

Make use of CRM tools to follow potential clients and handle communications.
Streamlining operations by improving team member communication.
Offering customized answers to particular client problems.

In addition, comprehending the client’s purchasing path can assist sales teams in steering the long cycle more adeptly. This method stresses the importance of consistent follow-ups and the cultivation of relationships.

Recognizing Who Calls the Shots

B2B sales face another test: pinpointing the key decision-makers. This is often a hit-or-miss proposition where the miss can consume resources and sap morale. According to HubSpot, 75% of B2B buyers choose their vendors based on the experience they offer. This stat implies that not only is it important to link up with the right stakeholders, it’s also critical to offer them a good experience.

This challenge can be met by sales teams that:

Researching thoroughly into accounts that are targeted.
Using LinkedIn for networking and discerning who the key players are.
Cultivating connections with current contacts who are able to supply referrals.

As a result, targeting the right individuals boosts the chances of securing agreements. Thus, this becomes a focal point and an area that cannot be neglected.

What Challenges Do B2B Salespeople Face?

Common B2B sales challenges and how to solve them can help teams succeed. The challenges include the not-so-quick sales cycle, finding the right people to close, and of course, competition. These are not easy to overcome. But another big challenge is not really understanding why those others are big challenges. If you understand the reason that they’re important, then maybe you’ll put in the effort to get better at overcoming them. And that’s where differentiation comes in. A lot of us know we’re supposed to differentiate. But not all of us know exactly how to do that. And that brings me to my next point.

Sales teams can set themselves apart from the competition by:

Concentrate on crafting and showcasing stories of how customers have found success and satisfaction in your product or service, and use their words as powerful testimonials.
Demonstrate one-of-a-kind aspects by means of webinars or live demonstrations.
Make content marketing the centerpiece of the strategy, using it to establish a leadership role in key investment themes.

In addition, a robust value proposition can enable sales teams to interact much more effectively during the sales process.

Integrating technology.

Yielding substantial paybacks, the inclusion of technology in B2B sales also imposes some taxes. Many companies have either antique systems or no sales technology strategy at all. A report from G2 says that 43% of sales people believe their tools do not meet their needs. How can we hope to achieve a cohesive whole when so many of the parts are half-baked or nonexistent?

Organizations should take the following actions to surmount this barrier:

Allocate resources to invest in sales tools that are not just friendly to the user but that also enhance productivity when our salespersons are using them.
Train the sales team to harness technology to its fullest potential.
Periodically assess the present instruments to guarantee their alignment with sales objectives.

Moreover, the convergence of marketing automation with the company’s other sales tools makes the entire sales and marketing team more effective. By allowing leads to be nurtured and by boosting sales effectiveness, marketing automation is yet another tool to help the alignment cause.

Establishing Trust and Credibility

Establishing trust and credibility is necessary in business-to-business selling. It is the kind of selling where, for many good reasons, buyers feel they must dig deep and research the vendor and their offer before they feel comfortable stopping the search and making a decision. A study by DemandGen found that 90% of B2B buyers said their purchasing decision was influenced by the vendor’s credibility.

Sales representatives can establish trust through the following actions:

Providing useful content on a regular basis.
Connecting with potential clients via social media.
Ensuring that the customer is treated well at all stages of the sales process.

Moreover, presenting industry certifications and awards can boost a company’s appearance of credibility.

Common Challenges and How to Navigate Them

To sum up, knowing the usual obstacles in B2B sales can greatly influence one’s sales tactics. When B2B sellers know what to expect and plan accordingly, they naturally sell better and with more confidence. They also are more effective when they can stay on top of current industry trends and can adapt their sales strategies accordingly. Lead times are long, and the decisions are made by groups, but by overcoming these challenges, B2B businesses can grow.