There are many markets that one can be successful in as a business, and not all of them are consumer facing. Some businesses are better suited for the Business to Business (B2B) market, where the main customer is another business rather than a mass market consumer. When communicating a sales message to the business customer, there are different types of language, triggers and skills to use that will equip a sales professional to be successful. In How to Say It: Business to Business Selling, the key messages to successful B2B selling are outlined in a clear manner. Whether the salesperson is looking to build a relationship while selling vacuum cleaners to professional services or payment systems, the keys to the top are outlined here.
The author, Geoffrey James, is a former reporter and has used that expertise to research and compile the best information in an easily digestible format. The text is brief, and provides clear instruction and simple outlines for moving into a successful professional B2B relationship. Scripts are provided along with ideal scenarios, to help the B2B sales professional properly deliver their message. It contains sections on how to generate sales leads, build a sales pipeline, develop an opportunity, and finally capturing the customer and closing the deal.