Tech Sales Explained - Three Fundamentals of B2B Tech Sales

The world of B2B tech sales is a deep one. It's filled with ever-changing strategies, specialized skills, and proven techniques.

So many, in fact, that we’ve created several Courses about them! But at the core of it, all is one key drive: to bring revenue into your company.

While that may sound simple enough, there's a lot more to it than that. What bridges the gap from the nitty-gritty hows” to the broader why”? Three pillars can make or break your success in B2B sales.

Let’s take a look at each pillar and break it down.

The Three Pillars of B2B Tech Sales

If you’re new to tech sales, we’ll start with a quick definition. B2B sales stands for business-to-business sales. In other words, it's the process of selling products or services from one company to another.

If you’re going to drive revenue as a B2B tech sales rep, you need to understand the needs and wants of your buyer, build relationships, and close deals.

1. Understanding the Buyer

In order to succeed in B2B tech sales, you need to take the time to get to know your buyer. And like your business, their company has objectives to hit, too!

The more you understand their goals, pain points, motivations, and roadblocks, the better you’ll be able to craft a pitch that speaks directly to their needs (and your value).

To understand more about your buyer, you can try things like:

• Researching the company and the industry it’s in. Get a handle on what they care about, what products or services they sell, who their customers are, and what’s happening around them.
• Creating buyer personas or cheat sheets that break down different types of customers that you sell to on a regular basis. These can be based on market research or insights into other customers you serve.
• Asking good questions during discovery calls or customer interviews. Discovery calls are a perfect opportunity to dig into the details about a specific customer’s needs and experiences before you pitch a solution.

2. Building Relationships

People do business with people they like and trust — it's as simple as that. As a result, building strong relationships is essential for success in B2B sales. After all, even if you’re selling to a business, there’s still a human (or group of humans) on the other end!

The best way to build relationships is by providing value upfront without asking for anything in return. Once you've established yourself as a trusted resource, you'll be in a much better position to close deals.

Some other ways to build strong relationships:

• Find common ground with your customer, like a shared connection, interest, or experience
• Show that you’re actively listening to what they have to say. By extension, you show you care about their needs.
• Stay in touch by checking in and following up in a timely manner. Absence may make the heart grow fonder in love, but not in sales.
• Keep your promises. If you say you’ll find an answer to a question, don’t sleep on it. Show your customers they’re your priority.

3. Closing Deals

Remember how the ultimate goal of any good salesperson is to close deals and bring in revenue for their company? That's where things can get tricky.

This is the part where you balance your customer’s objectives with the objectives of your own company or team.

Closing is a key sales moment, because it’s the culmination of every communication, presentation, and meeting you’ve had with a customer. But with the right tools in your toolkit, it doesn’t need to be a scary one.

Here are two of our favorite approaches:

• SNAP selling: This sales system stands for Simple, iNvaluable, Aligned, and Priority. It’s all about giving buyers the clarity and urgency they need to pull the trigger on a purchase.
• SPIN selling: There are 4 steps to the SPIN methodology: Situation (assess what’s going on), Problem (find the pain point), Implication (define the consequences of inaction), and Needs (show how you can help meet their needs better than anyone else).

And hey, even if you lose a sale, you can still learn something from it!

Build a Stronger Career With These B2B Sales Pillars

To be successful in B2B tech sales, you need to understand the needs and wants of your buyer, build relationships, and close deals — all without forgetting your role as the revenue engine of your business.

By following these three simple pillars, you'll be well on your way to becoming a top performer in B2B sales.

At Uvaro, we help people find Career Success by examining the broadest why” of sales, understanding these three pillars, and mastering the specific strategies, skills, and techniques that bring them to life.

We’d love to be a part of your Career Success journey. Get started by downloading our Career Success Catalog today!