Learn the best strategies for B2B sales
O AmplificaCast is always bringing valuable insights to marketing, sales and business professionals. In episode 81, we welcome Mari Genovez, founder of Metias, to share strategies for B2B sales that can transform a company’s results. If you work in sales or are responsible for the commercial growth of a company, this episode is full of practical lessons to boost your performance.
Mari started the chat by highlighting a crucial point for any salesperson: self-knowledge is the basis of everything. Before seeking technical sales courses, it is essential to understand your own behavioral profile. According to Mari, this practice helps the salesperson adapt their approach to different situations and customers. “There are times when you need to be more of an executor, others more analytical. Knowing how to balance these 'aces up your sleeve' makes all the difference”, she states. Furthermore, she points out that the salesperson should not ask permission to resolve the customer's pain, but rather be assertive when presenting the solution, because he already has in hand the good news that the customer needs to hear.
Having well-defined processes is essential in B2B sales strategies. Mari points out that companies without a well-planned sales structure often become frustrated. This happens because many entrepreneurs are in a hurry to sell, but do not invest the necessary time to structure a clear process. Without this, initiatives such as outbound can take months to generate tangible results. “Sales don’t happen by miracle. You need to understand the business’s current situation and define the best strategy for each stage”, Explica.
Another point raised in the episode is the importance of active listening. Salespeople need to talk less and listen more. This concept is even more relevant in consultative and high-ticket sales, where the focus should be entirely on the customer's needs. Instead of pushing various products or services off the shelf, the salesperson needs to identify the customer's main pain and resolve it surgically. “When you solve the initial problem, you build trust, and that makes future sales easier”, adds Mari. Active listening, combined with the ability to be genuinely interested in the customer, is essential for building lasting relationships.
During the conversation, Mari highlighted the importance of preparation in B2B sales. For her, a salesperson who prepares properly for meetings and negotiations is always ahead of the game. This includes everything from researching the client's company and industry to fully mastering their own products and services. “If you are going to present a business proposal, do not send it by email before meeting with the client. The personal presentation is the chance to demonstrate value and overcome objections efficiently.”, he advises.
Another relevant point discussed was the follow-up. Many salespeople are afraid of appearing pushy, but according to Mari, the key is to establish clear agreements with the client from the beginning. During the presentation of the proposal, it is ideal to set a deadline for a response and define the best communication channel for the follow-up. To reinforce the commitment, a practical tip is to send an email summarizing what was agreed and schedule the next meeting on the client's calendar. “This creates the engagement trigger and prevents the customer from disappearing”He says.
Mari also shared insights on resilience in B2B sales. Dealing with the countless “no’s” on a daily basis requires emotional intelligence and persistence. For her, sales teams need to analyze the reasons for rejections, as they can reveal valuable opportunities for process or product improvements. In companies that have structured processes, even “no’s” become a learning experience. “I'd rather hear a 'no' than deal with a customer who disappears without giving an answer”, says.
Another highlight of the episode was the discussion about the role of the SDR (Sales Development Representative) and the evolution of outbound. Mari emphasized that the SDR's role goes far beyond following scripts. They need to personalize their approach to each client, be a great listener, and dedicate themselves to studying the product and the market. Without this, the work loses effectiveness. “The script is just a compass. The SDR needs to bring his essence to the conversation”, Explica.
In the context of outbound, Mari also reinforces the importance of the intelligent use of digital tools, such as LinkedIn and WhatsApp, but warns that calling is still the most efficient method for conversion in B2B sales. “The phone is always in the customer’s hand. While emails can be ignored, direct calls remain one of the most effective channels for engagement.”, highlights.
In addition to individual performance, Mari spoke about the need for leadership to pay close attention to the team. Managers need to interpret data, analyze numbers and offer personalized support to each salesperson. The practice of tracking short-term goals, rather than just annual goals, helps identify bottlenecks and adjust strategies before it’s too late.
Finally, Mari shared some challenges of the current market, such as the pressure for quick results and the lack of knowledge about the different strategies for B2B sales available. It advocates simplicity and a focus on well-structured processes, adjusted to the maturity of the business. “There is no point in implementing outbound if the company is not yet ready for it. Each situation calls for a different strategy”He says.
If you want to take these strategies for B2B sales for your company and boost your business results, don't miss this full episode on Amplifica Digital
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