B2B Sales is a Process Rather than an Event

Interestingly I am questioned frequently by b2b sales people and sales managers about how to make b2b sales work right every time.

Well, sometime the answer is not what they want to hear. “B2B Selling is simply a Process.”

Yet, the traditionally trained sales people and sales managers want it to be an event. You know what I mean here – make a single call, talk to a decision maker and get a contract!

Yes, it did work that way – back in the 50’s and 60’s when everything you could make was sold immediately. That was a special time in the world of selling. Basically all markets were being created at the time and growth was the name of the game. IF you could build it, you could sell it and sell it quickly.

Today is a totally different game. Due to things like the internet – which told away the sales person role as the holder of product knowledge – and global competition for products (as in cheaper.) we have a new set of challenges.

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