What is B2B Sales? ​

3 B2B sales processes that will win you more customers.

‘B2B sales’ is short for business-to-business sales, which involves one company selling its goods/services to another company, rather than selling them directly to consumers. Indeed, generally speaking, B2B sales are more complex, require more people, and take longer than business-to-consumer (B2C) transactions.

Two variables are responsible for defining the type of B2B software-as-a-service (SaaS) sales processes: product complexity and product price. Depending on their combination, one can distinguish between three different types of B2B SaaS sales processes: self-service, transactional, and enterprise. The chart below represents the relationship between sales models, product prices, and product complexity.

‘Complexity’ refers to three elements: the complexity of the product itself, the complexity of the implementation and the complexity of the buying decision.

‘Product price’ refers to two elements: the price level at which a purchase decision is made and the number of decision-makers involved in said decision. At the beginning of the scale, a single user is responsible for the decision. At the high end of the scale, multiple people are involved in the decision-making process, all of whom are responsible for measuring the potential…