5 B2B Sales Secrets to Winning Over Skeptical Prospects

Olin Hyde
March 15, 2016

B2B sales included $15.8 billion in sales in 2015. You have to go out of your way to win your prospects over. Every so often you may come up against a skeptical prospect who is wavering on the edge of turning away and making a purchase.

This is the crucial difference between good sellers and bad sellers. It could well be the difference between a successful business and barely breaking even. These five B2B sales secrets will show you what you need to do to win over those prospects.

Ask About their Business

Business owners are desperate not to get taken in by a salesperson. That means the moment you call they are already anticipating what’s to come. They already know that you are going to ask them to buy something. Throw a curveball by asking them about their business instead and what they want.

You are helping to instill trust because you are going out of your way to show that you care more about them than making the sale. In other words, you are adapting to their needs not trying to convince them to adapt to yours.

Talk to them about their companies. There’s nothing a business owner enjoys more than talking about something they are truly passionate about. And this also helps you to gather vital data.

Link the Conversation Back to Your Business

You are talking about the needs of the customer and you are thinking about how you are going to bring it back to the subject of a sale. You need to bring it back around to your business and what you can do for them. This is where it can go horribly wrong.

You need to bring it back to your business in a way that keeps it about them. Go out of your way to ask about what recent challenges the prospect has had. This can be anything from a lost employee to having problems dealing with software.

Now you are going to identify with them. Don’t sell them something. Just offer an unsolicited solution, or maybe tell a story of a time you experienced the same problem. You are trying to get them to identify with you in order to start building those relationships.

The Call to Action

Creating a relationship won’t lead to anything by itself. You have to provide a clear next step for your prospect. This can come in the form of anything from a free quote to some sort of trial. There are all sorts of things that you can do to make that connection.

But to get this free trial or quote the client has to do something. They need to make a token action in order to get them engaged. It could be as simple as sending you an email or calling back later that day.

Make the step as easy as possible to increase the likelihood that they will actually take that step.

Get the Entire Team on Board

Most sales teams will have someone who is good at doing something like closing sales or welcoming prospects. An ordinary manager would place that person in a position where they can do the most good. Believe it or not, this is the wrong way to do it.

Instead, you should be getting them to teach the rest of the team how to be better in one specific area. This is how you scale for success and this is how you insure yourself against an employee leaving or the team having a spike in prospects.

Invest in your team to make them better all round.

Don’t Give Up

The important thing is that you never give up on a prospect until they tell you that they are no longer interested in what you have to offer. It can take over ten different touches for you to actually make a sale. You have to nurture your prospects.

Don’t give up because you didn’t get a positive response the first time. Make sure you are keeping your leads fresh and don’t leave too much time between contacts. You don’t want them to forget about you.

Conclusion – The Secrets to Sales Success

The secrets to sales success revolve around targeting the right prospects in the first place. Unless someone is interested in what you have to offer, no amount of silver-tongued spiel is going to convince them to buy. Use data and use laser targeting to ensure that you are targeting the right prospects in the first place.

Sales can be won and lost before you even start speaking to a person.

Further Reading

Lainey Mebust
June 15, 2020
Lainey Mebust
May 29, 2020
Olin Hyde
April 8, 2020
. 5 min read