The Best B2B Selling Strategy

Top organizations succeed with sense making sellers

An abundance of good information

Today’s customers have access to high-quality information and rely less on sellers for data and insights across a purchase. This buying environment places significant pressure on sales leaders to evolve how they influence customer purchase decisions. It is essential to figure out what the best selling strategy is, when customers are doing so much of their learning independently

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    We’re specifically looking at how we enable our buyers to progress in their decision process. In fact, Gartner is helping us to think through what that looks like in terms of our organization and what that looks like in terms of the tools and process that we use to enable them.

    Jenny Lee

    VP, Global Sales Operations and Strategic Initiatives, Ellucian

    Organizations with the Sense Making sales approach win

    Optimizing your B2B selling strategy to increase customer confidence, and lower skepticism of sellers and their claims, is critical to sales success today. The Sense Making sales strategy increases the chances of closing high-quality, low-regret deals by connecting customers to relevant resources, clarifying information complexity, and collaborating in customer learning.

    Insights you can use

    The winning formula for closing high-quality, low-regret deals is to increase customers’ confidence in information and reduce their skepticism of sellers. Heads of sales must adapt to this selling strategy to help customers navigate, prioritize and make sense of available information.

    The world is crowded with good information

    Customers are awash in good, evidence-based, highly credible information from suppliers and other parties. Discover how improvements in data and analytics, thought leadership and sales messaging have resulted in high-quality information that informs most B2B purchases.

    Pie chart showing that 89 percent of B2B buyers indicate that the information they encountered during the purchase process was of high quality. Neutral occupies 7 percent while Disagree occupies 4 percent.
    Bar graph showing the impact of information quality and volume on winning a high-quality, low-regret deal.

    Too much good information has negative impacts

    Buyers, overwhelmed by information, are struggling to make purchase decisions, and this indecision trickles down to suppliers. 55% of customers say that making informed trade-offs between vendors and their capabilities is difficult based on the information encountered during the buying process.

    Bar graph showing the impact of information quality and volume on winning a high-quality, low-regret deal.

    Sellers take one of three approaches

    In response to rising customer demands for information, sellers respond by taking one of three distinctive sales strategies to information sharing: Giving, Telling, or Sense Making.

    An illustration showing three selling approaches to engaging customers with information. Giver: "I can get you a lot more information on that." Sense Maker: "There is a lot of information; let me help you make sense of it." Teller: "Let me tell you what you need to know."

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