B2B (business-to-business) is a trade model where one company sells its goods or services to another company. Unlike B2C (business-to-consumer), where goods are aimed at the end consumer, B2B is focused on interaction between businesses. For example, if a furniture manufacturer sells its products to shops, that's B2B.

Simply put, B2B sales is when companies work with each other to improve their business processes, increase profits and create new products.

Features of B2B sales

• Long-term relationships: In B2B, trusting and long-term relationships between partners are important.
• Complex transactions: The decision-making process can be longer and involve multiple levels of negotiation. 
• Customised approach: Each proposal is often tailored to the specific needs of the client. 
• High volumes: B2B deals are usually for large amounts and volumes. 
• Technical specifications: A thorough understanding of the product and its technical specifications is often required.

Examples of B2B sales

• Building materials: Concrete and brick manufacturers sell their products to construction companies.
• Software: Companies that develop CRM systems offer their solutions to other businesses.
• Equipment: Manufacturing equipment suppliers sell machinery and tools to factories. 
• Popular areas for B2B sales 
• Technology solutions: Software, cloud services, IT consulting. 
• Industrial goods: Equipment, raw materials, tools. 
• Marketing services: Advertising, PR, SEO services.

How to sell a B2B product or service. Stages of a B2B transaction

1. Target Audience Identification: Understanding who your potential customers are.
2. Identifying needs: Analysing the customer's business problems and needs. 
3. Solution Presentation: Presenting the product as a solution to the identified problems. 
4. Handling objections: Dealing with the client's doubts and questions. 
5. Closing the deal: Finalising the contract and closing the deal.

B2B sales tools and techniques

• CRM systems: Help manage customer relationships and track transactions.
• SPIN-selling method: Questions aimed at understanding the customer's situation and needs.
• Content marketing: Creating useful content to attract and inform customers.

How to increase B2B sales

• Improving service quality: Continuous interaction and support for customers.
• Team training: Investing in staff training to improve their skills.
• Market analysis: Researching competitors and adapting offerings to current trends.
• Use of technology: Automate processes and use analytics for decision-making, e.g. online platforms such as b2b-fair.online.

B2B sales require a special approach and understanding of business needs, but with the right strategy can lead to significant growth and stability.