What are the best B2B sales techniques?

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Sales methods: “Process”

Tech Battel: There are several types of sales methods. Some concern a particular aspect of the sale, others on the contrary will structure your entire approach from commercial prospecting to the conversion of the prospect into a customer.

We will start with the latter, they allow you to have a vision and a global follow-up on your sales process especially when it includes several sales meetings as is often the case in B to B.

The SPANCO sales technique: To effectively follow the sales process

The Spence sales method is a technique developed by Xerox, it describes all the phases through which a prospect goes before becoming a customer.

SPANCO is actually an acronym for: Suspect, Prospect, Analysis, Negotiation, Conclusion and Order ongoing.

The principle of this method is to follow all of your current sales by positioning each prospect on the stage that corresponds to him. Of course, each step has a goal that you must complete in order to move the potential customer to the next step.

This technique has the advantage of being relatively universal, how to create a Wikipedia page about yourself it is easy to set up and can be used by everyone. It is very useful for managing your pipe and having an overview of your current sales process.

The MEDDIC method: To keep control of complex sales

It is this method. We really love it. B to B sales have become enormously complex in recent years. The sales processes are longer, they involve a large number of interlocutors and your competitors are never very far away.

The longer your sales processes and the more complex (and expensive) your solutions, the more relevant this sales technique is.

With us we like to say that it helps you qualify your prospects and at the same time it qualifies YOU for your prospects.

MEDDIC is an acronym:

  • M for Metrics (or indicator)
  • E for Economic Buyer
  • D for Decision Criteria
  • D for Decision Process
  • I for Identify Pain (Problems and brakes identified)
  • C for Champion (Prescriber)

You need to be able to get clear answers to each of these aspects if you want to stay on top of selling and increase your chances of converting.

The SPIN SALES technique: Understanding the different stages of the sale

SPIN Sales are actually part of the spin selling technique offered by Neil Rackham. This technique is based on two aspects, a division into 4 phases of your sales and the use of 4 types of questions to deepen your understanding of the customer’s needs.

The Four phases of spin sales are:

  1. The opening phase
  2. The investigation phase
  3. The demonstration phase
  4. The engagement phase

The goal behind spin sales is to offer your potential customer an action every step of the way. These actions, if they are carried out, constitute advances allowing the prospect to progress to the next stage. The more simple actions you offer, the more chance the prospect has of seizing them and thus gradually reaching the objective: The sale!

Read our article on Spin Selling to learn more about Spin Sales.

Sales techniques to qualify an opportunity

Now that you have no more secrets in mastering the sales process, let’s move on to sales techniques that will allow you to qualify your client meetings. In client meetings, your objective is to get your prospect to speak in order to really understand his challenges, his maturity and ensure the relevance of your solutions.

Remember that if you have two ears and one mouth, it is to listen twice as much as to speak. (Yes I know it’s me who said that…).

SPIN SELLING: for relevant questions

I told you about the SPIN Sales above, so here is the second dimension of spin selling the SPIN Questions. The objective of spin selling is to allow you to ask the right questions to fully understand the needs and challenges of your potential client. Moreover, the power of spin selling lies in the fact that with the right questions it prepares the prospect for your pitch.

For that, spin selling is formidable!

SPIN stands for the 4 types of questions highlighted by Neil Rackham:

  • The “situation” questions
  • The “problem” questions
  • The “implication” questions
  • “Need-payoff” questions (Result)

By using SPIN SELLING you will gain the trust of your prospect and prepare them to receive your arguments. Without even having had to sell anything, it’s beautiful isn’t it?

To find out more, check out our article now: 

ACTIVE LISTENING and the BEBEDC method: better qualifying the needs of your prospect

We often talk to you about active listening and it is true that this is the theoretical basis of a good sales interview. On the other hand, what is active listening? What do I need to hear to reach my goal? It is often less clear, isn’t it?

To practice active listening without getting lost, there is a rather well-crafted technique that comes to us from up too: the BEBEDC method. It is very simple. You need to talk to your prospect and ask them questions until you get this information:

  • His Need
  • Its challenges
  • Its Budget
  • The deadline of his project
  • The decision-makers for this project
  • Competitors solicited

The whole art of active listening and BEBEDC rests of course on your ability to obtain information indirectly. You don’t say to a prospect in 2020: “What’s your budget?” but rather “During your last site redesign, did you have any idea of ​​the investment that had been made by your team?”

BEBEDC is also a technique that could be considered as a qualification method. If you are not able to get reliable information on each of these points, there is no point in wasting your time: The deal is lost.


Either your prospect isn’t actually ready to buy, or you haven’t been able to gain their trust. Either way you lost.

Bonus: If you’ve watched the video, it’s subtle, but the introduction of the video uses a marketing technique that could be likened to a sales technique, The AIDA Method!

BANT: The qualification technique

Finally, let’s finish the qualification techniques with the BANT method. It is an extremely simple qualification technique, it consists in obtaining the answers to the following questions:

  • Budget: How much is your prospect willing to pay for your service
  • Authority: Does he have the authority to make this type of decision?
  • Need: What is your prospect’s need?
  • Temporality: When does he need it?

This method has the merit of being simple but to be honest it is largely outdated. In its implementation, it is quite brutal and today the prospects do not really answer the question of the budget or the authority in a simple and clear way.

It is a good basis for Wikipedia writers marketing teams, in particular to qualify incoming leads, but in a commercial prospecting process we do not recommend it.

Sales methods to convince

Are you a champion of listening, do you perfectly qualify your potential client? Ok now is the time to capture the attention of it with a powerful and adapted argument. Luckily we have some techniques in store for you.

SONCAS: the sales method based on psychological profiles

One of the best-known sales techniques is of course the SONCAS method. Its principle is relatively simple, during the discovery phase by exchanging with your prospect you must be able to identify his psychological profile.

There are 6 main types of profiles:

  • security
  • Pride
  • Novelty
  • Comfort
  • Silver
  • Sympathy
  • Bonus: Ecology (SONCASE)

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