How To Sell B2B Without Being Pushy

by Tanya March 31, 2023

Most people are suspicious of salespeople, which is why this job has a bad reputation.

There are many things a great salesperson must do:

• Understand the product/service they are selling inside out

• Read your clients’ needs and wants

• Make a persuasive argument (either written or verbal)

• Know how to seal the deal

Below are 8 ways to easily close a sale:

1. Understand how and why clients buy from you

The toughest aspect of appealing to other businesses in comparison to typical customers is B2B clients only buy if your product/service directly assists in making more money for them.

One of the common mistakes many businesses make is thinking that B2B is just a numbers game. So they chase and chase the leads without understanding the basics of a sales funnel and the reasons behind buying.

The B2B sales funnel is a very strict model that you need to understand.

If B2B marketing funnels are new to you, I recommend speaking to consultants like Alex Croucher who can give you an insight into how you to get business cost-effectively.

2. Build rapport with your clients

Rapport is defined as a friendly, harmonious relationship. There’s mutual agreement, understanding, and empathy that make the communication flow well.

People buy from people they like. It’s especially important in B2B environment where you’re selling high-ticket items or services.

Rapport requires necessary components to be present in a relationship.

•  Mutual attentiveness
•  Positivity
•  Coordination

Once you have built a good rapport, there is an implicit assumption of positive intent between both people that makes your interactions easier.

These 3 elements are what make the dynamic structure of rapport — and they are all intriguing because they’re nonverbal.

How to build rapport?

When it comes to building rapport, there are steps you can take to strengthen your relationships.

1. Make a good introduction/first impression

2. Actively listening

3. Ask engaging questions

4. Be aware of your body language

5. Find common ground

Understanding the psychology of sales and how you can get under someone’s skin is not about holding a megaphone up and saying “buy me!” but about stimulating a relationship.

3. Make a strong argument for your products/services

This is where your research and previously built rapport comes in handy—you need to articulate why your product or service is the best option for the customer.

To make a strong argument, you need to understand both – your and competitors’ products.

Use a PowerPoint company to make a memorable presentation.

Tell a visual story that sparks curiosity, makes emotional connections, and persuades people to take action – all at once.

Your story should answer the following questions:

◉ What important problems were the company and its product created to solve?

◉ Why do buyers pick your brand over competitors?

People are more likely to remember your presentation when you weave a story into it. Think about the message that you want to convey and communicate your story to keep your viewers engaged from start to finish.

4. Be persistent, but not pushy

Sales is still also a numbers game, so don’t give up too easily.

If you’re not successful at first, follow up with the potential customer and see if there’s anything else you can do to seal the deal.

If you come on too strong, you’ll only turn the people off.

Know when it’s time to call it quits.

5. Sell things you believe in – this projects confidence

If you don’t believe in your product or service, why should your potential customer?

It’s important to project confidence when you’re selling.

People buy from those they trust—so if you can exude confidence, you’ll be much more likely to seal the deal.

6. Offer a trial period

If your potential customer is on the fence, offer them a trial period.

This will allow them to experience your product or service first-hand and see if it’s a good fit for their needs.

Often, all it takes is a little taste of what you have to offer to convert a skeptical customer into a paying one.

7. Provide incentives

Incentives can be a great way to close the deal, especially if the customer is undecided or price-sensitive.

Offer discounts, freebies, or other perks to sweeten the pot and make your product or service more attractive.

Just be sure that you don’t give away too much—you don’t want to devalue what you’re selling.

8. Learn to close the deal

Closing the deal means asking for the sale directly and making it clear that you’re ready to move forward.

Be confident, assertive, and prepared to answer any final questions or objections.

If you’ve done your job right up until this point, closing should be easy.


Remember, sales is a process—not a single event.

By following these steps, you can close more deals.

Just stay focused, stay positive, and don’t give up too easily.

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The first Millennial blogger in the UK. Twitter @_luckyattitude

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