How to Increase Sales In B2B Corporate Situations


Ah, B2B sales.

The products are complex, sales cycles are long, and they involve many decision-makers.

It’s critical that your sales reps highlight the benefits of your solution to increase sales.

At least that’s what you’d think, right?


You’re Not As Differentiated As You Think

Following conventional wisdom isn’t as reliable as it once was. The truth is that by placing too much emphasis on benefits, you end up limiting your B2B sales potential.

Most of the “unique” benefits companies promote to differentiate themselves often don’t inspire customers to consider doing anything different.

As a result, you risk:

  • Wasting sales opportunities where customers make no decision because there’s no compelling reason to change
  • Losing competitive opportunities because you couldn’t differentiate in the sales “bake-off”
  • Slowing sales cycles and eroding margins because prospects don’t see enough difference to rush a decision or to pay a premium

Transform Pitches Into Conversations To Increase Sales

Instead of “selling” on benefits, what if you could deliver conversations that convince prospects to choose you?

How to increase B2B sales by focusing on conversations

The idea is to help your B2B sales team create a remarkable, memorable, and compelling experience for customers and prospects. This includes any time sales reps send emails, communicate over the web, and make in-person presentations.

In the end, you’ll be able to vastly improve your ability to communicate value during customer interaction.

Put The ‘H’ Into Your B2B Sales

In the B2B world, it’s easy to forget that buyers (like all people) make decisions based on emotion. Then they attempt to justify them with facts in hindsight.

That’s why presenting benefits to prospects doesn’t work as well as we think it does. The typical sterile dialogue simply doesn’t acknowledge that successful B2B sales require H2H (human-to-human) interactions. Even if we don’t get caught up in “feeds and speeds” and industry jargon.

It’s all part of creating an interactive customer conversation – one in which the prospect is engaged, participating, and owning the discussion, as opposed to being presented at.

At Corporate Visions, we’ve seen first-hand how beneficial a differentiation strategy with a compelling story can make be a B2B sales pipeline. When you create and deliver messages that customers truly care about, you give your brand a clear edge in today’s crowded market – and dramatically increase sales. Our Power Messaging helps you take full advantage of selling conversations to create more opportunities, “un-stick” stalled sales cycles, and protect your pricing and margins.

Tim Riesterer

Chief Strategy Officer

Tim Riesterer has dedicated his career to improving the conversations marketers and salespeople have with prospects and customers. His books, “Customer Message Management”, “Conversations that Win the Complex Sale”, “Three Value Conversations”, and "The Expansion Sale", focus on improving market-ready messages and tools that marketers and salespeople can use to win more deals. As chief strategy and research officer for Corporate Visions, he sets the direction and develops products for this leading marketing and sales messaging, content and training company.

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