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Whether you work in B2C or B2B sales, you need to have an armory of techniques ready to deploy when the right situation presents itself. There are a variety of sales techniques to learn and use, but they often depend on the type of product you are selling and the type of clients.  

Sell Customer’s Situation 

Whether you are selling to a customer or a business prospect, it’s better to sell to the situation than to the person. A product is designed to resolve a problem, so make sure you are targeting the problem in your prospect’s situation. It aggravates the situation making them willing to listen. 


If you are selling to a business prospect, they will be interested in how the product affects their colleagues as well. Remember, buyers are embedded in a business environment and will be interested in a product for impersonal reasons. This approach can help accelerate your sales.   

Disrupt Prospect’s Normal 

Selling products requires insight and techniques. The majority of salespeople believe the sales cycle is a linear process, moving from initial contact, through features and benefits, to a situation when your prospect chooses you, your competitors, or chooses a third option of nothing at all. 


It’s this third option you have to work hard to avoid. Around 40% of prospects will choose the status quo over something you have to offer. With this might, you have to show them why doing something different is valuable to their business goals and why choosing you is the best option.

Offer Unconsidered Needs 

When it comes to B2B sales, your need to show your prospects why they aren’t reaching their business goal targets and what needs to be done to get there. Often, businesses hear the same messages from multiple sources about pain points and solutions. So offer something different.  


Unconsidered needs are going to catch the attention of your prospects and make them more interested in what you have to say. If you can back up your narrative with an effective product, you have differentiated yourself from the competition and created the right space for conversion.   

Use Case Studies 

What could be better than engaging your customer by telling them about other companies you have worked with in the industry? Prospects are not only interested in what other businesses are doing; they are also interested in how you worked with them and what competition there is. 


Case studies are an excellent way to highlight the long-term benefits of a product. For instance, if you sold linear led lighting to a warehouse, you could talk about how this product increased sales and improved the company’s infrastructure. This should generate some product interest. 

Differentiate Your Products

In B2B sales, you need to differentiate your products to ensure you have something unique. This is slightly different from B2C sales, where you can appeal to emotions and talk about the lifestyle benefits of a product. When it comes to commerce, companies are interested in their bottom line and how they can reach their business goals with more competitive strategies.