10 tips for B2B salespeople to win the sales call execution challenge

10 tips to win the sales call execution challenge

10 tips to win the sales call execution challenge

As salespeople settle into the new year, analyze their territories and their new comp plans, their focus will begin to shift to individual accounts and how they can achieve their 2014 sales goals.

The first key to sales success is crafting a good sales strategy. The second is executing it. Too often salespeople craft a winning sales strategy, but then drop the ball executing it. Successful salespeople, however, don’t drop the execution ball. Nor do top salespeople just do more of the same things they’ve always done. They recognize it isn’t about just being a bit faster or a bit better.  Rather, top salespeople realize selling differently is an ongoing effort – not a once in a lifetime upgrade.

Successful B2B salespeople implement these 10 sales tips when executing their sales strategy:

1.    Dealing with passive competition – When the buying process stalls, as it often does, modify the sales strategy to overcome the no-decision momentum.

2.    Documenting good news – Bad news documents itself; good new doesn’t – so make sure everyone knows the good news story.

3.    Making the business case – Major accounts don’t close on product features – successful salespeople make a strong business case for investing in the solution.

4.    Understanding the buying process – Get the right information, to the right people, at the right time.

5.    Selling to the C-Suite – The probability of capturing major account business is minimal if salespeople do not successful sell to senior executives.

6.   Selling value – Adding value is a key differentiator since it’s difficult to distinguish one product from the next by features alone.

7.    Leveraging institutional resources – B2B sales is becoming a team sport, the day of the lone wolf is over.

8.    Developing and rehearsing internal champions – Internal champions tell your story when you’re not there – and in major B2B accounts, you’re not there most of the time.

9.    Defining competition more broadly – In major B2B sales, competitors are those companies who do what you do plus every other company competing for the same funds.

10.    Being proactive – Nothing derails a sales strategy more than complacency.

To dive deeper into how these 10 sales ways are used by successful, B2B major account salespeople you can download the free white paper – Getting Sales Strategy Right in Major Accounts – in a pdf file.


©2014 Sales Momentum® LLC

About Janet Spirer

For more than 30 years Dr. Richard Ruff and Dr. Janet Spirer - the founders of Sales Horizons - have worked with the Fortune 1000 - such as UPS, Canon USA, Smith & Nephew, Boston Scientific, Owens & Minor, Textron - to design and develop sales training programs. Janet has followed two different, yet complimentary paths. First, as a B-School Professor she taught marketing, sales, and business strategy courses. She also managed a consulting practice focusing on sales productivity and marketing – working with a variety of clients ranging from Xerox to IBM. She translated those experiences into a book – “Parlez-Vous Business” – that helps sales people develop the business savvy to sell successfully. Since co-founding Sales Momentum® in 2000 with Richard Dr. Spirer received her Ph.D. from The Ohio State University, an M.P.A. from The University of Texas at Austin, and a B.A. in Economics from Brooklyn College. She holds the appointment of Professor Emeritus at Marymount University.
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4 Responses to 10 tips for B2B salespeople to win the sales call execution challenge

  1. Fred Swan says:

    Great points, I’d add always be networking. Knowing who the top 2-3 decision makers is vital. Always get referrals from them & expand your reach in each account.

  2. Janet says:

    Thanks for the comment, Fred – we agree!


  3. Jim Trunick says:

    I really like points #7 & # 8 . I think too many salespeople are shy or unaware of how to involve internal resources (organizational savvy) – netwworking, inside our org., is more important, given its who you can connect, not how good any one person is. And working the room, as it were, to build advocates and champions in lower levels in the organization, assists the process success more than just focusing on c-suite.

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