{"id":42572,"date":"2020-06-01T00:00:00","date_gmt":"2020-06-01T00:00:00","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/b2b-sales\/"},"modified":"2025-07-16T01:27:15","modified_gmt":"2025-07-16T08:27:15","slug":"b2b-sales","status":"publish","type":"post","link":"\/us\/en\/blog\/b2b-sales\/","title":{"rendered":"B2B sales: the cross-functional steps most companies forget"},"content":{"rendered":"<p>Selling business to business (B2B) is a very different animal compared to selling to consumers.<\/p>\n<p>Business customers are savvy, often need to get buy-in from multiple stakeholders, and require solid proof of ROI before they convert.<\/p>\n<p>But B2B sales also present a huge opportunity for salespeople\u2014winning a business sale usually results in a higher dollar value, more commission, and a longer-term commitment from customers.<\/p>\n<p>If your small business sells to other businesses, a good B2B sales strategy will be a key part of your growth strategy. In this post, we\u2019ll look at:<\/p>\n<ul class=\"table-of-content\">\n<li><a href=\"#What B2B sales is and what sets it apart from selling to consumers\">What B2B sales is and what sets it apart from selling to consumers<\/a><\/li>\n<li><a href=\"#The challenge with B2B sales\">The challenge with B2B sales<\/a><\/li>\n<li><a href=\"#How the B2B sales process has evolved\">How the B2B sales process has evolved<\/a><\/li>\n<li><a href=\"#3 big-picture B2B sales techniques for small businesses\">3 big-picture B2B sales techniques for small businesses<\/a><\/li>\n<li><a href=\"#B2B sales examples from real companies\">B2B sales examples from real companies<\/a><\/li>\n<\/ul>\n<hr \/>\n<p>Up your sales game and close more deals with these free cold outreach scripts. \u260e\ufe0f<\/p>\n<div class=\"download-form-widget standart-download-form\" data-url=\"http:\/\/netstorage.ringcentral.com\/ebook\/cold_calling_scripts_playbook.pdf\" data-id=\"69d38e5bc9787\" id=\"69d38e5bc9787\">\n\t\t<button tabindex=\"on\"  on=\"tap:69d38e5bc9787.toggleClass(class='open')\" class=\"open-modal-download-action download-form-button\" type=\"submit\">Start getting more leads<\/button><\/p>\n<div class=\"download-form-modal\">\n<div class=\"download-form-modal-body\">\n<div class=\"download-form-modal-content\">\n<div class=\"download-form-modal-title\">Don't just prospect. Close the deal. Add these prospecting templates to your arsenal. <\/div>\n<form class=\"download-form SMB\" method=\"post\">\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Full Name\" aria-required=\"true\" aria-invalid=\"false\" type=\"text\" name=\"fullname\" placeholder=\"Full Name\" data-dl-events-hover=\"true\" data-dl-element=\"text\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Email (please enter a work email address)\" aria-required=\"true\" aria-invalid=\"false\" type=\"email\" autocomplete=\"on\" name=\"email\" placeholder=\"Email (please enter a work email address)\" data-dl-events-hover=\"true\" data-dl-element=\"email\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"popup_form\" value=\"1\">\n\t\t\t\t\t\t<\/div>\n<div><input type=\"hidden\" name=\"Asset_ID__c\" value=\"ODAM-01477\" class=\"download-form-input\"><\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"Lead_Entry_Source__c\" value=\"RC Blog\" class=\"download-form-input\"\/>\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<button class=\"download-form-submit\" type=\"submit\" data-dl-element=\"button\" data-no-auto-dl=\"true\" data-dl-additional-info=\"download form\" data-dl-name=\"Get them now\">Get them now<\/button>\n\t\t\t\t\t\t<\/div>\n<\/p><\/form>\n<p> \t\t\t\t\t<button on=\"tap:69d38e5bc9787.toggleClass(class='open')\" role=\"button\" tabindex=\"0\"  class=\"download-form-modal-close\"><\/button>\n\t\t\t\t<\/div>\n<div class=\"download-form-modal-thank\"> Enjoy!<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<hr \/>\n<p><a name=\"What B2B sales is and what sets it apart from selling to consumers\"><\/a><\/p>\n<h2>What is B2B sales?<\/h2>\n<p>B2B sales is short for business-to-business sales, and refers to any sale in which your prospect is another business. This sets it apart from business-to-consumer, or B2C sales, where your prospect is a consumer.<\/p>\n<p>B2B sales encompass a wide range of products and services that all have other businesses as their target customer.<\/p>\n<p>Think of business law services, marketing software, or display racks for shops. These are all very different purchases, but the customer for each one is usually another business.<\/p>\n<p>The typical sales pitch, whether it\u2019s a phone or <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/email-sales-pitch\/\" target=\"_blank\" rel=\"noopener noreferrer\">email sales pitch<\/a>, is usually pretty consistent when it comes to B2B sales: show your prospect how your product or service can help them make sales in <i>their<\/i> own business, either directly or indirectly.<\/p>\n<p><a name=\"The challenge with B2B sales\"><\/a><\/p>\n<h2>The challenge with B2B selling<\/h2>\n<p>That consistent goal is also one of the challenges of B2B sales. Since your prospects are hearing similar sales messages all the time, they\u2019re going to be a little more skeptical that your product will actually make a difference.<\/p>\n<p>It\u2019s not just the same sales message from your direct competitors, but from all sorts of products and services that serve business customers. That means it\u2019s even harder to stand out.<\/p>\n<p>Another potential challenge in B2B sales is that business prospects are generally tasked with doing some research before committing to a product or service.<\/p>\n<p>That research can obviously be a positive thing if it leads them to find you, but it also means that they\u2019re unlikely to commit to your product after just one good <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/sales-call-planning\/\" target=\"_blank\" rel=\"noopener noreferrer\">sales call<\/a>. They probably have more calls and more research to do, extending the sales process for your team.<\/p>\n<p>Finally, B2B products often operate at a higher sales volume and financial commitment\u2014which can make for a longer, more in-depth sales process. You may have to speak with multiple team members at the company, or provide evidence of a measurable ROI in order to make the sale.<\/p>\n<p>Now, let\u2019s look at how to solve these challenges in your B2B sales process.<br \/>\n<a name=\"How the B2B sales process has evolved\"><\/a><\/p>\n<h2>A more evolved B2B sales process<\/h2>\n<p>The process of closing a B2B sale used to be pretty straightforward, but the age of the internet changed all that.<\/p>\n<p>Now, with the opportunity to do tons of research on every possible solution, your prospects may not be as interested in speaking to a salesperson right away. Instead, they\u2019re probably comfortable doing quite a bit of research on their own.<\/p>\n<p>The B2B sales process is no longer linear either. Instead, it looks something like this:<\/p>\n<ul>\n<li>Company identifies a problem, assigns someone to solve it.<\/li>\n<li>Team member opens Google.<\/li>\n<li>Team member loses hours on the internet finding different solutions to the company\u2019s problem, asking friends and their Twitter network for suggestions and recommendations.<\/li>\n<\/ul>\n<p>And after all of that Googling, there <i>might <\/i>be space for a sales conversation with the top contenders. Which <i>might<\/i> lead to a sales conversation with a manager. Which <i>might<\/i> lead to a sale.<\/p>\n<p>Much like a buyer of, well, almost anything these days, B2B buyers are typically willing to put in a little digital legwork to be sure they\u2019re getting the best product\u2014at the best price.<\/p>\n<p>Don\u2019t be deterred, though. With the right B2B sales techniques and <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/best-sales-apps\/\" target=\"_blank\" rel=\"noopener noreferrer\">sales app<\/a>, you\u2019ll be able to meet your sales goals.<br \/>\n<a name=\"3 big-picture B2B sales techniques for small businesses\"><\/a><\/p>\n<h2>3 big-picture B2B sales techniques for small businesses<\/h2>\n<p>While there are some sales techniques and tasks that are exclusively for sales teams, when it comes to B2B sales, there are some opportunities for <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/cross-functional-collaboration\/\" target=\"_blank\" rel=\"noopener noreferrer\">cross-functional collaboration<\/a> that your entire company can take on.<\/p>\n<p>By taking a <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-centric-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer-centric<\/a> mindset in every department (no matter how large or small), you\u2019ll ultimately be able to empower your sales team with the knowledge and materials they need to do their job well, confident that the rest of the team will deliver on their promises.<\/p>\n<h3>1. Personalize your sales pitch<\/h3>\n<p>In 2019, 42% of B2B buyers said that they spoke to reps from the vendor in the first month of the sales cycle, compared to 33% in 2018.<sup>4<\/sup><\/p>\n<p>That\u2019s right\u2014not only are B2B buyers still speaking with sales reps, but they\u2019re beginning to speak to them <i>earlier<\/i> in the process, too.<\/p>\n<p>But those savvy buyers have already probably researched your product\u2014and your competitors\u2019 products, too. Which means that the generic <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/cold-calling-scripts\/\" target=\"_blank\" rel=\"noopener noreferrer\">cold calling script<\/a> of the past isn\u2019t going to work anymore.<\/p>\n<p>Instead, show the lead that you understand their company and their needs. In fact, 56% of B2B customers said that the sales team\u2019s ability to demonstrate knowledge of their company was a factor in their purchasing decisions.<sup>5<\/sup><\/p>\n<p>Here\u2019s what Clari\u2019s VP of Revenue Growth and Enablement, Kyle Coleman, a B2B sales veteran says about the pitch:<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-7238 size-full\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image1-207.png\" alt=\"What Clari\u2019s VP of Revenue Growth and Enablement, Kyle Coleman, a B2B sales veteran says about sales pitch\" width=\"550\" height=\"654\" \/><\/p>\n<p>After a sales conversation, encourage sales reps to follow up with leads and send case studies or blog posts that are directly relevant to their company, along with a note about <i>why<\/i> they\u2019re sending this content specifically. Don\u2019t just <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/touch-base-email-alternatives\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u201ctouch base\u201d<\/a>\u2014that\u2019s a waste of an interaction when you could be providing value.<\/p>\n<p>For instance, saying <i>\u201cI just wanted to follow up with a case study from another small business so you could see how they used the product, even as a team of three,\u201d <\/i>or <i>\u201cHere\u2019s that blog post I mentioned that shows how we can schedule email sends based on the best time for your customers\u201d <\/i>shows that you\u2019re not just doing a generic pitch\u2014you\u2019ve taken the time to tailor this to <i>their<\/i> company and <i>their<\/i> needs.<\/p>\n<p>More personalized pitches are also a byproduct and benefit of <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/sales-territory-plan\/\" target=\"_blank\" rel=\"noopener noreferrer\">sales territory mapping<\/a>, if your company is already doing that. If your sales rep is familiar with the prospect\u2019s local business landscape, that already gives them a leg up on your competition.<\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>Pro-tip<\/b>:<\/div>\n<p>Learn more about<a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/sales-demo-best-practices\/\" target=\"_blank\" rel=\"noopener noreferrer\"> sales demo best practices<\/a>.<\/p>\n<\/div>\n<h3>2. Use content marketing<\/h3>\n<p>The key to connecting with modern B2B buyers is content. In fact, the average B2B buyer consumes <i>13<\/i> pieces of content before deciding on a vendor.<sup>1<\/sup><\/p>\n<p>Content marketing is a way to show off the features of your product, educate leads, <i>and<\/i> showcase how you solve their problem\u2014before you even opened up your <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/cold-calling-software\/\" target=\"_blank\" rel=\"noopener noreferrer\">cold calling software<\/a>, and before they\u2019re even interested in speaking to a sales rep.<\/p>\n<p>The great thing about doing content marketing is that it continues to provide these benefits long after it\u2019s first created. (It might need to be updated from time to time, but generally, the benefits are ongoing.)<\/p>\n<p>And marketing content shouldn\u2019t be used by just marketing teams either. In B2B sales, where you have typically longer sales cycles and more stakeholders involved, it\u2019s usually helpful to be able to provide engaging, educational content for your prospects as they\u2019re narrowing down the list of options. Just because you can\u2019t close the deal now doesn\u2019t mean that you\u2019ve got nothing else to offer\u2014truly good content is effective when it\u2019s wielded by both marketing and sales teams.<\/p>\n<p>The important factor when it comes to content marketing is showing your prospect that you understand them. According to DemandGen, 97% of B2B buyers said that it was important to them that vendor websites have relevant content that spoke <i>directly<\/i> to their company.<sup>2<\/sup><\/p>\n<p>But how do you speak directly to a company you may have never had a conversation with?<\/p>\n<p>Use your knowledge about your <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/user-persona\/\" target=\"_blank\" rel=\"noopener noreferrer\">user personas<\/a>, as well as your past conversations with customers, to inform your content marketing calendar. Think in terms of meeting your prospects where they are, instead of just talking up your product.<\/p>\n<p>As CEO of RefineLabs Chris Walker says, \u201cMarketing teams are now teachers, not advertisers. And it starts with teaching buyers about what <i>they<\/i> care about, not force-feeding them all the stuff about your product <i>you wish they cared about<\/i>.\u201d<sup>3<\/sup><\/p>\n<p>Consider frequently asked questions, common sales objections, and the kinds of companies that have purchased from you in the past. These are the materials that should be turned into <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/email-marketing-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing emails<\/a>, <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/writing-a-case-study\/\" target=\"_blank\" rel=\"noopener noreferrer\">case studies<\/a>, blog posts, and social media content that\u2019ll speak to your potential customers.<\/p>\n<h3>3. Align marketing and sales<\/h3>\n<p>The best way to create and leverage the kind of content that actually results in B2B sales? Foster a healthy line of communication between your sales and marketing departments.<\/p>\n<p>We no longer live in a world where you can afford to have sales and marketing siloed\u2014it\u2019s absolutely crucial to align these two departments under a shared vision.<\/p>\n<p>Connecting sales and marketing will make sure that the hottest leads get to the right sales reps, the content that is created is useful, and that both teams contribute to goals that drive the company.<\/p>\n<p>If Marketing is just focused on bringing in \u201cleads,\u201d even if they\u2019re not ready to buy, that makes things a lot harder on Sales. Not exactly what you want to see in a well-oiled, collaborative business.<\/p>\n<p>Try combining your sales goals for the quarter and making them the mission of both sales and marketing\u2014together. And when they hit them? A celebration for both teams, together.<\/p>\n<p>By creating a shared goal for both sides, you\u2019ll empower them to come together to create the most effective B2B sales funnel. Even when working with an external <a href=\"https:\/\/www.growthmarketingpro.com\/saas-marketing-agency-gmp\/\">SaaS marketing agency<\/a>, maintaining this alignment ensures all messaging remains consistent throughout the buyer&#8217;s journey.<\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>Pro-tip: <\/b><\/div>\n<p>Alignment between Sales and Marketing also means that content creation is a shared task. Both teams should brainstorm content, since sales reps will have insights and ideas to contribute to the marketing department, and vice versa.<\/p>\n<\/div>\n<p><a name=\"B2B sales examples from real companies\"><\/a><\/p>\n<h2>3 B2B sales examples from real companies<\/h2>\n<p>Enough theory\u2014it\u2019s time to dig into some examples from real companies to show how B2B sales can be simplified with the right techniques.<\/p>\n<h3>1. Be available where your prospects need to connect with you<\/h3>\n<p>We mentioned that prospects are becoming more interested in speaking to sales representatives early on in the sales process\u2014but who says that conversation has to be a phone call?<\/p>\n<p><a href=\"https:\/\/www.ringcentral.com\/whyringcentral\/casestudies\/theralent.html\" target=\"_blank\" rel=\"noopener noreferrer\">Theralent,<\/a> an executive search company based in Ohio, runs efficiently thanks to a small team dedicated to communicating with clients and candidates alike\u2014and not just on phone calls.<\/p>\n<p>Because they use the same phone numbers for calling and texting with candidates, they\u2019re able to communicate efficiently, whether they\u2019re scheduling an interview, asking a quick question, or sending a reminder.<\/p>\n<p>Plus, as a team of three, using texting to stay on top of communication not only helps them work more efficiently, it also gives candidates the impression that recruiters are truly dedicated to them and always available to help.<\/p>\n<p>While recruiting isn\u2019t exactly like other kinds of B2B sales, there\u2019s still a valuable lesson here in diversifying communication with leads.<\/p>\n<p>By mixing it up and speaking with them on the phone, via text, and even over messaging, you can keep in touch in the ways best suited to their needs\u2014without worrying about annoying them with constant calls.<\/p>\n<h4>How to do it:<\/h4>\n<p>Use a <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/sales-software\/\" target=\"_blank\" rel=\"noopener noreferrer\">sales software<\/a> or communication platform that lets your sales reps keep track of the various touchpoints that a prospect has had with your business on different <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/communication-channels\/\" target=\"_blank\" rel=\"noopener noreferrer\">communication channels<\/a>. That way, anyone on your sales team can follow up with context on the last time the prospect talked to someone from your company, building on what was discussed to keep the sale moving forward. For example, here\u2019s how <a href=\"https:\/\/www.ringcentral.com\/outbound-contact-center.html\">RingCentral\u2019s outbound contact center\u00a0 platform<\/a> works for sales teams:.<\/p>\n<h3>2. Let prospects tell you what they want<\/h3>\n<p>When it comes to sales, listening is a crucial (and oft-overlooked) skill. Yet, as a customer-facing team, the sales team has the opportunity to always be listening for prospects telling them what they want.<\/p>\n<p>Whether or not the prospects eventually convert, these early sales conversations can be crucial for defining your target customer and even the potential product roadmap for your company.<\/p>\n<p><a href=\"https:\/\/www.ringcentral.com\/whyringcentral\/casestudies\/product-plan.html\" target=\"_blank\" rel=\"noopener noreferrer\">ProductPlan,<\/a> a product roadmap software, took exactly that approach when the founders used informational interviews to test and validate the product idea that ultimately led to the company\u2019s existence.<\/p>\n<p>While you probably aren\u2019t using interviews to validate a whole new company, you can use sales conversations with leads to learn more about what the market is looking for.<\/p>\n<p>Have your sales team ask open-ended questions (bonus: it will give them a natural conversation topic so leads don\u2019t feel like they\u2019re always pushing the sale) to learn about customer problems and needs.<\/p>\n<p>If your product can help, they\u2019ll be in a great position to show potential customers exactly why your product is the right solution.<\/p>\n<p>Even if there isn\u2019t a direct way to serve those needs, they\u2019ll be able to send feedback to the product team, educating your whole company on the needs of your ideal customer.<\/p>\n<p>It\u2019s especially important to encourage internal communications so that, as your company grows, it remains seamless for marketing and sales staff to communicate with developers or the product team.<\/p>\n<h3>3. Create content tailored to prospects<\/h3>\n<p>Those conversations with leads aren\u2019t just useful for product development, though\u2014they\u2019re the perfect material to create content that keeps serving leads and customers.<\/p>\n<p>Buffer, a social media scheduling tool, is a great example of a B2B business using content marketing to proactively answer customers\u2019 questions, serve their needs\u2014and, ultimately, get sales.<\/p>\n<p>And something must be working, since they now have over 73,000 customers.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-7239 size-large\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image4-139-1024x670.png\" alt=\"Buffer is a great example of a B2B business using content marketing to proactively answer customers\u2019 questions, serve their needs, and get sales. \" width=\"840\" height=\"550\" \/><\/p>\n<p>Taking a look at the Buffer Blog, you can practically hear the questions that prospects and customers ask their sales and marketing staff.<sup>6<\/sup> For instance, \u201cHow do you create a custom audience for a social media ad?\u201d<\/p>\n<p>To make sure your content team has the resources they need to create content that not only drives traffic but also results in sales, create an open line of communication between different departments of the company.<\/p>\n<p>For instance, you might have a \u201cBlog Post Ideas\u201d or \u201cCustomer Questions\u201d group in your team messaging app to allow sales, support, and even product team members to share ideas, questions, and content requests with your marketing team. Here\u2019s how we do it using the <a href=\"https:\/\/www.ringcentral.com\/rcapp.html\" target=\"_blank\" rel=\"noopener noreferrer\">RingCentral desktop app<\/a> (the perk is that we can make phone and <a href=\"https:\/\/www.ringcentral.com\/video-call.html\">video calls<\/a> from here too):<\/p>\n<p><a href=\"https:\/\/www.ringcentral.com\/rcapp.html\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter wp-image-7240 size-medium\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image3-152.png\" alt=\"RingCentral team messaging app allows sales, support, or product team members to share ideas, questions, and content requests with the marketing team.\" width=\"681\" height=\"400\" \/><\/a><\/p>\n<p>In exchange, marketing can share completed content pieces that other teams can then easily share with prospects. That\u2019s a win-win.<\/p>\n<h2>Ready to master B2B sales?<\/h2>\n<p>While B2B sales definitely presents certain challenges, like a longer sales cycle and more legwork to persuade multiple decision makers, a savvy sales team equipped with the right strategies can still find success and hit their goals.<\/p>\n<p>By integrating content marketing into the B2B sales process, sales reps can hit their goals\u2014and your prospects can have their problems solved more quickly.<\/p>\n<p>B2B sales don\u2019t need to be scary\u2014with the right strategy and buy-in across the company, there are endless opportunities to provide a great sales experience that converts.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<div style=\"font-size: 14px;\">\n<p><sup>1<\/sup> marketingland.com\/b2b-buyers-consume-an-average-of-13-content-pieces-before-deciding-on-a-vendor-276116<\/p>\n<p><sup>2, 4, 5<\/sup> demandgenreport.com\/resources\/research\/the-2019-b2b-buyers-survey-report<\/p>\n<p><sup>3<\/sup> linkedin.com\/posts\/chris-walker-41597028_marketing-b2b-demandgeneration-activity-6670696587435536384-Hr5P<\/p>\n<p><sup>6<\/sup> buffer.com\/resources\/<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Selling business to business (B2B) is a very different animal compared to selling to consumers. Business customers are savvy, often need to get buy-in from multiple stakeholders, and require solid proof of ROI before they convert. But B2B sales also present a huge opportunity for salespeople\u2014winning a business sale usually results in a higher dollar &#8230;<\/p>\n","protected":false},"author":29,"featured_media":44822,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17901,43336],"tags":[380],"class_list":["post-42572","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-leadership","category-sales","tag-sales"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>B2B sales: the cross-functional steps most companies forget | RingCentral<\/title>\n<meta name=\"description\" content=\"Learn about B2B sales, how it\u2019s evolved, useful techniques for selling to businesses\u2014and how content marketing plays into it.\" \/>\n<meta name=\"robots\" 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