2B or Not to Be a B2B Expert

Introduction

• Purpose of the Book and Target Audience
• Why Sales Is the Core of Any Business
• The Specifics and Opportunities of B2B Sales

Chapter 1

Understanding Value: What Are You Really Selling?

• 1.1 Why Customer Value Is the Foundation of Everything
• 1.2 Defining Value from the Customer’s Perspective
• 1.3 Value Is More Than Features and Benefits
• 1.4 Practical Steps to Define Value
• 1.5 Exercises

Chapter 2

The Customer’s Buying Journey

• 2.1 What Does the Customer’s Buying Journey Mean?
• 2.2 The Stages of the Buying Process
• 2.3 What Information Is Needed at Different Stages of the Buying Journey?
• 2.4 Tools and Processes for Supporting the Customer
• 2.5 Practical Exercises for Identifying the Buying Journey

Chapter 3

Meeting Customers in the Right Channels

• 3.1 Where Are Your Customers?
• 3.2 The Role of Social Media and Digital Channels
• 3.3 Traditional Sales Channels: Trade Shows, Events, and Networking
• 3.4 Technology as an Aid: CRM, Marketing Automation, and Sales Bots
• 3.5 Tools for Optimizing Channels and Enhancing Customer Interactions
• 3.6 Exercises

Chapter 4

Lead Nurturing: Supporting the Customer Through the Buying Process

• 4.1 What Is a Lead, and Why Is It Important?
• 4.2 Why Is Nurturing Critical in Supporting the Buying Process?
• 4.3 The Stages of Lead Nurturing (Aligned with the Buying Process)
• 4.4 The Importance of Marketing Automation in Lead Nurturing
• 4.5 Concrete Examples of Successful Nurturing Processes
• 4.6 Tools to Enhance Lead Generation and Nurturing
• 4.7 Exercises

Chapter 5

Helping Customers Move Forward: The Power of Content and Interactions in the Buying Process

• 5.1 The Role of Content in Customer Progression
• 5.2 Building a Content Strategy to Support the Buying Process
• 5.3 Building and Utilizing a Content Library
• 5.4 Tips for Improving Content Marketing
• 5.5 Exercises

Chapter 6

Strategy at the Core of Sales

• 6.1 What Makes a Strategy Effective?
• 6.2 Revenue Generation Framework™: A Tool for Developing Strategy
• 6.3 Setting and Tracking Goals
• 6.4 Implementing and Continuously Improving the Strategy
• 6.5 Exercises

Chapter 7

Sales Leadership and Teamwork

• 7.1 The Role of a Sales Leader in B2B Sales
• 7.2 Motivating the Team and Achieving Shared Goals
• 7.3 Metrics and Monitoring for Sales Growth
• 7.4 Collaboration Between Sales, Marketing, and Customer Service
• 7.5 Tools and Tips for Leading a Sales Team
• 7.6 Exercises

Chapter 8

Building a Sales Process: How to Clarify and Simplify Strategy at a Practical Level

• 8.1 The Sales Process: Backbone of Successful Sales
• 8.2 Why Clarifying the Sales Process Is Important
• 8.3 Stages of the Sales Process
• 8.4 Simplifying the Sales Process
• 8.5 Example of a Simplified Sales Process
• 8.6 Exercises

Chapter 9

Striving for Sustainable Success

• 9.1 Continuous Improvement in Sales
• 9.2 Innovation and Adaptation in a Changing Business Environment
• 9.3 Long-Term Customer Relationships and Building Loyalty
• 9.4 Future Trends in B2B Sales
• 9.5 Inspiration and Tips for Personal Development

Summary: Tools and Lessons for Successful B2B Sales

• A Call to Action: Build Your Success Story!