The Best B2B Sales Techniques Require Team Participation

BY Tim Londergan
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It’s said that it takes a village to raise a child. Similarly, it takes a cohesive team effort to efficiently move product and service for a B2B sales organization. By integrating PR and marketing activities into B2B sales techniques you can reach a wider audience and enhance your credibility.

The Best B2B Sales Techniques Include Leveraging Other Departments

  • Do you know the content of your PR department’s latest press release?
  • Are you up to date on your company’s current marketing initiative?
  • What media messages are presently circulating about your products or services?

If “I don’t know” is your answer, then you’re doing sales all wrong!

Also, consider yourself fortunate if your company has a method in place to seamlessly communicate these valuable insights. If not, you must seek out these messages to bring yourself up to speed. Rightfully, PR and marketing actions are an extension of your efforts and will help you reach a wider audience.

PR Can Effectively Influence B2B Sales

Kelly Fletcher penned an article for Entrepreneur​.com that touted five ways PR can influence B2B sales. She positioned public relations as a cost-​friendly and highly effective B2B sales technique for generating inbound leads and boosting revenue. Here are just three of her thoughts:

  • Trust in the trade press – While trust in media is waning, trade publications and business journals remain a reputable platform for reaching business decision-​makers. A strategically placed favorable article can reflect authority and trust in you and your company.
  • PR is valued for its content – Advertising is purchased, while PR is “earned” due to the value of its content. Buyers are more likely to consider endorsements from third-​party sources such as validation by trade publications.
  • PR is greater than the sum of its parts – Over time, the cumulative effect of compelling content wins out. When your company earns media coverage be sure to share it on social media channels. This is especially important for thought leadership pieces that can be expanded and turned into white papers.

Leveraging Public Relations to Increase B2B Sales

Bonnie Moss, author for FastCompany​.com relates how critical a company’s PR efforts are in shaping buyer awareness. Quoting a 2024 TrustRadius Survey, Moss found that mindshare and credibility are critical for earning serious consideration and winning sales. Specifically, 86% of B2B buyers “reported selecting products they’d heard of before starting their research.”

In the end, the survey found, buyers go with their first choice 71% of the time. Therefore, PR’s goal of creating brand awareness and instilling a positive image has endured. With substantial B2B sales techniques and PR driving awareness, you have a better opportunity to get on your prospects’ shortlist.

The TrustRadius survey shows the importance of an emotional and logical buyer connection in the sales process. What’s more, brand reputation carries weight among larger buying groups of four or five people. Similarly, sales cycles of six months or more were positively swayed by favorable brand awareness.

These B2B Sales Techniques will Extend the Mileage of PR Efforts

Digital marketing firm, Ideagrove​.com, offers a number of strategies to help you ride the coattails of effective PR. The article defines public relations with core objectives specific to B2B efforts. Tips you can use today may include:

  • Follow-​up targeted messages with personalized communication – Cull your prospect list for those likely to have seen the trade article. Include a link to the article and be available to take questions or offer insight specific to your prospect's goals.
  • Highlight industry awards in your LinkedIn posts — These third-​party endorsements build trust and validate your company's expertise and your authority as a representative.
  • Share customer success stories – You have first-​hand knowledge of how your products perform. Share the experience wherever and whenever you have the opportunity. Relevant success stories can become your most compelling B2B sales technique.

Photo by Chu Chup Hinh on Pexels​.com.


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