Modern changes in consumer behavior are dramatically transforming traditional B2B sales models. Due to digitalization and the abundance of data, nowadays, customers perceive information quickly and make decisions instantly. This, in turn, creates new challenges for the sales team.
Today, Andrii Glushchenko, Sales Manager at Sereda.ai, will talk about current trends in B2B sales and explain why companies’ success depends on the continuous development of the team and timely adaptation to new market conditions.
Modern B2B vs. Sales Manger
The B2B market is constantly evolving—approaches, customer expectations, and the sales process itself are always shifting. With new technologies, changing buyer behaviors, and increasing competition, businesses must adapt to stay ahead. But how? Andrii breaks down the key trends shaping modern B2B sales.
Buyers have become more independent
As we stated before, access to a large amount of information and the development of technology have changed the decision-making process. In modern sales, it’s a common practice to give a trial period during which potential clients test the product themselves. At this stage, providing top-notch support is essential. High-quality assistance during a user’s first interactions with the product plays a crucial role in converting them into paying customers.
Digitalization of sales
Digitalization is changing the way sales departments work:
- CRM Reporting
Each salesperson works closely with CRM system, recording all stages of customer interaction: calls, meetings, requests, objections, and the final closing of the transaction. CRM allows for analyzing team performance, forecasting sales, and responding to possible risks in time.
- AI Analysis
Modern AI tools can automatically analyze conversations between managers and customers. They ensure that all key aspects of the scenario are covered, analyze the emotional tone of negotiations, identify potential issues, and provide recommendations for improving communication. This helps enhance conversation quality and refine your sales strategy in real-time.
- Online meetings
Most product presentations now take place via Google Meet or Zoom. This makes it easy to demonstrate the functionality and the benefits of the product, share the screen with the client, and use interactive materials (videos, case studies, demos). The remote format makes the sales process more flexible and scalable.
Difficulty in making a decision
Often in the sales process, there is a problem of unnecessary links between the seller and the person who actually makes the purchase decision. Managers may deliver a perfect product presentation, but if they’re speaking with an assistant or subordinate rather than the decision-maker, their efforts might not lead to a deal.
As a result, even if the sales manager has made a good presentation and convinced the potential client, the client must then “sell” the product to their management. However, the subordinate is not a professional salesperson, and when it comes to the final decision, they often get a refusal – not because the product is bad, but because they couldn’t communicate its benefits effectively to higher management.
From Good to Great: Skills That Define Top Salespeople
High-quality B2B sales are about building long-term relationships, creating trust, and offering solutions that are actually needed. In this section of our article, Andrii breaks down the essential knowledge and key skills every sales manager needs to master:
- “A salesperson must build a trustworthy relationship with a client”
Sales are all about the trust. People are drawn to people, so customers buy from those they know, like, and trust. If a sales manager is perceived only as a salesperson and not as an adviser, the chances of a successful deal are reduced.
So, it’s important to adapt the style of your communication to the client: some people value formality, while others prefer a relaxed dialog. The main thing here is to not just be a seller, but a person who helps solve a problem.
- “Empathy is the key to success”
Customers can easily tell the difference between a bland sales pitch and genuine help. In sales, empathy is the ability to understand the customer’s needs and put yourself in their shoes. True empathy stems from a sincere desire to help. After all, when clients sense that you genuinely care about their success, they’re far more likely to choose you.
- “Sales should be sustainable”
By focusing on the long-term needs of the client rather than on quick profits, you can get much more. In the context of B2B sales, sustainability is all about solving the client’s problems and not just making a profit.
Of course, B2B is about money, and the business should be profitable. But when the focus shifts to creating value for the client, the financial result comes naturally. It may seem like a paradox, but this approach ensures sustainable growth.
7 Methods of Training New Sales Managers
Based on Andrii’s experience, these are the key tools for training new specialists:
Product research
A top priority for any sales manager is to deeply understand the product they’re selling. In sales, expertise isn’t optional—it’s essential. Skimming through this stage is a mistake; if anything, dedicating extra time to learning pays off.
Product research goes beyond theory—it’s about firsthand experience. You need to work with the product, explore its features, and personally assess what works well and what doesn’t.
Creating scripts
Most companies provide pre-written sales scripts for new managers to learn and follow. While these scripts are useful, a more effective approach is to try crafting your own.
By writing your scripts first, you gain a deeper understanding of the sales process and can then refine them using the company’s existing materials. This allows you to blend both approaches, creating a personalized version that aligns with your style while incorporating proven strategies.
Writing out and handling objections
A great technique is to challenge yourself with objections. Try identifying potential concerns you might have about the product. If you can spot an objection yourself, there’s a 100% chance that, sooner or later, a real client will bring it up.
That’s why improvisation isn’t the best strategy—preparing in advance for different scenarios is key to handling objections effectively.
Analyzing and reviewing cases from experienced managers
Before starting with role-playing exercises, it’s essential to listen to dozens of sales calls and watch multiple demo meetings. This provides valuable insights into effective communication strategies, best practices, and common pitfalls to avoid.
Role-playing games
Role-playing is an interactive training tool where a mentor takes on the role of a client, allowing sales managers to practice real-life conversations. The process starts with a cooperative customer and gradually becomes more challenging. By the final stage, the mentor plays a highly skeptical or difficult client, replicating the toughest sales scenarios.
This hands-on approach helps managers sharpen their skills, navigate different objections, and build confidence – ensuring they’re ready for any negotiation that comes their way.
Real conversations and meetings
At the initial stages, it is important not just to conduct negotiations, but to analyze them carefully. A new manager needs to understand both their mistakes and strengths. This approach allows you to improve the quality of communication and increase the efficiency of B2B sales with each new meeting.
Sharing experience
During daily sales meetings, team members should regularly discuss their results, case studies, and challenges. These discussions expand negotiation strategies, spark new ideas, and help anticipate future scenarios. It’s more than just sharing experiences—it’s a powerful tool for skill development and adapting to different types of clients.
Team Development with Sereda.ai
Sereda.ai goes beyond traditional approaches to training and HR management by using AI to develop competencies, analyze performance, and improve collaboration. Our platform is an all-in-one solution for companies looking to enhance learning processes, increase productivity, and create a comfortable work environment:
- Centralized knowledge base: Combine all regulations, instructions, and policies in one hub. This product is ideal for creating internal sales training courses, and the built-in AI assistant quickly finds the right information on demand, simplifying access to important data.
- Surveys and feedback: Automate the collection of feedback, analyze team sentiment, and track the dynamics of corporate culture for more effective HR management.
- Performance assessment: In-depth analysis of employee competencies based on feedback from colleagues, managers, and subordinates helps create personalized development plans.
- Learning system: Simplify onboarding, adaptation, and training of your team with an AI-optimized platform that automates skill development and increases productivity.
Conclusion
B2B sales are constantly changing, demanding flexibility, a strategic approach, and the adoption of modern technologies. Success hinges on building long-term relationships, understanding customer needs, and continuously developing your team.
Sereda.ai helps businesses adapt by automating employee development. In a fast-moving market, the ability to learn and implement new solutions is the key to sustainable growth.
Ready to take your team’s performance to the next level? Book a demo with Sereda.ai and discover how automated learning can boost your business efficiency.