introduction on B2B sales & strategic sales approach

target customer b2b

other businesses or organizations

target customer b2c

Individual consumers or households

purchase decision process b2b

complex, multi-step. Several stakeholders.

purchase decision process b2c

simple and fast. Individual buyer decides

sales cycle length b2b

longer (from weeks to months or even years)

sales cycle length b2c

often short (decided in minutes, hours, or days)

sales approach b2b

consultative selling

consultative selling

solving the customer’s specific business challenge and creating value

sales approach b2c

transactional selling

transactional selling

focus on emotional appeal, convenience, and quick conversion

relationship type b2b

partnership-oriented. LT relationships. Trust

relationship type b2c

Transactional and brand loyalty-based. Relationships matter, but less personal.

deal size b2b

often large, with high revenue per sale (but

depends on the product category)

deal size b2c

typically small, with lower revenue per sale but

depends on the product category.

role of pricing b2b

negotiable pricing, often customized and based on total value or long-term contracts

role of pricing b2c

Fixed pricing, discounts/promo used to drive demand, and not individualised

marketing focus b2b

Relationship building. Thought leadership. Customized.

marketing focus b2c

Mass marketing, brand awareness, emotional connection, lifestyle fit

decision driver b2b

Logic, data, ROI, efficiency, and risk mitigation.

decision driver b2c

Emotions, desires, brand image, and personal benefits.

sales channels b2b

Direct sales teams, account managers, trade shows, digital B2B platforms

sales channels b2c

Retail stores, e-commerce platforms, social media

post-sales focus b2b

ongoing support, service and account management

post-sales focus b2c

limited support, only product service or return plicies

sales representative focus

New client acquisition

sales representative typical activities

Prospecting, cold calling, demos

inside sales focus

Remotely facilitating selling

inside sales typical activities

Phone/email prospection, CRM management

field sales focus

On-site selling

field sales typical activities

Client visits, relationship building

sales engineer focus

Technical sales

sales engineer typical activities

Product demos, technical support

business development manager focus

Market expansion

business developement manager typical activities

Identifying new markets, partnerships

customer succes manager focus

Post-sale value

customer succes manager typical activities

Onboarding, retention, upselling

channel manager focus

parnter sales

channel manager typical activities

mangaing resellers, distributors

account manager relationship type

Regular customer relationships

account manager goal

Ensure satisfaction, handle orders, resolve issues. Retain.

account manager scope

Broad portfolio of clients, often transactional.

account manager typical sectors

Retail, distribution, B2B services.

key account manager relationship type

Managing high-value or strategically important clients.

key account manager goal

Grow revenue, deepen relationships, tailor solutions.

key account manager scope

Fewer accounts, more personalized service.

key account manager criteria to qualify

High revenue potential, Long-term relationship, Complex needs

key account manager typical sectors

Manufacturing, IT, pharma, logistics.

strategic account manager relationship type

Managing clients that are critical to the company’s future.

strategic account manager goal

Co-create value, align strategies, innovate together.

strategic account manager scope

Very few accounts, often global or multi-national.

strategic account manager criteria to qualify

Strategic alignment, Joint innovation potential, Long-term partnership

strategic account manager typical sectors

Aerospace, energy, enterprise tech, consultancy

general sales process

prospecting, making contact and qualifying, uncover customer needs, making product/service presentation, uncovering and handling objections, closing, following up

transactional selling primary focus

Price, speed, efficiency

transactional selling relationship depth

Low – vendor relationship

transactional selling sales cycle length

Short

transactional selling customization level

None / standardized products

transactional selling decision drivers

Price, availability

transactional selling examples

Office supplies, raw materials

consultative selling primary focus

Understanding client needs

transactional selling relationship depth

High – trusted advisor

transactional selling sales cycle length

Medium

transactional selling customization level

Tailored recommendations

transactional selling decision drivers

Expertise, ROI, trust

transactional selling examples

Industrial equipment, B2B SaaS

solution selling primary focus

Solving complex business problems

solution selling relationship depth

Very high – strategic partner

solution selling sales cycle length

Long and complex

solution selling customization level

Fully customized, integrated solution

solution selling decision drivers

Strategic business impact, ROI

solution selling examples

ERP systems, global logistics

transactional selling goal

Close the sale quickly by emphasizing price, availability, and speed.

transactional selling customer relationship

Limited, often one-off or infrequent. The interaction is primarily about price and delivery terms

transactional selling buyer role

The buyer knows exactly what they need (e.g., replenishing stock or buying standardized products). Decision is often procurement-driven

transactional selling seller role

Provide competitive pricing, smooth ordering process, and reliable delivery

transactional selling key skills

Negotiation on price and terms, fast response, operational excellence

consultative selling goal

Understand the client’s business challenges and co-create a solution that delivers value beyond just the product

consultative selling customer relationship

LT, trust-based relationships. Seller as a strategic partner

consultative selling buyer role

He knows the general problem but seeks expertise to define the right solution

consultative selling seller role

Act as a consultant

consultative selling key skills

Active listening, business acumen, stakeholder management

solution selling goal

solution selling customer relationship

Deep, strategic partnership. Often involves executive-level engagement and cross-department collaboration

solution selling buyer role

The buyer relies on the seller to design and implement a customized solution that affects multiple areas of their organization

solution selling seller role

Act as a strategic problem-solver who mobilizes internal teams and resources to deliver measurable business impact

solution selling key skills

strategic thinking, ROI storytelling, cross-functional leadership, complex nego