January 15, 2021

Sales Strategy

Customer-Centric Sales: How to Win B2B Deals by Selling an Experience

In today's B2B landscape, customer-centric sales are crucial, as buyers prioritize the complete experience accompanying their purchase over just the product itself. Suppliers must focus on providing a comprehensive and satisfying journey from start to finish.

Sales, B2B, Experience, AI Guided Selling, Product, Business, Software, Strategy

Adopting customer-centric sales strategies in the competitive B2B landscape is crucial for businesses to thrive. The B2B digital marketplace is complex and offers a wide selection of innovative products and services for all sorts of business needs, especially within the B2B software industry. An industry where product and service complexities can leave sales cycles rather lengthy. Therefore combining optimized customer-facing digital assets and the human touch are indispensable elements of a successful sales process. This article will explore how the sales team can excel in customer-centric sales by providing an outstanding buyer experience from start to finish.

Elevate your B2B deals by delivering personalized experiences through tailored messaging. Discover the power of ChatGPT for Sales today!


The global pandemic and recent digital innovations have prompted shifts in strategy, leading buyers and suppliers to appreciate the importance of a streamlined sales approach. Emphasizing customer-centric sales from start to finish has become crucial for success. On a larger scale, customers have shifted their focus from the sole value of the products they purchase to the buyer experience as a whole. In essence, buyers place greater value on purchasing a product from a company that prioritizes customer-centric sales. This added value stems from the enhanced experience provided by such companies.

Just as top B2C tech companies offer a vast range of personalized recommendations and user support options, B2B firms are also broadening their service offerings. These companies aim to provide clients with a tailored experience throughout the buying process. By adapting to client needs at each stage, B2B businesses can enhance customer satisfaction and loyalty.

In this article on Customer-Centric Sales, we'll demonstrate how your sales team can win more deals by selling an experience instead of a product. Additionally, we'll examine how current B2B trends change customer interactions with brands and impact traditional sales processes. Throughout, we'll answer key questions such as: Which factors contribute to a positive customer experience? How can companies of all sizes benefit from integrating pivotal changes into their sales approach? How do you identify areas with room for improvement? Dive in to learn all this and more.

How to Achieve Customer-Centric Sales: Selling an Experience, Not Just a Product

Customer-Centric Sales: Solution providers no longer sell one or two primary products or services
Solution providers no longer sell one or two primary products or services.

In a world where Customer-Centric Sales are vital, your product is no longer the sole focus of the relationship with your client. Buyers now value the experience accompanying their purchase or the “full package” suppliers provide their customers from start to finish. For B2B SaaS buyers, customer-centric sales strategies are essential for delivering a complete and consistent customer experience. This experience spans multiple channels, from the point of first contact to deployment.

Nowadays, B2B companies are utilizing more resources to conduct detailed research before reaching out to sales reps. According to a Demand Gen report, the mix of resources buyers now use to consider vendor products and solutions is increasing. This includes peers and colleagues, prior experience with the vendor, industry experts, analysts, and influencers, as well as review websites. This shows that prospects come readily equipped with their own notions of the customer experience they can expect.

However, every buyer has unique wants and needs. The way companies interact and engage clients during crucial stages of the sales process is critical. These interactions can significantly influence the outcome of the deal.

Customer-Centric Sales: Embracing Digital Multichannel Sales Strategies

Work-from-home has become the new norm and is likely here to stay. According to a recent McKinsey survey, B2B companies see digital transactions as two to three times more important looking ahead. Yet, digital paths are often left underutilized by B2B companies.

For B2B buyers, large-scale purchasing decisions involving complex products and services with lengthy buying processes are often commonplace. A reputable sales team is the go-to means of first contact for many B2B buyers and sellers alike. However, with the rise of customer-centric sales, companies rely on ever more resources to research how supplier solutions can create value. Sellers must ensure that forward-facing digital assets provide an effective means of first contact. Current trends now see the growing importance of both a strong sales team and digital investments as a part of an effective multichannel sales strategy.

Customer-Centric multichannel Sales
Multichannel Sales available for customers

B2B companies must adopt customer-centric sales with accessible information, up-to-date content, and clear messaging in their online customer experience. This is in order to ensure deeper client engagement. For B2B marketing teams, this raises the bar for invaluable facets of the prospect’s point of first contact experience. For sales, this requires alignment with the marketing team and acute attention to all marketing measures in place. In a post-COVID world, success hinges on companies offering a comprehensive customer experience. This must include robust digital solutions catering to diverse buyer needs.

Personalized Customer Relationships are Key

The first step towards selling an experience is to adopt a customer-centric approach to your sales process. How does this method help sell an experience vs. a particular product? Simply put, instead of selling a particular product, your team should be devoted to providing your client with a viable solution. A solution based on your customer’s specific wants and needs. For instance, a B2B SaaS company might collaborate with a client to personalize a bundle of core services. They could include additional offerings tailored to the client's industry or a specific field.

In order to achieve customer-centric sales, your sales team must establish close relationships with customers, understanding their perspectives thoroughly. Sales reps should lead with curiosity and empathy in all interactions to fully comprehend customer challenges. Solution providers need to ensure close collaboration among teams within their organization, fostering a clear understanding of customer needs through a seamless flow of information.

why build better customer relationships

Sales team members must thoroughly understand who the client is, what their business is about, and what their pain points are. How do you know when your team is on the right track? Responsive and devoted reps with a vested interest in the customer’s success will begin to take on the role of a trusted advisor and less that of a salesperson.

This type of sales approach helps companies foster sustainable long-term relationships with their clients. It also helps sales reps prioritize the experience they offer rather than the quotas they have to reach.

Craft a Sales Team of Trusted Advisors

Create a sales team of knowledgeable, motivated individuals to ensure the best customer experience for B2B clients. Transform them into industry experts to maximize their effectiveness. According to the Demand Gen B2B survey cited earlier in the text, companies no longer remain anonymous in the early stages of the research process. This signals that sales reps are playing an even greater role earlier on in the sales cycle. Sales teams should stay prepared and informed throughout the buyer's journey. This will help them capitalize on every opportunity when a lead reaches out.

An invested sales team will identify customer pain points in all their diversity and variation. Sellers should focus on solution-based guidance rather than feature-driven pitches. This approach leads customers to the best product experience for their needs. Sales consultants must prioritize sustainable solutions that value long-term cooperation. Both buyers and sellers benefit from this approach over short-term gains. This strategy fosters lasting business relationships. Thus, making an effort counts in the long run.

Boost your B2B deals with customized experiences and tailored messaging. Unleash the potential of ChatGPT for Sales and elevate your sales messaging success!

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