What Is B2B Sales? Examples And Techniques To Help You Sell To Businesses

If you’re trying to get a solid grip on B2B sales—what it is, how it works, and how to actually succeed at it—you’re in the right place.

In this blog, we’ll break down the definition of B2B sales, walk through the sales process, and share real-world techniques to help you sell confidently to other businesses. Let’s dive in.

👉 Quick Tip: Want to know which businesses are browsing your site? Leadfeeder shows you who visited your website and what pages caught their interest. Try it free!

🚀 What Does B2B Sales Mean?

B2B sales (short for business-to-business sales) is when one company sells products or services directly to another company. These transactions are typically larger, more complex, and involve multiple decision-makers.

Instead of impulse buys, B2B deals are strategic investments. And because of that, the sales process often takes longer and demands a more thoughtful approach.

🎯 B2B Sales vs. B2C Sales: What's the Real Difference?

At a high level, B2C sales (business-to-consumer) focus on selling directly to individual customers—think of a person buying groceries or clothes online.

B2B sales, on the other hand, are about building professional relationships and solving business problems. You're not just selling a product; you’re offering value, ROI, and solutions.

Examples of B2C sales:

• A person buying a car from a dealership.

• A customer shopping on an e-commerce fashion site.

• Grocery shopping at a supermarket.

Key differences in B2B sales:

• Larger deal sizes

• Longer sales cycles

• Multiple stakeholders involved

• Highly informed buyers

💡 Why Are B2B Sales More Complex?

Here’s a quick breakdown:

1. High Transaction Value

B2B deals often run into thousands (or even millions) of dollars. You're not just selling an item—you’re offering a business investment.

2. Longer Sales Cycles

Unlike B2C buyers who may purchase on a whim, B2B buyers are looking for data, ROI, and long-term solutions. That’s why B2B sales teams use CRM tools to track every touchpoint.

3. Multiple Decision-Makers

Approval is rarely one person’s call. You’ll likely have to win over an entire team.

4. Smart, Informed Buyers

Today’s B2B buyers research before they even speak with sales. This is why content marketing (think case studies and white papers) matters more than cold calls.

📌 B2B Sales Examples You’ll Actually Recognize

There are 3 main types of B2B sales, each with different goals and buyer behaviors:

1. Supply Sales

You sell consumables or essential goods. Think printer ink, office uniforms, or tools.
Example: A manager ordering 100 pens from Lyreco for the team.

2. Wholesale/Distribution Sales

Selling products in bulk to businesses that resell them.
Example: JJ Foods sells ingredients to restaurants, who then cook and sell to customers.

3. Service or Software Sales

You sell a service or software solution.
Example: An accounting firm offering tax software like QuickBooks or consulting services.

🔁 What Is the B2B Sales Process?

B2B sales isn’t about quick wins—it’s about building trust and solving real problems. Here’s the step-by-step breakdown:

1. Lead Generation

Forget mass-market ads. To attract B2B buyers, you need laser-focused outreach.

🎯 Use: SEO, LinkedIn, cold emails, and thought leadership content.

✅ Pro Tip: Build buyer personas so you know exactly who you're targeting and what their pain points are.

2. Lead Qualification

Not every lead is a fit. Use intake forms or early discovery calls to filter out prospects without budget, authority, or urgency.

🔥 Hot tip: If a lead isn’t ready now, park them for future follow-up.

3. Engage with the Prospect

Here’s where trust-building starts.

Do your homework. Know their business, their struggles, and their goals. Add value with ideas, connections, or insights.

It’s not just about the pitch—it’s about being genuinely helpful.

4. Give a Killer Product Demo

Show how your product or service solves their exact problem. Tie features to real business outcomes.

💬 Use testimonials, case studies, or real results to back up your claims.

Don’t oversell. Let the value speak.

5. Close the Deal

It’s negotiation time. Be transparent. Talk timelines, pricing, delivery, and terms.

The key is balance—stay persistent, but not pushy.

Your goal? Build a foundation for a long-term relationship, not just a one-time sale.

6. Customer Support & Onboarding

The sale isn’t the end—it’s just the beginning.

Make onboarding smooth. Provide resources. Offer training. Be accessible.

✅ Great support leads to renewals, referrals, and long-term revenue.

💥 Real B2B Sales Challenges (And How to Beat Them)

• Complex decision-making chains → Build consensus early

• Long sales cycles → Stay consistent and follow up

• Tech-savvy buyers → Use helpful content instead of hard-sell tactics

• High competition → Lead with trust, not discounts

📈 B2B Sales Strategies That Actually Work

Here are three field-tested methods that get results in modern B2B sales:

1. Account-Based Sales (ABS)

Instead of casting a wide net, ABS focuses on high-value accounts and aligns sales + marketing around personalized messaging.

🎯 Identify decision-makers
🧠 Tailor your pitch
🤝 Collaborate internally

2. Content Marketing

Helpful content earns trust. Create blog posts, guides, case studies, and thought leadership content that answers the questions your buyers are asking.

📈 HubSpot and Mailshake used content to scale—so can you.

3. Social Selling

Be where your buyers are—LinkedIn is gold for B2B reps.

Build relationships, share insights, and stay top-of-mind.
One company closed $1M in deals by spending just an hour daily on LinkedIn.

🔮 What’s Next for B2B Sales?

The future of B2B selling is smart, flexible, and AI-powered.

• Omnichannel communication will become the norm

• AI tools will personalize messaging and streamline your workflow

• Salespeople won’t be replaced—they’ll be amplified

If you're ready to sell smarter, start leveraging platforms like Leadfeeder by Dealfront to see who’s engaging with your site.

👉 Try Leadfeeder for free and discover what companies are already in your funnel.

📘 B2B Sales FAQs

What’s the first step in B2B sales?
Lead generation—finding and attracting potential business clients.

How does data help in B2B sales?
It helps you identify top leads and understand customer behavior, improving both targeting and retention.

What are the three main types of B2B sales?

1. Supply Sales – Selling items businesses need daily

2. Wholesale/Distribution – Selling in bulk to resellers

3. Service/Software Sales – Offering expertise or digital tools