6 Main Challenges of a B2B Seller

Convincing a prospect to buy your product is always a challenge for an entrepreneur… especially in the B2B sector. And the competition in the market (online and offline) does nothing to facilitate this business mission.

The only way to do well is through strategy, strong communication, and adding new technologies.

Here are 6 specific challenges that today’s B2B salespeople and freelancers face!

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1. Communicate Value

To showcase the features and benefits of your products, there is no substitute: You have to master the marketing discourse.

As an entrepreneur, you know your product and its added value, not your prospects. You have to put yourself in their place and be able to answer their most important questions:

  • Why does this product or service matter?
  • How will it help prospects do their jobs better?
  • What are the differences with competing products (sometimes already used by your prospects)?

If freelancers cannot distill complex and competitive information on their services in the form of concise and clear value propositions, they will not be able to meet the challenge.

2. Show Instead of Saying

A Chinese proverb says:

If you say, I will forget; If you show me, I’ll remember; If you include me, I will understand.

This is especially true when it comes to selling an item or service.

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A verbal explanation is likely to fall on deaf ears or be misunderstood. However, by actually showing the product and involving the prospect in its use, you will see your sales increase.

3. Understand the needs of prospects

B2B prospects receive new offers, promotions and calls from suppliers every day. Immersed in a plethora of information, you must separate yourself from your message as well as its distribution channel and the moment it is broadcast.

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Understand exactly who your buyers are, what their needs are and how your offering fits your potential customers’ expectations. You need to have an authentic conversation with them, listen to them and adjust your pitch to suit the various possibilities that come your way.

This is what communicates your value, builds your credibility and, of course, keeps you selling.

4. Knowing how to deal with objections

This move is not the most pleasant for a seller, whether they are B2B, B2C etc.

As a first step, it’s important not to take your customers’ objections on a personal level so that you don’t get overwhelmed by your own emotions. Then you will lose the lead of your date. Conversely, you’ll be able to gain the upper hand and combat objections that are more easily communicated.

Thereafter, be ready to receive basic objections like:

  • “I don’t have the means”,
  • “It’s too expensive for me”,
  • “I must think before making my decision…”,
  • “I already collaborate with someone else”, etc.

Although all objections are unpleasant to hear, they are also an opportunity to have a conversation with your client and find new arguments to explain.

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We don’t respond to an objection, we deal with it. The important thing is not to take the latter as an attack. Rather understand that the customer has an interest in your product or service.

5. Access the latest technologies

In today’s tech-driven world, there are a number of important tools available to help sellers close a sale.

  • crm system,
  • cloud technology,
  • data analysis tools,
  • content management software,
  • But also marketing automation platforms…

Consider using them to find prospects, contact them, follow their progress and give them the best possible offer.

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6. Connect on an Emotional Level

Connecting emotionally with prospects goes beyond traditional sales and marketing relationships.

When prospects have the ability to immerse themselves in a solution and fully explore a product on their own, they develop a deeper understanding and retention. It creates an emotional connection with your business.


While designing messages to be relevant to consumers is marketing, the ability to successfully deliver those experiences to prospects is the business of business.

This is why you need to combine these two strategies to meet the 5 B2B challenges mentioned above… and increase your turnover!

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