Get alongside, don’t pitch

B2B Sales involve the sharing of complex information, and alignment with procurement processes. It’s no surprise that the chances of lining up your pitch with their buying timetable – and getting the essential information exchanged between you – with a single pitch are remote.

In fact, the most successful B2B sellers don’t attempt to pitch – they concentrate on building the right “network context”. They get alongside prospects. They find or create conditions in which prospects become aware of them, without necessarily knowing anything about their products or services. Ideally this happens more than once.

When prospects are already aware of you – and especially in a social or professional context which reassures them about you – they are much more likely to be receptive to sales conversations. The sales secret here is not to start with a sales pitch.