# The changing face of B2B business practices – why understanding timeless behaviour is more important than ever.
Author:  Pal Sinha, Barnali 
Author URL: https://financedigest.com/author/pal-sinha-barnali
Published: 2019-01-16
Category: BUSINESS
Category URL: https://financedigest.com/category/business
Meta Title: B2B Selling in 2018: Strategies for Success
Meta Description: Discover valuable insights from Tony Hughes on preparing sales teams for the future in the ever-evolving world of B2B selling. Learn about the timeless
URL: https://financedigest.com/changing-face-b2b-business-practices-understanding-timeless-behaviour-important-everhtml

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_Tony Hughes, CEO of_ _leading sales and negotiation specialists, Huthwaite International, examines how B2B selling is changing, and how we can best prepare our sales teams for the future._

I recently came across an old proposal from the early 1980’s to a global IT hardware vendor. The needs presented were almost identical to the needs we see today; difficulty communicating value, lack of quality leads, weak competitive differentiation, losing margin in the negotiation phase and wasting resources chasing deals that ultimately end in a decision to do nothing.

Interestingly, not much has changed, and sales teams in 2018 are [facing the same challenges](https://www.financedigest.com/how-to-overcome-the-challenges-faced-by-women-in-business-4.html "How to overcome the challenges faced by women in business") as their pre-digital colleagues in the 1980s. It’s a fact.

It’s the same with B2B customer needs too. The fundamental phases that each individual goes through when making a buying decision haven’t changed. It’s basic human psychology. It’s timeless behaviour that takes centuries to evolve, if indeed it does.

So, if human behaviour is indeed timeless, are the things that _do_ change of any concern? Absolutely yes, and they should be addressed. In fact, when it comes to B2B selling, there are two [important strategies](https://www.financedigest.com/minding-the-gap-the-importance-of-inclusive-financial-strategies-as-digital-currencies-rise.html "Minding The Gap: The importance of inclusive financial strategies as digital currencies rise ") to consider, each as important as the other. Firstly, [become an expert in the things that don’t change](https://www.financedigest.com/quidditch-becomes-quadball-as-sports-bodies-change-name.html "Quidditch becomes quadball as sport’s bodies change name"). And secondly, introduce flexibility and agility to respond to those issues that are changing.

**_So what doesn’t change?_**

- **Customer needs**

People buy for the same reasons they always did, to solve problems, avoid unwanted consequences, satisfy needs and [reap the benefits](https://www.financedigest.com/inflation-trade-nestle-reaps-benefits-from-higher-prices.html "Inflation trade? Nestle reaps benefits from higher prices") and value of an improved situation. A [sales person’s](https://www.financedigest.com/demand-from-personal-care-and-cosmetic-products-will-boost-vegan-wax-market-sales.html "Demand From Personal Care And Cosmetic Products Will Boost Vegan Wax Market Sales") ability to uncover and develop those problems and needs and present their solution in the most persuasive way possible, is vitally important. Expert consultative selling skills are [crucial to B2B sales success](https://www.financedigest.com/why-seo-is-crucial-for-business-success-post-pandemic.html "Why SEO is crucial for business success post-pandemic").

- **The psychology of making [major buying](https://www.financedigest.com/bnp-paribas-buys-majority-stake-in-dutch-firm-dynamic-credit-group.html "BNP Paribas buys majority stake in Dutch firm Dynamic Credit Group") decisions**

The core process when making [major](https://www.financedigest.com/chemical-process-mixers-industry-2021-includes-the-major-application-segments-and-size-in-the-global-market-to-2028.html "Chemical Process Mixers Industry 2021 Includes The Major Application Segments And Size In The Global Market To 2028") buying decisions is constant but each phase in that process needs a different approach. Sellers can [monitor their markets](https://www.financedigest.com/iomt-internet-of-medical-things-to-accelerate-the-intracranial-pressure-monitors-market.html "IoMT (Internet of Medical Things) to accelerate the Intracranial Pressure Monitors Market") and customer base to identify changes that will trigger the buying process. They can get close to the customer as their needs and [requirements are being identified to build](https://www.financedigest.com/whats-required-of-accounting-to-build-a-better-tomorrow.html "What’s required of Accounting to build a better tomorrow") value and differentiation. Then, when the customer is evaluating the various options, effective salespeople will be identifying and influencing the decision criteria and analysing the [competitive landscape](https://www.financedigest.com/smart-exoskeleton-market-competitive-landscape-analysis-with-forecast-by-2031.html "Smart Exoskeleton Market Competitive Landscape Analysis With Forecast by 2031") to ensure you have the best match.

- [**Cost and value**](https://www.financedigest.com/back-to-basics-for-cost-control-as-the-usual-levers-lose-value.html "Back to basics for cost control as the usual levers lose value")

People [buy when the value of change exceeds the cost](https://www.financedigest.com/cost-of-living-crisis-prompts-buy-now-pay-later-warning-from-uks-fca.html "Cost-of-living crisis prompts ‘buy now, pay later’ warning from UK’s FCA") of that change. Huthwaite refers to this as Value = Benefits – Cost. It’s a balance. All too often we [see sales](https://www.financedigest.com/merck-sees-up-to-7-billion-in-sales-of-covid-19-drug-through-end-of-2022.html "Merck sees up to  billion in sales of COVID-19 drug through end of 2022") people trying to tip the balance by taking things off the ‘cost’ side.

- **Internal politics**

As decision-making teams become bigger and more complex, effective sales people must become even more adept at understanding them. The sales team needs to accurately identify the role each individual has in the decision. This may or may not bear any relation to their job title, their attitude towards the project – are they an advocate or a blocker? Or to their opinion of your sales organisation – are they friend or foe?

- **Personal motivators**

All else being equal, individual buyers will favour the solution that best [meets their personal](https://www.financedigest.com/meeting-customers-where-they-are-through-financial-inclusion-and-hyper-personalization.html "Meeting Customers “Where They Are” Through Financial Inclusion and Hyper-Personalization") interests. It’s human nature. But they are hardly likely to declare it, and may not consciously be aware of it. So how can a salesperson uncover, and sell to, these personal needs?There are always clues. They may be contextual; someone nearing the end of their career is more likely to be looking for an easy implementation, whilst someone starting on the career ladder may be looking for a boost. Or they may be verbal, little [things like the use of a particular word or turn](https://www.financedigest.com/techie-turn-offs-top-7-things-that-put-talent-off-applying-for-tech-roles.html "Techie turn-offs: Top 7 things that put talent off applying for tech roles") of phrase that gives an insight into the individual’s personal drivers.

**_How can we introduce flexibility and agility to respond to those issues that are changing in B2B selling?_**

Whilst it’s true most changes occur at the margins, that doesn’t make them insignificant. [Change creates](https://www.financedigest.com/entrepreneur-investor-dale-w-wood-shares-how-he-is-using-his-funds-to-create-change.html "Entrepreneur & Investor Dale W Wood Shares How He Is Using His Funds to Create Change") opportunities. Effective sales people actively seek it out. By [monitoring your markets](https://www.financedigest.com/global-transcutaneous-monitors-market-current-and-future-demand-growth-opportunities-2029.html "Global Transcutaneous Monitors Market Current and Future Demand, Growth Opportunities 2029") it’s possible for you to spot change before your customers do. That gives you an opportunity to raise those changes with your customers proactively, what we would today call ‘insight selling’.

- **More sophisticated buyers**

More sophisticated buyers require more sophisticated [sales approaches and the ‘talking catalogues’ who focus on product/service capability and price](https://www.financedigest.com/mcdonalds-sales-soar-on-higher-u-s-prices-newer-menu-items.html "McDonald’s sales soar on higher U.S. prices, newer menu items") are rapidly disappearing. As buyers take a broader view so must sellers. For example, by [talking specifically about how the solution meets](https://www.financedigest.com/with-progress-in-creditor-talks-malaysias-airasia-x-targets-end-oct-meetings.html "With progress in creditor talks, Malaysia’s AirAsia X targets end-Oct meetings") the needs the buyer has expressed and implied, by focussing on value not price, and examining more sophisticated cost models such as total cost of ownership, pay per use or life-cycle value.

- **Rise of professional procurement**

Professional buyers are customers too. However, excluding them from the process for as long as possible is a mistake. If the buyer comes in late, with no knowledge of the value and little understanding of the needs, they can focus on only one thing – price. Effective sales people engage with procurement early. They build relationships, uncover the buyer’s needs and drivers and seek to [create value](https://www.financedigest.com/how-to-create-value-in-digital-transformations.html "How to create value in digital transformations") for them too.

- **Pace of** [product development](https://www.financedigest.com/tire-recycling-downstream-products-market-to-observe-strong-development-by-2019-2027.html "Tire Recycling Downstream Products Market to Observe Strong Development by 2019-2027")

Rapid [product development is a real headache for the sales](https://www.financedigest.com/flooded-lead-acid-battery-regional-landscape-production-sales-consumption-status-and-prospects.html "Flooded Lead Acid Battery Regional Landscape, Production, Sales & Consumption Status and Prospects") team. On the one hand it’s great to have something new to [sell but how do you keep on top](https://www.financedigest.com/byd-set-to-be-chinas-top-selling-car-brand-for-nov-tesla-gains-data.html "BYD set to be China’s top-selling car brand for Nov, Tesla gains -data") of it all? Unless there is an astute [marketing team](https://www.financedigest.com/frameplay-announces-new-attention-metric-in-video-game-environments-validated-in-partnership-with-dentsus-attention-economy-team-by-first-to-market-studies.html "Frameplay Announces New Attention Metric in Video Game Environments, Validated in Partnership with dentsu’s Attention Economy Team by First-to-Market Studies") to work its magic, product development will give sales teams a list of product capabilities and features. And no one buys features. [Effective sales and marketing teams take a step back](https://www.financedigest.com/the-npwt-suction-pads-market-to-grow-on-an-effective-and-accessible-note-backed-by-innovation.html "The Npwt Suction Pads Market to grow on an effective and accessible note backed by innovation"). They review the [information provided by product](https://www.financedigest.com/golf-apparel-market-key-players-and-production-information-analysis-with-forecast-2031.html "Golf Apparel Market: Key Players and Production Information Analysis with Forecast 2031") development and ask two questions; “What problems does it solve? And “What value/benefit does it bring?”

- **More transparency**

As it becomes harder to keep secrets it’s harder to hide inconsistencies and, more importantly, irregularities. Not only do you need one [globally consistent sales](https://www.financedigest.com/building-and-construction-to-continue-accounting-for-nearly-half-of-tower-cranes-sales-globally-fmi.html "Building and Construction to Continue Accounting for Nearly Half of Tower Cranes Sales Globally: FMI") methodology but one that is based on the highest possible professional and ethical standards.

- **Commoditisation**

Buyers will tell you they can buy your solution cheaper elsewhere, regardless of whether that’s true. Train your sales people to have the confidence and resilience to justify your value and the skills to defend it at the negotiation table.

- **Size/complexity of decision-making unit**

Everything we said when discussing internal politics earlier becomes even more critical as the decision-making unit becomes bigger and more complex. Sales people must be trained to penetrate and navigate it effectively.

**Conclusions**

Most change is gradual – evolution not revolution. As a result most changes are the modification of existing ideas and real game-changers are rare.

Because the core issue within B2B selling have been around, unchanged, for a long time, that [means the core competency models that address those issues don’t](https://www.financedigest.com/spiralling-azure-costs-dont-necessarily-mean-your-cloud-strategy-is-off-course.html "Spiralling Azure costs don’t necessarily mean your cloud strategy is off course") need to change either. What worked 40 years ago still works today because it’s addressing the same issues now as it was then. That’s why SPIN® Selling, in its 4th decade, is as effective and in demand as ever. And why it remains the most researched, validated and sustainable sales methodology in the world.

It’s very easy to be seduced by the latest ‘revolutionary’ or ‘game-changing’ concepts, tools and models. When it comes to those [rapid changes](https://www.financedigest.com/rapidly-changing-fashion-lifestyle-is-expected-to-spur-demand-for-clothes-closets-market.html "Rapidly Changing Fashion Lifestyle Is Expected To Spur Demand For Clothes Closets Market") at the edges of B2B selling these ground-breaking solutions can give you the agility and flexibility you need.

Where change does happen, at the periphery, it is fast, so here you must develop the agility and flexibility to respond quickly.Seek out quick-fixes for the marginal issues but rely on an established methodology, like SPIN® Selling, to address the core principles.


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