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The 4 Levels of B2B Selling

The way that you sell determines whether another business will buy from you.

When it comes to selling to businesses, there are four levels, three of which usually fail and one of which always works.  Here they are:

1. Selling your company.

You attempt to convince the customer to do business with you because your company's management is so smart, based upon executives biographies and the business successes they've had in the past.  The customer thinks: "Gee, these guys are full of themselves."

2. Selling your products.

You attempt to convince the customer to buy your products because they have valuable features and functions that are obviously superior to the features and functions available from your competitors.  The customer thinks: "Hmmm..., what does that mean to me?"

3. Selling a solution.

You work with the customer to uncover and clarify problems. You then propose a customized solution that can solve those problems, based upon the products and services you provide.  The customer thinks: "Okay, but why is this a priority right now?"

4. Selling results.

You show the customer how you can help them achieve their financial or market growth goals by making them better able to sell to, and provide support for, their own customers and potential customers.  The customer thinks: "Great! How soon until we start?"

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Last updated: Aug 1, 2013


Geoffrey James, a contributing editor for, is an author, speaker, and award-winning blogger. Originally a system architect, brand manager, and industry analyst inside two Fortune 100 companies, he's interviewed more than a thousand successful executives, managers, entrepreneurs, and gurus to discover how business really works. His most recent book is Business Without the Bullsh*t: 49 Secrets and Shortcuts You Need to Know. If you enjoyed this post, sign up for the free weekly Sales Source newsletter.

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