B2B companies that embrace outside sales are winning big. Did you know that businesses with active outside sales teams see 30% higher closing rates compared to their sales counterparts or those relying solely on inside sales?
That's because face-to-face engagement builds trust, fosters strong client relationships, and helps you navigate complex deals. Ready to grow your sales?
In this guide, you will get the 8 proven steps to help you close more deals!
What is Outside Sales B2B?
Outside sales B2B, or business-to-business, is when a salesperson meets clients face-to-face to sell products or services.
Unlike inside sales, where sales reps work from an office, outside salespeople go out and visit potential customers. They attend in-person meetings, trade shows, and industry events.
This type of selling builds stronger relationships because it involves direct contact. Field sales reps are essential for building relationships with clients face-to-face, which often leads to higher sales.
Why are Outside Sales Teams Important?
1. Personalized, Face-to-Face Engagement
- Meeting clients in person helps build trust. When you meet face-to-face, it’s easier to understand what the client needs.
- It also shows that you are serious about building a relationship. This makes outside sales reps crucial in B2B sales, where deals are often bigger and require more trust.
2. Deeper Understanding of Client Needs
- Outside sales representatives get a closer look at what clients truly need. By visiting a client’s office or factory, you can see how your product fits into their business.
- You can ask questions, watch how things work, and suggest solutions. This deeper insight helps sales reps tailor their pitches and create more value for potential customers.
3. Ability to Navigate Complex Sales Cycles
- B2B sales cycles can be long and complex. Often, deals involve multiple decision makers, which means you need to build a connection with each one.
- Outside sales teams excel in these situations because they can meet each person and address their concerns directly. This hands-on approach can speed up the sales cycle, leading to more closed deals.
4. Expanding Reach to Untapped Markets
- With outside sales, businesses can reach customers they might not find online. Sales teams can travel to different regions and tap into new markets.
- This is especially helpful for companies selling high-ticket products that require detailed explanations and demos. Expanding to untapped markets can increase sales revenue and business growth.
B2B Outside Sales Process
The B2B outside sales process involves sales reps meeting potential customers in person. Unlike the inside sales process, where reps use calls or online methods, outside sales is about face-to-face interaction. This method helps build trust and close deals faster. Here’s a simple breakdown:
- Preparation and Research: Before meeting, sales teams research the client’s business. This helps them understand the client’s needs and how their product can help.
- Setting Up Meetings: Sales reps schedule in-person meetings, whether at the client’s office or during industry events. Meeting face-to-face makes clients feel valued.
- Presentation: During the meeting, reps present their products. They explain the benefits and share success stories to show how the product solves problems.
- Closing the Deal: Once the client is convinced, the sales rep closes the deal. They handle any last questions and finalize the agreement.
8 Steps to Closing More Deals for Outside Sales Reps
1. Start with Strategic Pre-Call Planning
Pre-call planning is when you prepare for a meeting with a potential customer. This involves researching the client’s business, their challenges, and how your product or service can help.
Why It’s Important:
Planning ahead gives you an advantage. You’ll know what the client needs, which helps build trust. It also saves time during the meeting because you can focus on solutions instead of basic information.
How to Implement:
- Research the Client: Use customer relationship management (CRM) tools to gather data on the client. Check their website, social media, and any past interactions with your company.
- Set Clear Objectives: Know what you want to achieve in the meeting. Are you aiming to close the deal or set up a follow-up?
- Prepare Answers: Anticipate possible questions the client might ask and prepare clear, simple answers. This could include how your solution fits into their sales process or how it helps them deal with longer sales cycles.
With solid pre-call planning, you’ll feel more confident and in control, setting the stage for success.
2. Build Instant Rapport During First Contact
Rapport means creating a relationship building a connection or bond with someone. In sales, building rapport during the first meeting is key to getting the client to like and trust you.
Why It’s Important:
People are more likely to buy from someone they trust. If you build rapport, the client will feel comfortable opening up about their needs and concerns. This helps you guide the conversation toward a successful outcome.
How to Implement:
- Use Friendly Body Language: Smile, make eye contact, and offer a firm handshake. These small actions show you are confident and approachable.
- Find Common Ground: During the conversation, look for shared interests. This could be something simple like a common hobby or experience in the same industry.
- Ask Open-Ended Questions: Encourage the client to talk about their business. For example, ask, “What challenges are you currently facing in your sales process?” This helps you understand their needs better.
By focusing on rapport, you can make the client feel valued and heard, which is a big step toward closing the deal.
3. Focus on Building Value, Not Just Features
Building value means showing the client how your product or service will improve their business, rather than just listing features.
For example, instead of saying, “Our software tracks leads,” you would say, “Our software helps you track leads so you can focus on closing more sales.”
Why It’s Important:
Clients care about how your product will solve their problems. By focusing on value, you help them see the bigger picture and how their investment will pay off.
How to Implement:
- Share Real-World Examples: Present case studies or success stories from other companies in related industries.. Show how your solution helped them close deals, reduce costs, or manage their sales team more effectively.
- Tailor Your Pitch: Each client is different, so make sure you address their specific needs. If they struggle with a long sales cycle, explain how your product can speed things up.
- Highlight ROI: Talk about the return on investment (ROI). For example, explain how the client can save time and money by using your product.
Focusing on value shows that you’re not just trying to make a sale; you’re offering a solution that can truly benefit their business.
4. Highlight Relevant Case Studies
A case study is a real example of how your product or service helped another business. It shows proof that your solution works.
Why It’s Important:
Clients want to see proof before they buy. By sharing a story of how your product helped another company, you build trust.
It makes your pitch stronger because clients can imagine how it would work for them. Case studies are a key part of the sales process because they provide solid evidence.
How to Implement:
- Pick Success Stories That Match the Client's Industry: Choose examples that are similar to the client’s business. If you are selling to a tech company, share a case study of another tech client. This makes it easier for your potential customers to relate.
- Use Data to Show Results: Include numbers. For example, “Our product helped Company X reduce costs by 20% in six months.” Data makes your case study more credible.
- Tell a Story: Explain the problem the other company faced, how your product solved it, and the results they enjoyed. Keep it simple and clear, so the client understands how your product brings value.
5. Tailor Your Pitch on the Spot
Tailoring your pitch means adjusting your message based on what the client says during the meeting. It’s not about giving a scripted presentation; it’s about listening and responding.
Why It’s Important:
Every client is different. What works for one might not work for another. When you tailor your pitch, you show that you understand the client’s unique needs.
This makes it more likely that they will listen and buy. Sales reps who adapt can handle longer sales cycles more effectively because they keep the client engaged.
How to Implement:
- Listen First, Talk Second: Let the client explain their challenges. Pay attention to what they care about most. Use these points to focus your pitch.
- Be Flexible: Don’t stick to a script. If the client mentions a specific problem, adjust your pitch to explain how your product can solve it. For example, if they mention needing faster results, focus on how your product speeds up the sales process.
- Ask Questions: Questions like, “Would this feature help you with your sales process?” can guide your pitch. It also keeps the conversation interactive, making it easier to build rapport.
6. Overcome Objections with Empathy and Solutions
Objections are reasons a client might say “no” to your offer. Handling objections means addressing their concerns and providing solutions.
Why It’s Important:
Clients may have doubts or questions before they agree to a deal. Maybe they worry about cost, or they’re not sure your product is the right fit.
If you can answer their objections well, it can turn a “no” into a “yes.” Successful outside sales reps are great at this because they understand the value of face-to-face interactions.
How to Implement:
- Listen to Understand: Let the client finish their concern before you respond. This shows respect and makes them feel heard.
- Show Empathy: Say things like, “I understand why that might be a worry.” This shows that you get where they’re coming from, and you’re not just trying to make a sale.
- Offer Clear Solutions: Address the issue directly. If they are worried about price, explain how your product saves them money in the long run. Use real examples and data.
- For instance, “One of our clients had the same concern, but after using our product, they saw a 30% increase in sales within three months.”
7. Create a Sense of Urgency
Creating a sense of urgency means encouraging potential customers to make a decision quickly. It’s about showing why they should act now instead of later.
Why It’s Important:
People often delay making decisions, especially when it involves a big investment. If you can create urgency, it makes the client feel that they might miss out on a great opportunity if they wait. This can speed up the sales cycle and help close deals faster.
For outside sales reps, this is especially useful because face-to-face interactions give sales representatives and you the chance to directly communicate why acting now benefits the customer.
How to Implement:
- Offer Limited-Time Discounts: Tell clients about special deals that are only available for a short time. For example, “If you sign up by the end of the week, you get a 10% discount.” This motivates them to decide quickly.
- Use Scarcity: Let them know when a product or service has limited availability. For instance, “We only have a few units left, and they’re selling fast.” Scarcity makes people want to act before it’s too late.
- Emphasize Immediate Benefits: Explain how your product will solve their problem right now. For example, “If you start using our service this month, you can see results within the first 30 days.” This shows them that they won’t have to wait long to benefit.
Creating urgency isn’t about pressuring; it’s about showing why acting now is in the client’s best interest. It helps outside sales teams close deals quickly, even when dealing with longer sales cycles.
8. Leverage Cross-Selling and Up-Selling
Cross-selling means offering related products or services to your client. Up-selling is when through sales efforts you encourage the client to buy a higher-end product than what they initially considered.
Why It’s Important:
Both cross-selling and up-selling can increase sales without having to find new customers. For example, if a client buys a printer, you can cross-sell ink and paper.
If they’re considering a basic service plan, you can up-sell them to a premium one. This adds more value to the sales process and increases revenue.
Many successful outside sales professionals use these techniques to make sales organizations make the most of their customer interactions.
How to Implement:
- Understand the Client’s Needs: During your meetings, listen to what the client is looking for. If they need a specific product, think of related items that might also help them.
- For example, if a client wants software to manage sales teams, suggest CRM tools that make the sales process easier.
- Use Bundling: Offer packages that combine related products. Say, “We have a bundle that includes both the main service and add-ons at a reduced price.” This makes it easier for clients to buy more at once.
- Explain the Benefits of Upgrading: Show how upgrading to a higher-end product can solve more problems. For example, “Our premium plan comes with 24/7 support and extra features that can save your sales team time and money.”
B2B Inside Sales vs B2B Outside Sales
What is B2B Inside Sales?
Inside sales mean that sales reps work from an office or remotely. They use phones, emails, and online tools to reach potential customers.
Inside sales teams often handle multiple clients at the same time. They do not need to travel, which helps save costs. Inside sales often follow much more structured processes than outside sales, focusing on efficiency.
Companies selling products with lower costs and shorter sales cycles, like software or digital services, often use inside sales.
Key Differences Between Inside and Outside Sales
1. Location of Work
Inside Sales: Sales reps work from an office or home. They connect with clients using phones, video calls, or emails. They do not need to travel, making it easier to handle multiple clients at once.
Outside Sales: Sales reps meet clients in person. They travel to different places, such as offices, trade shows, or events. This allows for more direct communication and face-to-face interactions, which helps build trust.
2. Sales Approach
Inside Sales: Inside sales reps usually sell products with shorter sales cycles. They focus on volume, reaching out to many potential clients quickly. They use tools like CRM systems to track their sales processes and manage customer relationship management (CRM).
Outside Sales: Outside sales professionals work on building relationships. They take time to understand the client’s needs, explain how their product can help, and often deal with longer sales cycles.
For example, if you are selling equipment to a factory, you might need several meetings before closing the deal.
3. Cost and Efficiency
Inside Sales: Because reps do not travel, inside sales are usually less expensive. This approach also makes it easier to scale the inside sales team. Companies can hire more reps to reach out to more clients.
Outside Sales: This method can cost more because of travel expenses. However, the return on investment can be high because face-to-face meetings lead to bigger sales deals and stronger customer satisfaction. For some businesses, this personal touch is key to success.
How to Build an Effective Outside Sales Team
1. Hire for Adaptability and Initiative
Adaptability means being able to change and adjust easily. Initiative is the ability to take action without being told. When hiring for outside sales, look for people who can do both.
How to Do It:
Ask the Right Questions: During the interview, ask questions that show how the candidate handles change. For example, “Tell me about a time when you had to change your approach to close a sale.” This helps you see if they can adapt and think quickly.
Look for Self-Starters: Outside sales reps often work alone, meeting clients in person. They need to take action on their own. Check if the person has experience working outside sales counterparts independently or has led projects without a lot of supervision.
Use Scenarios: Create scenarios that mirror real-world challenges, such as dealing with longer sales cycles. This way, you can see how candidates handle difficult situations.
2. Invest in Comprehensive Onboarding and Training
Onboarding is the process of getting new hires comfortable with their job. Training helps them learn the skills they need to do their work well. Both are important for outside sales reps.
How to Do It:
Create a Detailed Training Program: Teach new sales reps about your product, sales strategies, and the sales process.
Make sure they understand who the potential customers are and how your product can solve their problems. Include training on how to use tools like customer relationship management (CRM) software.
Use Role-Playing: Role-playing helps new hires practice. Have them act out sales calls and in-person meetings. For example, they can practice how to pitch to potential clients at industry events. It prepares them for real situations.
Provide Ongoing Support: Training should not end after the first week. Keep offering support, like workshops or one-on-one coaching. This helps reps improve over time. You can also encourage your sales team to share tips and strategies, creating a more collaborative environment.
3. Equip with the Right Tools and Technology
Sales reps need the right tools to do their job well. This includes software for tracking sales, devices for communication, and platforms for customer relationship management (CRM).
How to Do It:
Use CRM Systems: A good CRM tool helps sales reps manage customer information, track the sales process, and follow up on potential customers. It also helps in building strong customer relationships by keeping everything organized.
Provide Mobile Devices: Since outside sales reps are often on the road, it’s essential to equip them with reliable laptops, tablets, or smartphones. This allows them to stay connected with the field sales team, check customer details, and update sales data on the go.
Use Sales Technologies: Sales reps can use various technologies, like scheduling apps and digital note-taking tools. These can help in planning sales calls, managing their time, and closing deals efficiently.
Make sure your team has access to these tools, so they can work smoothly, even during in-person meetings.
4. Create a Culture of Collaboration and Communication
Collaboration means working together as a team. Communication is how team members share information.
A culture that supports both is vital for a successful outside sales operations team. Sales teams working together can share strategies and insights, making the entire group more effective.
How to Do It:
Encourage Team Meetings: Regular meetings let sales teams share their experiences, challenges, and solutions. For example, one sales rep might have a great strategy for reaching decision makers, and sharing it can help others. Weekly or monthly check-ins keep everyone connected.
Use Collaboration Tools: Tools like Slack or Microsoft Teams make it easy for outside sales reps to stay in touch with each other and the main office.
They can quickly share updates, ask questions, or celebrate sales wins. This helps build rapport among the team, even if they are in different locations.
Create a Supportive Environment: Make sure your sales team feels supported. Celebrate their successes, offer help when they face challenges, and encourage them to share ideas. This boosts morale and makes the team more effective.
5. Set Clear Metrics and Offer Performance Incentives
Clear metrics are specific goals that show how well sales reps are doing. Performance incentives are rewards for meeting or exceeding these goals.
How to Do It:
Define Simple and Clear Goals: Set specific targets, like “close 10 deals a month” or “contact 30 potential customers a week.” These goals help sales reps know what they need to achieve. It makes the sales process easier to follow and track.
Measure Progress: Use tools like customer relationship management (CRM) systems to keep track of each sales rep’s progress. This way, you can see who is closing deals and who might need help. If a sales rep reaches their target, they should know right away.
Offer Rewards: Give rewards like bonuses, gift cards, or even a day off for reaching sales targets. This makes the job fun and motivates your sales team to work harder. Performance incentives encourage sales professionals to push a little further, knowing there’s a reward waiting for them.
6. Encourage Autonomy but Provide Support
Autonomy means giving your sales reps the freedom to make decisions. However, it’s also important to support them when they need it.
How to Do It:
Trust Your Team: Let your outside sales reps plan their sales, phone calls, and meetings. Trust them to decide how to approach each customer. When sales reps feel trusted, they often perform better. This is especially important for outside sales professionals who are always on the road meeting new people.
Be Available for Help: While autonomy is great, it doesn’t mean leaving your team alone. Make sure sales managers are available to answer questions and offer guidance. If a sales rep faces challenges during in-person meetings or with longer sales cycles, they should know they can get help.
Encourage Sharing: Hold regular team meetings where everyone can share their experiences. A rep might talk about how they successfully closed a deal with a tricky customer, and others can learn from it. Collaboration builds a stronger, more connected sales team.
Conclusion
Building a strong outside sales B2B team takes effort, but it's worth it. With clear goals, the right tools, and teamwork, your sales reps can close more deals and build better customer relationships.
Focus on supporting your remote sales team, and you will see growth in your sales process. Keep refining your approach, and you’ll see your outside sales professionals succeed.