How to break through the five common bottlenecks of B2B business teams?

Written by ◎ B2B high-end sales solution expert/chief consultant of Kong Shiteng Chen Xuhui Vincent

As a senior business executive, have you ever thought hard about the "five bottlenecks" encountered by business leaders and sales representatives in your team?

The business representative in charge of important customers can only be regarded as a "general supplier" by the customer due to the lack of thinking and structure, and cannot develop a more important and profitable "strategic partnership" with the customer, so that the company has never been able to make strategic breakthroughs?
The company's business representatives, in the face of customer bargaining, are often forced to accept lower prices because they cannot effectively prove the value of the company's products, and it is difficult to turn over?
For the progress of important business projects in front of them, business leaders can not find a more accurate way to control the details and keys, and often can only listen to the words of business representatives to estimate the success rate and transaction amount of the project?
When business leaders review the overall performance of the business team, they lack the tools to determine the upper and lower boundaries of the overall performance, and how to more effectively promote the progress of the performance.
In addition to reviewing the performance, the business leader is unable to know the bottlenecks of each original sales representative more clearly, and cannot provide specific assistance, so that the team's performance is bottlenecked and cannot be promoted?

The above five bottlenecks are common obstacles for B2B business teams, and they are often the key to whether the company can move up the ladder, and the average business executive often feels quite a headache about this.

In fact, each bottleneck has its own specific cause. For example,The reason for the lack of thinking and pattern of the sales representative is that they used to sell business with the thinking of "selling products" in the past. However, there is currently a widespread phenomenon of "oversupply" in various industries, if only "selling products", andIf you can't think of "value-based solutions" from the customer's point of view, you can only be positioned as a "general supplier" by the customer, and you will not be able to further discuss with the customer how you can provide clear assistance in the customer's strategy. In the long run, in addition to the difficulty of accumulating customer industry knowledge and self-upgrading, the company itself is more likely to be accustomed to price reduction as a means of competition to win, and thus fall into a vicious circle of price war.

Furthermore, this "lack of thinking and pattern of business representatives" will also form other bottlenecks in the future, such as "unable to effectively prove the value of the company's products, so that they are in a weak bargaining position" is one of the examples. And these bottlenecks are often mutually causal and intertwined into one after another hard performance barriers.

Frankly speaking, these five bottlenecks hardly appear alone, and they always come out in pairs to stir up the situation. The real solution is likely to lie with the company's business executives. Executives first need to have a very clear understanding of the "true value" of the company's products to customers, and accurately form beliefs about this set of real values in the sales team from top to bottom. At the same time, it is possible to form a positive cycle of "beliefs/culture/system" by dominating the sales team with this set of beliefs, forming a sales team culture, and matching it with a well-designed reward and punishment system.

Under this cycle, business representatives who do not fit the company's physique will naturally seek to leave, and those with similar ideas will gradually coalesce. It's a must-have for any outstanding sales team. If you abandon the rooted work and try to achieve quick results with various sales processes or sales techniques, it is a half-effort to seek the near and far.

About the Author:

B2B Advanced Sales Solution Expert/Principal Consultant of Kongsiteng Chen Xuhui Vincent

He is currently the chief consultant of Kongsiteng, and has served as a professional representative of solutions for IBM in the United States.
Director of Greater China Business of Global Capital Business Group and Operations Manager of Taiwan Region of American Business Alliance Group.
He has many years of practical experience in foreign business sales, talent construction, training and leadership of business teams.
Specializing in the formation and management of high-level B2B business sales team, enterprise transformation counseling and diagnosis, problem analysis and solving, etc.
Through the on-the-ground learning workshop, the goal is to solve the practical problems of corporate customers.

How to break through the five common bottlenecks of B2B business teams?

In the past, we were accustomed to selling with the thinking of "selling goods", and we should think about how to help customers find "value-based solutions"

Dominate the team and effectively combine "Beliefs/Culture/System".