8 key barriers that prevent you from making the B2B sale.

1. Make the B2B Sale
8 Reasons Why We Fail to
Make the B2B Sale
Christopher Ryan
info@fusionmarketingpartners.com

2. First…Align Marketing & Sales
I mostly write about B2B marketing issues, but am
often asked to consult on sales performance issues.
My key mantra is that you must have your B2B
marketing and sales processes fully aligned.
Otherwise it is like two very fast runners who can win
races on their own, but have not learned how to hand
off the baton in the relay race.

3. Then…
Let’s suppose the marketing department is doing
its job and there is a fast and efficient hand off of a
qualified lead to the sales department.
What then can prevent the sales
rep from achieving the sale?
Here are some key barriers:

4. 1. Trust
• The prospect doesn’t know/trust you.
• People, whether buying for themselves or for
their companies, like to purchase from a known
entity.
• This is why the first objective
of B2B marketing is to
increase awareness among
your target audience.

5. 2. Value
• You haven’t sold the value.
• Even though a prospect knows you they aren’t
going to buy anything until they see the value.
• In a business environment this means that the
prospect can clearly see that
what you offer solves a
current challenge or moves
their business forward in a
positive way.

6. 3. Risk
• The risk outweighs the benefit.
• The other side of the value scale is the risk
factor.
• You must show that the risks in terms
of money, time, etc. are insignificant
compared to the benefit.
• You can do this with a rock-solid
guarantee, trial offer, etc.

7. 4. Hidden Objections
• This is a tough factor to overcome because you
just don’t know why the sale isn’t happening.
• It might be a financial issue, lack of authority, or
something else outside of your control.
• This is where patience and
good listening skills are
paramount.

8. 5. Quality
• The quality of your product, promotion, sales
pitch or website is poor.
• This is another area where the sales rep has
little control.
• If your company is smart and
committed to success, it will remove
any of these obstacles that prevent
you from achieving good sales
metrics.

9. 6. Competitor Loyalty
• They are loyal to your competitor.
• My recommendation is that you not take a hard-
sell approach with this type of prospect.
• After all, you want the same loyalty
from your own customers.
• Rather, you can make your best offer
and keep in touch.
• Take the long view and you might get
the future business.

10. 7. Neglect to ask
• You neglect to ask for the order.
• Sometimes prospects are willing to buy, but are
waiting for you to ask them.
• While I don’t counsel aggressiveness, the timid
end of the spectrum is worse.
• Ask pleasantly, but definitely ask.

11. 8. Fail to Follow Up
• My company, Fusion Marketing Partners, has
conducted extensive research on short- and
long-term B2B buying patterns.
• The most striking conclusion is that the number
of qualified prospects that will buy short-term is
matched equally by those who
will buy, from either you or a
competitor, downstream.

12. Sales Success
I hope that this information helps you
and your company achieve a better
level of sales success!

13. Learn More
To learn more about
barriers to the B2B sale,
visit our website for
additional tips and a look
at my new book Winning
B2B Marketing.

14. About Fusion Marketing Partners
Christopher Ryan, CEO
We Do This:
Brand building/messaging
Website optimization
Content creation
Lead generation
You Get This:
Much greater levels of awareness
Higher quantities of qualified leads
Ability to generate faster revenue
Lots more information at:
http://FusionMarketingPartners.com/
http://Greatb2BMarketing.com (blog)
info@fusionmarketingpartners.com
719-357-6280