The document discusses three different B2B sales processes for software-as-a-service (SaaS) companies: self-service, transactional, and enterprise. Self-service involves direct, automated sales to customers without a salesperson. Transactional sales involve a salesperson helping with implementation for sales to entire companies. Enterprise sales have the longest sales cycles and require involvement from multiple decision-makers within a company.

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THREE B2B SALES PROCESSES THAT
WILL WIN YOU MORE CUSTOMERS
WHAT IS B2B SALES
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B2B sales' is short
for business-to-
business sales,
which involves one
company selling its
goods/services to
another company,
rather than selling
them directly to
consumers.

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B2B sales are more complex, require more people, and take
longer than business-to-consumer (B2C) transactions

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Two variables are
responsible for
defining the type of
B2B software-as-a-
service (SaaS) sales
processes:
1. Product complexity
2. Product price
Three different types
of B2B SaaS sales
processes:
• Self-service
• Transactional
• Enterprise

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Self-service sales model characteristics

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• Self-service B2B sales is selling off-the-shelf services
directly to consumers. It is easy to implement and use.
• The sales approach is similar to the B2C sales process,
which mainly involves self-service.
• The process relies heavily on marketing automation. If a
potential buyer recognises a need with themselves, it
only takes them seconds to read reviews, subscribe,
and start using the product/service.
• Canva, a visualisation platform, and Evernote, a
collaboration platform, – are promoted this way.
Self-service

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Transactional sales model characteristics

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• In the transactional model simplicity remains the same
from the end user's perspective. However, the product is
sold to a whole company so the cost goes up.
• A salesperson gets involved in helping define the use
case, price the service, and assist with the
implementation coordination.
• The majority of the time this will be carried out by insider
sales (sales team that stays inside the office) who support
clients over the phone.
• Amazon Web Services or Stripe are other good examples
of businesses that use B2B transactional sales.
Transactional

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Enterprise sales model characteristics

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• Enterprise B2B sales are the most complex out all of
sales types; they also have the longest sales cycles,
require multiple decision-makers, and the product
itself requires heavy onboarding
• The enterprise sales team usually consists of a number
of people, such as field-sales team members and pre-
sales team members.
• Pre-sales generally involves highly knowledgeable
product consultants, or, in some cases, product
managers.
• SalesForce, IBM, Oracle, and SAP are companies that
make use of enterprise sales.
Enterprise

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Examples of the SaaS sales models

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About Karina Collis, founder of Liinea

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