How to improve your B2B sales
Unlocking growth for 2025
B2B sales are more dynamic and challenging than ever.
As B2B businesses shift towards digital-first approaches, the landscape is being reshaped by rising buyer expectations, technological advancements, and the pressure to streamline operations.
Success in this environment requires more than just a great product—you need a strategy that’s data-driven, customer-focused, and operationally sound. This playbook offers practical strategies for navigating common challenges in B2B sales, while highlighting how to turn obstacles into opportunities for growth
The modern B2B sales landscape
The game has changed. Today’s B2B customers expect more—faster service, a seamless buying experience, and real-time insights into their orders. No longer satisfied with outdated processes, these buyers are bringing the convenience of B2C into the B2B world, pushing companies to adapt or risk falling behind.
Here are some of the top challenges B2B companies are facing right now:
The digital transformation
In today’s world, offering an online platform for placing orders isn’t just an option—it’s a necessity. Customers expect 24/7 access to product catalogues, stock availability, personalised pricing, and order tracking. Without these capabilities, you risk losing business to competitors who are more digitally agile.
Managing complex sales cycles
B2B sales typically involve multiple stakeholders, larger orders, and longer decision-making processes. This complexity can slow down deals and stretch sales teams thin, especially if they’re bogged down with administrative tasks that could be automated.
Higher customer expectations
Today’s B2B buyers come armed with research, questions, and high expectations. They want personalised experiences, detailed product information, and real-time communication. If you’re not ready to meet them where they are, someone else will.
Operational inefficiencies
As businesses scale, managing sales, stock control, and customer accounts becomes increasingly complex. Without a streamlined process, orders can get lost, inventory might run out, and invoices can pile up—leaving both your sales team and customers frustrated.
Strategies for sales success
Build in-depth customer profiles
To succeed in today’s market, you need to know your customers inside and out. Go beyond the basics and gather insights into their specific needs, pain points, and purchasing behaviours. This allows you to tailor your approach, ensuring that each interaction feels personalised and relevant. Use this data to craft messaging that resonates with your buyers and gives your sales team the edge they need to close deals faster.
Seamless integration of online and offline channels
Modern B2B sales are no longer confined to one channel. Your customers expect to start their journey online—browsing your offerings, checking stock availability, and perhaps even placing smaller orders—before continuing the conversation with a sales rep for larger, more complex purchases. Ensuring your systems can handle both seamlessly is crucial. A unified approach across digital and traditional channels will not only improve efficiency but also create a consistent customer experience that builds trust and loyalty.
Optimise your stock control and warehouse operations
It’s not just about having enough stock—it’s about having the right stock in the right place at the right time. As order volumes rise, especially with the increasing shift towards smaller, more frequent orders, real-time visibility into your inventory is critical. Implementing an integrated stock control system ensures your sales team can confidently commit to delivery dates without the fear of stock shortages or delays.
The key here is automation. Manual stock tracking might have been manageable in the past, but with increased order volumes, it becomes a bottleneck. Systems that automatically update your inventory as soon as an order is placed give you the agility needed to stay competitive.
Efficient account and financial management
Managing customer accounts is often a time-consuming, tedious task, especially as order volumes increase. But it’s essential. Accurate invoicing, payment tracking, and financial forecasting can make the difference between a smoothly running business and one that’s constantly fighting fires.
Integrated accounting solutions can streamline this process by automatically generating invoices, tracking payments, and forecasting cash flow based on real-time data from across your business. When your sales, warehouse, and finance teams are all on the same page, it’s much easier to maintain accurate records and provide customers with the seamless service they expect.
Scale with a playbook of proven tactics
Don’t leave sales to chance. A well-crafted sales playbook provides your team with the tools, scripts, and strategies they need to consistently win business. Include targeted approaches for different customer types, stages in the buying cycle, and specific challenges they might face. This structured approach helps sales teams focus on what works, while also ensuring that messaging remains consistent across the board.
Pair this with regular coaching sessions, and your sales team will be well-equipped to handle even the most complex deals with confidence.
Future-proofing your B2B sales strategy
As the B2B market continues to evolve, businesses need to stay agile, and those that leverage the right tools will be best positioned for success. From stock control to accounting, having systems in place that streamline operations, improve visibility, and enhance customer satisfaction will set you apart.
That’s where the Orderwise Trade Portal can make all the difference.
More than just an online ordering system, the Trade Portal integrates directly with your back-office functions—stock control, warehouse management, accounts, and more. This seamless connectivity ensures that orders are processed efficiently, inventory levels are accurate, and customer accounts are always up to date.
For B2B businesses looking to take their sales to the next level, embracing digital transformation and operational integration isn’t just an option—it’s the path to long-term success. With the right strategy and tools like the Orderwise Trade Portal, you’ll be well-prepared to meet the demands of today’s buyers while staying ahead of the competition.