B2B sales

Selling to organisations, where several people are involved and budget is approved rather than spent.

Example

A user champion, a manager, procurement and a security reviewer.

Important

In B2B nobody can say yes alone but almost anyone can say no. Map the whole buying group early or you will be surprised late.

Related terms

  • Buyer vs user — The person who pays is often not the person who uses it, and they care about different things.
  • Sales cycle — The time from first contact to signed contract.
  • ACV (Annual Contract Value) — The annualised value of one customer contract.

Lessons that explain it

  • Buyer versus user in B2B — The person who uses it is often not the person who pays. Building only for the user gets you loved and unpaid. (10 min)
  • Running a discovery call — A structure for the first real sales conversation, and how to end it with a next step that actually exists. (12 min)
  • Handling objections — Most objections are information, not resistance. The four you will hear constantly, and what each actually means. (12 min)

All 176 terms in the Founder glossary