{"id":39171,"date":"2026-08-24T10:41:03","date_gmt":"2026-08-24T08:41:03","guid":{"rendered":"https:\/\/www.cirrus-shield.fr\/?p=39171"},"modified":"2026-11-10T12:51:26","modified_gmt":"2026-11-10T11:51:26","slug":"top-4-b2b-sales-techniques","status":"publish","type":"post","link":"https:\/\/www.cirrus-shield.fr\/en\/article\/top-4-b2b-sales-techniques\/","title":{"rendered":"The top 4 B2B sales techniques"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">The subject of <strong>sales techniques<\/strong> is vast, and no single article will exhaust it. We have selected four approaches that have the advantage of being practicable day to day, with no extra budget or tool, in a B2B context.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What they have in common: they rely on contacts you already have, rather than on winning over complete strangers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here is how to put them into practice and, above all, how to combine them. The team behind our <a href=\"https:\/\/www.cirrus-shield.fr\/en\/\">automatable and flexible CRM<\/a> tells you everything.<\/p>\n\n\n\n<div class=\"blog-checklist-box\">\n    <div class=\"checklist-title\">Key takeaways:<\/div>\n    <ul>\n        <li><strong>Follow-up<\/strong> is the most profitable technique, and the most neglected for fear of disturbing people.<\/li>\n        <li><strong>Referrals<\/strong> almost never come spontaneously: you have to ask for them.<\/li>\n        <li><strong>Lead nurturing<\/strong> works on prospects who are not yet ready, over several months.<\/li>\n        <li><strong>Social selling<\/strong> operates where buyers now do their research, before any contact.<\/li>\n        <li><strong>Two timescales<\/strong>: follow-up and referrals produce quickly, nurturing and social selling produce for a long time.<\/li>\n    <\/ul>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Follow-up<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">It is easier to sell to an existing customer than to a stranger: it is a commonplace of the trade, and it is confirmed every day. Yet many salespeople neglect their customers for lack of regular follow-up.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Sales follow-up<\/strong> therefore comes top of this ranking. It is aimed at customers or prospects who already know you, which removes the most costly step: getting identified.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The obstacle is almost always psychological. Getting back in touch feels like disturbing or pushing. The answer is to give yourself a <strong>legitimate reason to call<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>a study or publication you have just produced;<\/li>\n\n\n\n<li>a comparable project you have just delivered;<\/li>\n\n\n\n<li>something new in your offer;<\/li>\n\n\n\n<li>a regulatory change that affects their sector;<\/li>\n\n\n\n<li>a time of year suited to review or budget preparation.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">All that remains is not forgetting to do it, which means scheduled follow-ups rather than good-will follow-ups. This is exactly what <a href=\"https:\/\/www.cirrus-shield.fr\/en\/automatisation-workflows\/\">workflow automation<\/a> makes possible.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Referrals<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A referral occurs when a customer puts you in touch with someone likely to become one. It is the channel with the best conversion rate, and the most under-used. There are four forms.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Word of mouth<\/strong>, which circulates without your intervention and which you do not control.<\/li>\n\n\n\n<li><strong>Suggested referral<\/strong>: you simply invite your satisfied customers to talk about you around them. Put without heaviness and repeated, it ends up producing results.<\/li>\n\n\n\n<li><strong>Solicited referral<\/strong>: at the end of a service, you measure satisfaction, then explicitly ask for an introduction.<\/li>\n\n\n\n<li><strong>Referral with a reward<\/strong>: a commission or benefit if the introduction succeeds. Beware, this form must be transparent towards the prospect, otherwise it damages the trust it was supposed to exploit.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">A satisfied customer readily recommends, but <strong>few salespeople think to ask<\/strong>. That is the whole difference between waiting for word of mouth and organising it. And in every case, thank the person who recommended you: it is what decides whether they will do it again.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Lead nurturing<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Lead nurturing consists of maintaining the relationship with prospects who are not yet ready to buy. The aim is not to convince them straight away but to <strong>accompany them in their thinking<\/strong>, with content that genuinely helps them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The more the information received matches the prospect&#8217;s profile and timing, the better the technique works. This requires segmentation, therefore a properly qualified database, and <a href=\"https:\/\/www.cirrus-shield.fr\/en\/lead-generation-qualification-capture-scoring\/\">lead management<\/a> that distinguishes levels of maturity.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A common-sense remark on formats: favour what can be consumed quickly. A diagram, a concrete case or a short video go down better than a thirty-page document that nobody will open.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Social selling<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Social selling consists of identifying, following and engaging prospects through professional networks. In B2B, that concretely means LinkedIn, supplemented by the specialist communities and media in your sector.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This technique has established itself for a simple reason: <strong>buyers now do a great deal of research before contacting any supplier<\/strong>. If you do not exist at that stage, you enter the race a lap behind, if you enter it at all.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The practice differs from classic prospecting on one point: you give first, you ask afterwards. Commenting with relevance, sharing a useful analysis, answering a public question builds a legitimacy that a prospecting message never builds.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to combine them<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">These four techniques do not play out on the same timescale, and that is precisely what makes them complementary.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Follow-up and referrals<\/strong> produce quickly, but their volume is capped by the size of your portfolio. <strong>Nurturing and social selling<\/strong> take months before paying off, and then feed a steady flow.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The practical consequence is simple: <strong>do not wait until you need customers to launch the slow techniques<\/strong>. A company that starts its groundwork the day its order book empties will suffer the delay in the middle of a cash-flow crisis.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The balance is then tuned to your situation, and managed from your <a href=\"https:\/\/www.cirrus-shield.fr\/en\/sales-pipeline-management-kanban-forecasting\/\">sales pipeline<\/a>, the only place where you can see where signed deals really come from.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Your questions about sales techniques<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">How often should you follow up with an existing customer?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">There is no universal rhythm, but there is a principle: <strong>follow up when you have something to say<\/strong>. A contact every quarter with a real reason is better than a monthly contact with no content.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How do you ask for a referral without embarrassment?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">By asking at the right moment, just after satisfaction has been expressed, and by being specific. <strong>&#8220;Do you know anyone in this situation?&#8221; gets an answer<\/strong>, &#8220;think of me&#8221; gets none.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Is lead nurturing suitable for small organisations?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Yes, provided you stay modest on volume. <strong>Three genuinely useful pieces of content are worth more than an ambitious programme abandoned after two months<\/strong>, which is the most frequent scenario.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Does social selling replace telephone prospecting?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">No, it prepares it. <strong>A call to someone who has already come across you online<\/strong> is nothing like a cold call. The two combine rather than substitute for each other.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Which should you start with when starting from zero?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">With following up your existing contacts, even old ones. <strong>It is the only technique that produces from the first week<\/strong>, and it costs only time.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Follow-up, referrals, lead nurturing, social selling: the 4 most effective B2B sales techniques and how to combine 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