B2B Sales: The Art of Balancing Assertiveness and Consultation

"Is intermittent fasting good for you"? Excuse me?

In the complex world of B2B sales, a delicate dance takes center stage—one that involves the art of assertiveness and the finesse of consultation. But before we delve into the world of business and its nuanced communication, let's draw some context from everyday life.

A Tale of Two Lessons

First, consider my wife's journey with intermittent fasting. She followed her personal trainer's advice without considering her low blood pressure, leading to a rather unpleasant experience. It's a vivid reminder that one-size-fits-all approaches often fall short.

Secondly, as someone educated in the "French" style, my children attend a "British" school, leading to slightly different perspectives on history and how they perceive and interpret it. It's not a matter of one viewpoint being superior to the other; it's a testament to the richness of diverse educational backgrounds that can spark intriguing and passionate discussions.

Now, let's shift our focus back to the world of B2B sales. Success in this arena hinges on striking the right balance between assertiveness and consultation. How you strike that balance is influenced by a myriad of factors, including your educational background and the cultural context in which you operate.

Harmonizing Assertiveness and Consultation

As a professional regarded as an industry expert, I frequently field questions like, "Should we make the leap to a SaaS/cloud solution?" My answer, more often than not, mirrors the cautious "it depends" mantra. It's akin to the world of intermittent fasting—beneficial unless you have low blood pressure. "It depends" becomes the pivot.

In panel discussions and meetings, it's common to find experts offering quick, assertive answers without delving into the background or context of a question. Their assertiveness can be reassuring, bearing the mark of what Aristotle coined as "ethos"—credibility and authority. The advertising industry recognized the potency of this approach long ago, employing doctors to endorse products and leveraging their credibility to sway consumers. However, a one-size-fits-all assertion can sometimes be misguided.

In sharp contrast, consider the measured approach of a medical doctor. Before prescribing any treatment, a comprehensive assessment of the diagnosis takes place, involving a series of questions. Medical history and unique circumstances play pivotal roles in decision-making.

Two Vantage Points: Customer and Salesperson

This brings us to two vital perspectives within the B2B sales landscape: that of the customer and the salesperson.

Customer Perspective: Customers span a wide spectrum of knowledge and maturity on specific topics. For those with limited knowledge, the assertive salesperson may be seen as an expert, instilling confidence. However, in B2B sales, many customers are industry professionals themselves. In such cases, a consultative approach—one that prioritizes listening, understanding, and context—might be more effective in the long run.

Salesperson Perspective: Your educational background may have imparted an assertive communication style, often associated with confidence—a prized quality in leadership. Nonetheless, it's vital to acknowledge that your viewpoint is relative. In the French education system, for instance, the "thesis-antithesis-synthesis" approach fosters consideration of opposing viewpoints and empathy for counterparts. This skill is invaluable in sales, particularly when it comes to understanding and addressing customer needs effectively.

In Conclusion

In the intricate realm of B2B sales, assertiveness can indeed be a valuable trait. However, it must be thoughtfully and harmoniously combined with other essential skills like active listening, empathy, and adaptability. The balance between assertiveness and consultation hinges on your position in the customer journey or sales cycle. The most successful sales professionals comprehend that their perspective is relative. Striving to meet customer needs by finding common ground and forging lasting client relationships is the ultimate goal. Keep in mind that the power of a well-timed "it depends" can be transformative in the intricate world of B2B sales.