In today’s fragmented marketing communications environment, brand managers have a dizzying array of options when it comes to how they can promote their products. Readers of this column may recall that we are simply obsessed with the “Marketing Mix” (aka the Four P’s of Marketing). These are Product (what we sell), Price (what we require in exchange for the product), Place (where we sell it), and Promotion (where and what we communicate about the product). And when it comes to marketing strategy, this is what planning is all about.

Products may be viewed along many different dimensions, from tangible goods to experience-based services, and from the macro brand level down to the smallest SKU. Price is almost always a signal as to how much value consumers should expect to get out of the product. Place involves distribution channels and choosing the right kinds of retailers for the types of consumers marketers are trying to reach. These first three P’s in the Marketing Mix set the foundation for the brand’s overall strategy, and marketers must set a robust Promotion budget wherein one or more messages can be delivered across multiple media over time, a process known as Integrated Marketing Communications.

So where does personal selling fit in?

Five Elements of Promotion

Simply put, Personal Selling is one of the Elements of Promotion, a useful framework for organizing marketing tactics in a strategic manner. There are several different versions of this approach with some elements differing across interpretations; but these elements are useful because marketers can create distinct, objectives-driven plans for each, especially if they are trying to address more than one segment of consumers. For example, advertising on broadcast television might be more effective than social media in reaching consumers over 65.

Achieving a revenue objective is the overall goal of any marketing effort, but communications efforts are better if they are evaluated using what are called “communications objectives,” which can often be specifically attributed to certain elements of promotion that marketers employ. By setting measurable objectives for each individual promotional activity, we can try to determine which strategies and tactics are working and which are not.

1. Advertising: Digital, broadcast, print and support advertising remain the foundation of Business-to-Consumer marketing communications. Ads are paid, non-personal (one-to-many), and come from an identified sponsor.

2. Public Relations: Rooted in working with traditional media and non-profits, PR has extended into social media, events and using influencers and brand ambassadors, among many other tactics.

3. Sales Promotion: Any value-adding incentive to encourage a consumer to act (usually to stimulate purchase but sometimes for inquiries and relationship building) could be considered a sales promotion. Coupons, rebates, rewards programs, deals, free gifts and in-store promotions are all examples of this element of promotion.

4. Direct Marketing: Traditional, snail mail, e-communications and telemarketing comprise the foundation of this element of promotion, but really any communication whose purpose is to generate an immediate and measurable response (which includes digital marketing, sales promotion, etc.) is considered direct marketing. Indeed this element crosses over with other elements depending upon their response-inducing intent.

5. Sponsorship: An agreement between a branded products marketer who wants to use sport and entertainment as a marketing vehicle, and the sport or entertainment property (a league, team or event). This is almost always a long-term partnership requiring ongoing marketing communications to support and leverage the sponsorship, so this element of promotion must be integrated with several other elements if objectives are to be met.

It’s not difficult to see that marketers must deliver potent messaging across multiple media to have much impact in this fragmented media environment, characterized by ever-diminishing spans of attention.

Which leaves us with Personal Selling, the sixth element …

Selling to Seal the Deal

In an attempt to make personal selling sound sexier to marketing students, academia has come up with the term “Professional Selling.” Nevertheless, employing this one-to-one function remains the foundation of business-to-business (B2B) marketing and is predicated almost entirely upon forming and maintaining successful exchanges through carefully managed interpersonal supply chain relationships with organizational buyers. And like most marketing functions, there is a defined process involved with several steps that has remained relatively unchanged over the last few decades. As one might imagine, things have become somewhat more complicated with recent advancements in communication technology.

B2B selling has become more complex for several reasons. Information overload, digital noise, shifts in buyer behavior, competition and saturation are some.

Now, more than ever, the role of B2B sales professionals extends beyond mere transactions; sellers need to be strategic partners integral to driving business success. Although technology has changed many aspects of business, traditional sales techniques remain important in the B2B marketplace.

The phrase “old school, new tools” in the context of B2B selling refers to the convergence of traditional, time-tested sales principles (old school) with modern technology and tools (new tools). It reflects the idea that successful B2B sales strategies involve a blend of established practices and innovative technologies to adapt to the changing business landscape. The core principles of building relationships, communicating value, and delivering customer-centric solutions remain foundational.

Let’s explore the sales process and how these enduring principles have stood the test of time, even in the face of unprecedented change:

The Selling Process

Prospecting: With the increased volume of information available in what has been aptly named “the information age,” effective prospecting and targeting is as essential as it has ever been. Indeed, we have come a long way from buying lists of “qualified” potential buyers. A seller’s time is their most valuable asset, so it is critical to qualify leads to ensure time is directed toward the most promising opportunities. Digital tools such as AI-driven lead generation and networking platforms enhance prospecting efficiency, but do not replace a seller’s ability to create personalized communication that cut through information overload and capture the attention of decision-makers. How many generic sales messages do you delete on a daily basis?

Finding new business at trade shows can be advantageous over leads sourced online or over the phone. Research from The Tradeshow Network indicates 81 percent of trade show attendees have buying authority and 67 percent of attendees don’t currently use the product or service of the exhibiting company. This combination of highly concentrated qualified leads and in-person interactions leads to higher conversion rates.

When in-person gatherings were halted during the COVID-19 pandemic, trade show organizers were forced to find alternative ways to host events. This led to shifts to digital platforms, and many shows permanently kept an option to attend virtually. While this may offer benefits to both organizers and attendees (such as reduced geographic barriers, travel costs and time away from their businesses), it doesn’t provide much in the way of human connection. After all, we are all primates with five senses to engage. A trade show floor and related networking events are spaces where sellers can build trust, confidence and personal relationships. Virtual events also can’t replace the connections that often happen in hallways, bars and other spaces.

Pre-approach/Approach: Understanding the buyer’s motivations, and the organization’s place on the supply chain as well as well as the nature of the end-user seems fundamental to all of this. Customers have access to limitless amounts of information and often conduct their own research before engaging with sellers. However, B2B purchases are complex and unique, and so customers need solutions that directly address their unique challenges and goals. Through needs assessment, sellers can uncover the unique needs of their customers, leading to a more comprehensive solution. In-depth needs assessment conversations are invaluable when creating a solution that meets the needs of both the customer and seller’s organizations.

In a digital landscape, where much of the communication happens virtually, the importance of genuine human connection is more important than ever. Building trust and relationships with customers has always been important and remains the cornerstone of effective B2B selling. A trusting relationship is more than a “warm fuzzy” concept—it is a requirement to facilitate communication and an honest needs assessment. Customers are more likely to share information and rely on recommendations from someone they trust. Although communication methods and platforms have evolved, sellers still need to approach customers with a desire to engage in meaningful conversation.

Presentation: In the sales presentation step of the personal selling process, the seller highlights the needs being met, features and benefits, competitive advantages, points of differentiation, and anything else that might help the buyer make a more informed (and the correct) decision.

Customers are looking for trusted advisors who are experts and can guide them through complex decisions. Sellers facilitate a more confident decision-making process by providing valuable recommendations based on a comprehensive needs assessment. Technology can provide insights and data in a visually pleasing way, but it is up to the seller to interpret what this means for the customer. Additionally, as experts in their field, sellers can help customers proactivity identify and prevent issues.

Handling Objections/Closing: First anticipating and then addressing the myriad objections prospects may have and then dealing with them one by one is the crux of this selling step. Indeed, it is better to build answers to the most common objections into the beginning of the sales presentation rather than wait to react to questions. But objections are often a sign of interest, and so it can be strategic to wait and handle some of them later. Here, the seller’s objective is to win the trust of customers by answering their queries in the right way so that customers are relatively free from tension on the selection of products.

Closing is about asking for the sale, not demanding it. But once objections have been addressed the proverbial “moment of truth” has arrived. Close early and close often as the saying goes, but too much pressure can result in conflict and, more importantly, buyer’s remorse. Trust and the relationship are paramount when finalizing a sale. Understanding a customer’s challenges and goals allows sellers to position their product as the optimal solution. Achieving common ground and a win-win outcome increases the likelihood of successful negotiation and closing. Strong relationships can reduce a customer’s sensitivity to variables that may be out of a seller’s control, such as price increases or shipping delays.

Follow-up/Account Management: The last step of the personal selling process, which may include varying degrees of account management, is Follow-up. Personal selling in the B2B world is not a one-time process, but rather a long-term, relationship-building process. Friends with benefits?

In Follow-up, when a sale is made, the seller tries to make contact again with the buyer to know the sold product meets the buyer’s expectations or not, to ensure the long-term bond, and make re-purchases.

The sales process is hardly over once a deal is finalized. The process continues as sellers provide support and education. Through this continued communication sellers can help customers maximize the benefits of the product. Nurturing the relationship is not only the right thing to do, but it also leads to additional sales in the form of upselling, cross-selling, and referrals. With an abundance of sales messages and options, decision-makers value recommendations from peers and colleagues.

It is important to note that the sales process is not a linear journey; rather, it requires ongoing adaptation as new information surfaces or customer needs evolve. Further, the variety of stakeholders within the customer’s organization adds to the complexity, since each has their own unique needs and perspectives. A seller who can actively listen, empathize, and adapt throughout the process will be a priceless resource for their customers.

While the business environment is constantly changing, the foundational principles of effective B2B selling have remained the same. These principles focus on human connection, customer-centric solutions, value communication and trust. Technology has made everything potentially more efficient, but there is no substitute for diligence and perseverance in the personal selling profession. It is a results-oriented, meritocracy where only the successful survive, and its professionals are instrumental in the revenue generation process that is so fundamental to brand’s purpose. The most successful sellers are those who find ways to leverage new technologies and tools to enhance the traditional principles. By focusing on these principles at each step, sellers can forge enduring partnerships that contribute to the success and growth of both organizations. NIE

Darrin Duber-Smith is senior lecturer at Metropolitan State University of Denver and former president of Green Marketing, Inc. April Schofield is senior lecturer and director of the Center for Professional Selling at Metropolitan State University of Denver.