Written by Courtney Morey

It’s a tough selling market for B2B businesses right now if you’re not selling to businesses who are looking to buy. 

Many businesses are putting their operations on pause due to shut-downs and that’s bad news for guys like us, right? Wrong. 


There are many B2B businesses that are thriving right now. For instance logistics, server virtualization, manufacturing, eCommerce, Digital Marketing are all seeing revenue climb in Q2. 

There are opportunities to sell your product, you just have to figure out who needs it. 

You should be focused on these three things: Listening, Helping, and Developing Relationships. Screen Shot 2020-05-06 at 7.49.30 PM

A common knee-jerk reaction is to blast out sales pitches. Jason Zagami, the founder of Seedling, has been receiving a constant stream of what seems to be carbon copies of sales pitches on LinkedIn.

While many salespeople think you’re being effective by rapid-firing sales pitches, you’re actually endangering potential relationships. 

In a recent article from April 2020, eMarketer.com states that now is not the time to get aggressive with sales,

“[B2B companies] will come off as insensitive and turn off buyers who face tough decisions about where they need to cut. Instead, B2Bs should show compassion and offer solutions and deals while being consultative.”

You won’t need to be aggressive when you’re engaging the right people and you'll learn where you needed by listening.



Active Listening 

For instance, instead of sending mass-emails out, Seedling uses our connections to guide where we're focusing our attention. Our business intelligence systems alert us when a contact signs up with Hubspot. We then immediately send them a Free Online Onboarding Resource Guide and then offer to help in any way that we can. 

Our email is offering support in something that the recipient is already interested in. Our help is free and valuable, and because of that, it leads to a successful conversation. 

“After this email is opened, 8/10 times it results in a great conversation and 50% of the time it leads to immediate work, but either way you build a relationship with someone new,” Jason explains.

Actively listening to someone’s questions and concerns during this time is crucial because it will show your value when you can answer them, and you know during uncertain times there are certainly many questions. You can find another example of how to actively listen to your customer base in one of our previous podcasts.



Give a Helping Hand

If you don’t have a natural connection or a resource that can connect you to people like we do with HubSpot, you can hop onto online forums and private groups on Facebook and LinkedIn - these are your networking events now! Here is where you’ll learn what people in your field are talking about, what they’re worried about, and what they need help with. 

Don't be passive, If you know the answer to any of the questions that you see posted online, speak up and share it with the group! You'll become an expert in the conversation.

Which leads us to our next step.


A Helping Hand Can Lead to a Hand Shake

Now that you’ve listened to your audience, you know what problems you’re looking to solve. This is a time to listen and to help not to sell and shout. If you are able to offer solutions to people rather than pitches and products then you will be able to build relationships. 

People are nervous about the future of their businesses, if you can offer consistent advice and knowledge, you will establish trust and prove yourself invaluable. 

Jason ensures, “If you provide the right people with great help and resources, you’re the person that they will go to when they have a need. Develop relationships, be helpful, and don’t expect anything in return."

Developing relationships is always the answer, and there are many opportunities to answer questions during uncertain times. 

If you would like to learn more about Active Listening, download our Free Slide Deck.

Request Our Free Active Listening Resource