By Garrett Hollander,

But when you think about it, there are only three real drivers that a B2B buyer looks for in a B2B solution (whether consciously or subconsciously). Every single B2B sales transaction can be reduced to one or more of the following three drivers:

• Save or Make Money
• Speed Up Cash Flow
• Increase Efficiency

I know I’m drastically simplifying it, but these three simple motivators are what B2B buyers are truly looking for – the most pertinent decision criteria behind every B2B sales decision. Take note here, folks. Does your value proposition address one or more of these three? Or are you (inadvertently) fuzzing up your message with guff about technical descriptions, obscure features, or otherwise impertinent buzzwords that pervade the sales-speak of B2B sales people?

We’ve developed B2B lead generation programs for many, many clients, and one of the absolutes we’ve come to accept is that a solution must address one or more of these three simple issues. So how can companies adjust their B2B sales strategy to address these fundamental drivers?

Save or Make Money

One of the old B2B sales maxims is that you should compete on value, not price. Don’t kid yourself. There’s usually some competitor offering a better price. However, if you can address value and also offer prospects a cost savings, you can probably get your foot in the door.

On the other hand, if your solution helps clients increase revenue, it’s imperative that you properly demonstrate how. Your B2B sales life depends on it. If prospects can’t draw the connection between your solution and increased revenue, you’ll be sunk.

Speed Up Cash Flow

If cash is king, then cash flow is the kerosene that keeps the electricity on in the kingdom. Cash flow is one of the most critical components of success for a business. Quite simply, companies that don’t have good cash flow management can’t make the investments required to compete effectively. The most likely B2B solutions that fall into this category of helping increase cash flow are accounting solutions that make it easier for clients to pay, invoicing solutions, and other accounts receivable solutions.

Increase Efficiency

This is you if your primary value proposition is one that helps your clients:

• get things done quicker
• reduces wasted time
• and/or increases overall productivity

If this is you, efficiency may be harder to quantify so you need to be ready to quote specific details and statistics related to efficiency gains. Exactly how much faster can your solution help get things accomplished? Specifically, how much does your software solution increase productivity and decrease wasted effort? Can you put a dollar value on that? Time is money. Demonstrate to your customers how your solution helps realize better value from their resources. Do that and you can earn that precious sales appointment.