From Good to Great: The Power of Routines in B2B Sales

Becoming an exceptional B2B salesperson is not something that depends exclusively on a stroke of luck or innate talent. While natural abilities can give you a good starting point, what will truly set you apart from the crowd is your ability to establish habits and routines that, when executed consistently, ensure predictable results. The sales process is a sequence that can be optimized over time, and the best salespeople are those who have identified the key routines that, when repeated consistently, generate success after success.

Let's consider what distinguishes a typical B2B salesperson from a truly excellent one. The average salesperson might have good days and bad days, often driven by intuition or the circumstances of the moment. However, the excellent salesperson has developed a series of solid habits, turning their actions into a systematic process that minimizes uncertainty and maximizes results. The difference between the two lies in repeatability and predictability.

The Importance of Repeatable Routines in B2B Sales

One of the main advantages of repeatable routines is that they eliminate the need to improvise. This doesn’t mean that flexibility isn’t important, but you should have a clear structure in your sales process. When you know exactly what steps to take at each stage of the sales cycle, you can focus on improving the finer details instead of getting lost in the basics.

For example, suppose one of your habits is making prospecting calls at 9 AM, Monday through Friday, for an hour. If you are consistent with this habit, not only will you continuously generate new opportunities, but you will also be refining your technique during these calls. Each interaction is an opportunity to learn, improve, and adjust your approach, but the key is that the action itself is already a habit, not something that depends on whether you "feel inspired" or not.

Another example could be your approach to sales meetings. Instead of going to each meeting with a vague agenda, you can develop a clear routine: start with a series of open-ended questions to understand the client’s needs, then present your value proposition aligned with those needs, and end with an agreement on the next steps. This predictable structure not only gives you confidence but also conveys professionalism and clarity to the client.

Predictability: The Key to Consistent Results

The concept of predictability is crucial in B2B sales. Salespeople often get frustrated because they can’t achieve their goals and attribute it to external factors: the market, competition, lack of client response, etc. However, what many fail to consider is that without consistent habits, it’s hard to foresee what results they will get. By establishing clear and repeatable routines, you can start to see patterns in your performance. How many meetings do you need to schedule to close a sale? How many prospecting calls must you make to generate a qualified opportunity? The only way to answer these questions confidently is by having a system that allows you to measure and adjust your efforts continuously.

An excellent salesperson knows that their success doesn’t depend on sporadically closing a big sale. Rather, it’s about creating a steady stream of opportunities, all fueled by their daily habits. Repetition creates familiarity, and familiarity brings confidence both for the salesperson and the client.

B2B sales involve selling to companies with complex processes and needs. Unlike B2C, decisions involve several stakeholders and take time. Success lies in building lasting relationships, deeply understanding client needs, and offering effective solutions. 

How to Build Routines that Lead to B2B Sales Excellence

Building these routines doesn’t happen overnight. It takes self-awareness and discipline. Here are some key steps to start developing habits that will take you from being a good salesperson to an excellent one:

1. Identify your most important activities: Not all the tasks you perform during the day have the same impact on your results. A great B2B salesperson knows that their time is valuable, so they prioritize activities that directly influence closing sales. Where are you investing your time? Is it in administrative tasks or activities that bring you closer to the client? Analyze your daily routine and ensure your habits focus on what truly matters.

2. Set a fixed schedule for your key routines: Prospecting is one of the most important activities for a salesperson, but also one of the easiest to postpone. To avoid this, assign a specific block of time each day for making prospecting calls, responding to follow-up emails, or scheduling meetings. By doing this, you ensure a constant flow of opportunities.

3. Automate and systematize what you can: Technology can be your best ally in developing efficient routines. Tools like CRM allow you to track your interactions with clients, ensuring you don’t miss opportunities due to a lack of follow-up. You can also automate reminders for your key tasks, helping you stay focused on what truly matters.

4. Refine your routines over time: It’s not just about establishing habits and leaving them in place forever. A good salesperson reviews and adjusts their routines based on the results they’re getting. If a tactic isn’t producing the desired results, tweak your strategy. Flexibility is part of excellence, but it must be built on a solid foundation of habits.

5. Be consistent, but not complacent: The key to success in B2B sales is consistency, but also continuous improvement. As you perfect your routines, don’t allow yourself to become complacent. There’s always room for improvement, and the most successful salespeople are those who continue to learn and refine their techniques, no matter how many years they’ve been in the business.

My Conclusion

Becoming an excellent B2B salesperson is essentially the result of applying repeatable routines with discipline and consistency. It’s not a magical formula, nor something that depends on chance. When you commit to taking the right actions, day after day, results become predictable, and success ceases to be uncertain. So, if you’re looking to up your sales game, start by analyzing your current habits and ask yourself: What routines can I implement that will lead me to excellence?

👉 Want to dive deeper? Visit my profile and explore everything I have for you! 

🚀 🔗 Books on Amazon: Discover my books on sales, leadership, and coaching. Find the resource that will drive you to success! 

📚 📖 Read more on my blog: Explore articles designed to boost your skills and knowledge.

📝 💬 Follow me on LinkedIn: Connect to receive valuable content on sales, coaching, and leadership. Transform your sales approach today! 🌟