How To Gain A Competitive Sales Advantage In 2016

2015 has come and gone, and as a result there are many new trends in the sales industry. B2B companies are now maximising their use of technology to increase their sales. Gone are the days of mass email marketing with no personal touch. This year, it is essential to keep up with the latest trends in order to remain ahead of your competition.

In this article, I give you 5 tips on how you can gain a competitive sales advantage in 2016:

1. Social Selling & Content Marketing

In 2016, social selling and content marketing is not an option, it’s a necessity. Your potential clients are using social media on a daily basis. Whether it be Facebook, LinkedIn or Twitter; clients are looking for the next best supplier online.

In order to maximise social selling and content marketing as a strategy, you first need to understand your clients. Which social networks are your clients likely to join? What problems are your clients facing? How can you use social media to educate your clients?

Microsoft Advertising is a great example of using social selling as a strategy. We have seen them expanding their social media influence through an engaging AdCenter Community. They educate their customers via blogs, videos, podcasts and photos.

You can do the same. Engage with your clients through a blog, video and photos. If you feel that you don’t have the skills to engage with your client, hire a Blogger.

2. Build Your Network

As mentioned above, social selling and content marketing is very important. But what is just as important is networking. Having a page on Facebook is a good first step, but making sure that you actively network on Facebook is the next step. B2B networking can take the form of guest posts, comments, likes, or shares.

When it comes to networking, the rule is quality, not quantity. Don’t join all the groups on LinkedIn, but rather choose a few that you feel might advance your business.

Once you have joined some groups, read what others are saying about your industry. Comment, share and like posts in those groups.

3. Sales Enablement Tools

The sales enablement tools that we are seeing in 2016 are predictive sales analytics. With predictive sales analytics, you can track contact’s website visits and get notified when they are nearing a buying decision.

You can also use Twitter as a great sales tool by creating a Twitterlist. This will allow you to group contacts and see what those contacts are saying all at once. If you need help with creating a twitter list visit this page

4. Value Proposition

Consider your unique selling point. There are many other companies like yours, why should clients choose you?

Catch our blog series on Value Proposition, how to understand it and harness the power thereof, starting here.

5. Customer Retention Techniques

Nurturing the relationship with your current client base can bring in more clients. Make your customers feel that you are thinking about them.

Free offers and discounts are a good way to keep your clients interested in you. Make sure that you use these techniques smartly; making a free offer at the wrong time could have a negative effect. In my view, free offers should be made to clients at the bottom of the sales cycle, however, you will have to make that decision for yourself.


There you have it, 5 tips to improve your B2B business in 2016. Feel free to add your thoughts on some of the trends you think we will see in 2016.