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Business-to-Business Sales

via LinkedIn Learning


Learn how to be successful at business to business (B2B) sales. Review the B2B sales process, and get job hunting tips and insights for managers building out a B2B sales team.

Business to business (B2B) sales are often more complex than business to consumer (B2C) sales. There is more competition at the B2B level, and more stakeholders. Salespeople are trying to sell to experienced buyers, who want the best product at the best price. However, with the right techniques, B2B can be the place where salespeople shine. Learn exactly what it takes to be successful at business to business sales—whether you're moving from a B2C role or just starting your career in sales. Join Robbie Baxter, as she reviews over a typical day in B2B sales, from meeting with prospects to closing the deal. She provides insights into the skillset and personality of a successful salesperson, and tips for finding a B2B sales position. For sales managers and leaders, Robbie also provides some tips for building out B2B sales goals, structuring a sales team, and collaborating with the rest of the organization for ongoing success.


  • Welcome
1. B2B Sales Basics
  • Defining B2B sales
  • How B2B roles vary
  • The key distinctions between B2B and B2C
  • The difference between inside and outside sales
2. The Practice of B2B Selling
  • The sales process: Overview and parts
  • A typical day: B2B sales day
  • Ensuring a great initial prospect meeting
  • How to handle objections
  • Closing the B2B deal
  • How to handle missed B2B sales goals
3. How to Become Successful at B2B Sales
  • The ideal personality and skill set for B2B sales success
  • What makes B2B sales better (and worse) than other jobs
  • A typical B2B sales hiring process
4. B2B Organizational Issues
  • How to build out sales goals
  • How to structure a B2B team
  • Collaborating with the rest of the organization
  • Running a great sales organization
  • Next steps

Taught by

Robbie Kellman Baxter

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