b2b sales 3 whysAs you know, in B2B sales, you are going to run into objections, especially in today’s pandemic world.

And although there are many objections that could be thrown your way, there are three WHY questions you need to answer, before anyone will buy from you. And these questions are especially important in today’s pandemic world.

These three WHY questions, in B2B sales, are;
1. WHY Change?
2. WHY Now?
3. WHY Your Company?

All of these questions will come when you have contacted your B2B prospect first, about your products or services. These questions don’t usually come if they have contacted you first.

However, you should always be proactively contacting your ideal prospective clients, until they tell you not to.

Let’s look at each of these in more detail.


This question, of course, is the most common question you will get. It really is simply a variation of the “status quo” objection you will get in most B2B sales situations.

Your biggest competitor is always the status quo.

There is really only one true reason any B2B company will change. The reason is that they are not reaching their goals – IE: they are not getting the results they want or need.

But most B2B companies won’t change right away. They believe that if they keep doing the same things over again, they are bound to find results somewhere.

Of course, that is what Einstein called the definition of insanity – Doing the same things over and over, and expecting different results.

So, find out first if they are getting the results they wanted, and if not show them what it is costing them by their inaction to change.

If they are getting the results they want, the chances of them changing right away are pretty slim, so keep sending them marketing materials, because eventually they probably will need your products and/or services.

Focus on companies that are not getting the results they want for the immediate future.


Again, always be aware that your biggest competitor is the status quo. So, in all B2B sales you need to give them a reason to change now. Their Cost of Inaction is a great way to show them.

But as always in life, timing is everything.

As an example, as I write this article, it is November, and most B2B companies don’t believe this is a good time to start a sales training and coaching program.

They don’t want to distract their sales and marketing team from closing deals until the year is over.

And of course, when the year has ended, then they figure that the early part of the year is not a good time because they don’t want their sales and marketing to take their eye off the ball of making quota.

All the while, research has shown that over 50% of B2B sales people won’t make quota again this year or next year, or the year after that, etc., until these B2B sales and marketing people get the right training and coaching.

So, when is the best time to start with a new program, your product and/or service?

Let me emphasize it – NOW IS ALWAYS THE BEST TIME

This is true for whatever you are selling.

You need to show people what their Cost of Inaction is.

You need to come up with your own Cost of Inaction for your company, so you can prove to your prospects what they are losing by inaction.

If you are having trouble with this, please contact me and we can work it out together.


Let me give you an example of my company.

In this case, it is why would you do business with me? Why would you want me to train and coach you and your B2B sales people and marketers.

Without going into a long explanation, I have trained and coached thousands of B2B sales people, marketers, executives and business owners for over 25 years. I have also been where you have been, as I have owned, built and sold two successful B2B businesses.

Most importantly, I know how to help you get the results you want.

My clients have all received 25% to 100% more revenue than originally forecast, after taking my programs and coaching, all within one year.

Here is what a client said.

“Ian helped Firmwater… consistently generate 30 to 40 leads per month, up from only 4 to 5 leads per month before Ian started consulting with us. We have no hesitation in recommending Ian to any business to help them increase their revenues and client base significantly over a short period of time.” -Rich Williams | President – Firmwater Inc.

So why should your prospects and clients buy from you?

You need to come up with the way you can deliver the results they want.

4. How to deliver the results your prospects want to get, starting TODAY!

I have developed, along with colleagues who have become senior executives and business owners, a B2B Sales & Marketing System, based on my 40+ years in B2B sales & marketing, that will show you how to deliver the results your B2B prospective clients want, especially in today’s changing world.

Simply click my email in my signature below, and send me some times you have available and let’s talk about the results you can achieve in your business, by applying the right system to your business.

Ian Dainty
Kind regards,
Ian Dainty
Ian Dainty’s Email


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