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(SW)³/N = Some Will, Some Won't, So What, Next: The B2B Sales Approach

B2B Sales Approach Building Trust in B2B Sales: Crafting Connections for a Winning Approach

Before delving into the specifics of your precious products or services, establishing a bedrock of trust with your leads is super important to foster enduring relationships. These are some of the teachings I gather from Kent Summer, a highly experienced B2B sales practitioner who has provided strategy and execution skills in the B2B sales approach for decades. In this article, we'll explore strategies that elevate your sales game, all while aligning with a mindset focused on genuine connections and long-term partnerships.

A B2B Sales Approach and Mindset Equation

  • (SW)³/N = Some will, some won't, so what? Next!

Let's picture this; you managed to schedule a first meeting with an SQL (Sales Qualified Lead). Great! Believe me, that is already a victory in itself and it is worth celebrating. Now, here are some things to keep in mind when you are starting to validate if it will end up becoming your next client or not. Moreover, this B2B sales approach will help you discover if you are right for your lead and if the lead is right for you. Worst scenario, you close the deal and then you end up failing at providing a good service. Or you close the deal and the client ends up being a terrible experience for you and your team. We could spend the whole article writing examples of these two scenarios. Like it was mentioned before, let's focus on this B2B sales approach for building long-lasting partnerships and relationships.

Mindful Gratitude

Express gratitude for the time leads invest. Demonstrate empathy, understanding their pressures, and strive to build connections beyond transactional interactions. The human side of business is pivotal. Get to know your lead and have your lead get to know you. Trust has to be built. Find things you might have in common before any services are talked about.

Light Tone, Big Impact

Strike a balance between a casual tone and professional projection. Be approachable, yet exude professionalism. This delicate equilibrium, focusing on impact, sets the stage for meaningful connections.

Clarity Reigns Supreme

Amidst the digital clamor, prioritize clarity. Utilize visuals and videos to convey messages concisely. Less text, more impact, ensuring that your message isn't just spoken but genuinely understood.

Transparency & Brevity

When talking about your services and products be transparent and concise. Present the facts, keeping communication brief while incrementally providing value. In a world saturated with information, clarity is the beacon that guides authentic engagement.

Opt-In or Opt-Out Instances

All along the process, in every instance you might meet with your lead, make sure you engage with thoughtful questions, offering them the autonomy to opt "out" of your funnel when necessary. You must make peace and recognize that not every interaction will evolve into a deal, and that's perfectly acceptable. The sooner both, your lead and you, find out if you are a good fit for one another, the better. We will address this further in the article.

Facts Over Fluff

Cut through the noise by gathering hard-hitting facts about pain points, needs, and costs. Precision is key, solutions should address real problems authentically, without unnecessary embellishments.


Understanding Pain Points

  • Fluff Question: "Would you say your current processes are efficient?"

  • Facts Over Fluff Question: "Can you share specific instances where your current processes have led to production delays or challenges in inventory management?"

Identifying Needs

  • Fluff Question: "Would you be interested in features that enhance sustainability?"

  • Facts Over Fluff Question: "How does your company currently address sustainability and compliance in your manufacturing processes? Are there specific areas you're looking to improve or optimize in this regard?"

Assessing Costs

  • Fluff Question: "Is pricing a significant factor in your decision-making process?"

  • Facts Over Fluff Question: "In analyzing companies similar to yours, we often find challenges related to unexpected costs. Can you share any specific instances where unforeseen costs have impacted your current processes or projects?"

Workflow Optimization

  • Fluff Question: "Would you like a more streamlined workflow?"

  • Facts Over Fluff Question: "Can you walk me through your current workflow and highlight any bottlenecks or areas where you feel there could be improvements in efficiency?"

Competitive Landscape

Fluff Question: "Are you interested in staying competitive in your industry?"

Facts Over Fluff Question: "How do you currently perceive your position in the market compared to your competitors? Are there specific challenges or opportunities you've identified that we should be aware of?"

Technology Integration

  • Fluff Question: "Would you be open to adopting new technology?"

  • Facts Over Fluff Question: "What existing technologies or systems are currently integrated into your manufacturing processes? Are there any gaps or compatibility issues you've encountered?"

Value Beyond Price

Frame solutions as addressing substantial challenges with equally substantial value. The focus here is on impact, transcending the merely monetary aspect. It's about the value proposition, not just the price tag, the "demo trail" or the discount offer. Always keep in mind that if you are solving a $1 problem for a million users, it’s a million-dollar problem that you are solving. If you understand this correctly, you won't be afraid of telling your lead how valuable is your solution and you will also be giving the opt-in/opt-out opportunity to your lead. Again, you must approach these instances with confidence. You must go to these meetings having peace with the idea that your lead might not have enough budget or simply might not be ready to work with you.

Knowing the Domino Effect

Understand the consequences of your solution. Be aware of the potential domino effect, recognizing that implementing your solution may result in the replacement of certain elements.

Transparency is key

In adopting this mindset and incorporating these principles into your B2B sales strategy, you're not just closing deals; you're crafting connections. Trust becomes the bridge to enduring partnerships. Embrace the tone, the style—forge ahead with purpose, clarity, and a touch of finesse.


In B2B sales, the journey begins with trust, and trust is not just earned; it's cultivated. By adopting the (SW)³/N mindset and embracing the strategies outlined, inspired by the wisdom of thought leader Kent Summers, you're not merely navigating the complexities of transactions, you're fostering genuine connections that stand the test of time.

Remember, it's not just about the products or services you offer; it's about the relationships you build. The ability to connect authentically, understand needs empathetically, and provide real value is what sets apart the trailblazers.

So, as you embark on your B2B sales endeavors, carry with you the essence of purposeful engagement, the power of facts over fluff, and the art of transparent, concise communication. Let gratitude and empathy be your guides as you navigate through the intricacies of the business landscape.

In the world of B2B sales, where transactions often lead to transformations, trust is your greatest asset. So, go ahead and embrace the mindset, apply the strategies, and watch as your connections flourish, taking your business to new heights.


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