Outsourcing Sales in B2B: The Complete Guide

In the competitive world of B2B (Business-to-Business), effective sales strategies are essential for growth and profitability. However, for many companies, building an internal sales team capable of managing all aspects of the sales process effectively can be a challenge. Outsourcing sales in B2B, or “sales outsourcing,” offers a powerful solution to help companies achieve their sales goals without the high costs and complexity of a fully in-house team.

Table of Contents:

• What is Sales Outsourcing in B2B?
• Advantages of Sales Outsourcing in B2B
• Disadvantages of Sales Outsourcing
• Why Consider Sales Outsourcing in B2B?
• Types of Sales Outsourcing Services for B2B
• In-House vs. Outsourcing: A Comparison
• How Sales Outsourcing Works in Practice
• Successful Cases of Sales Outsourcing
• Tips for Effective Sales Outsourcing in B2B
• Sales Outsourcing Trends in B2B
• Considerations for Outsourcing Sales in B2B
• Need Help? Is Sales Outsourcing the Right Choice for Your Business?

What is Sales Outsourcing in B2B?

Sales outsourcing in B2B means that a company contracts out its sales processes (or parts of them) to an external partner or organization specializing in sales. This external provider can handle lead generation, customer management, and even closing deals. The goal of sales outsourcing is to help companies increase their revenue by leveraging the expertise and resources of a specialized partner.

Advantages of Sales Outsourcing in B2B

Outsourcing sales offers various advantages for B2B companies:

• Cost Savings: No need to establish and maintain an expensive internal team.
• Access to Expertise: Utilization of specialized knowledge and experience in sales.
• Faster Scalability: External partners can scale quickly to meet changing business needs.
• Increased Focus on Core Activities: Companies can concentrate on their own strengths, like product development.

Disadvantages of Sales Outsourcing

While sales outsourcing in B2B offers many benefits, companies should also consider some drawbacks:

• Loss of controle: Less oversight over the sales process and how leads are approached and deals closed, potentially leading to inconsistencies with brand identity.
• Communication Challenges: External partners may be less familiar with the product and company culture, which could result in misunderstandings or loss of potential customers.
• Impact on Customer Satisfaction: External partners may not be equally focused on customer loyalty and long-term relationships, which could lead to lower customer satisfaction.
• Unexpected Costs: Costs may increase due to performance bonuses, variable fees, or extra services that were not anticipated.

Why Consider Sales Outsourcing in B2B?

Several reasons drive B2B companies to outsource their sales activities. Key factors include:

• Lack of Internal Expertise: Sales is a specialized skill. Companies focused on specific niches may lack the know-how to generate and convert leads effectively.
• Scalability: When companies want to grow rapidly, an external team can facilitate scaling without delay.
• Lower Risks: By working with an external partner, companies can experiment without full long-term commitments.

Types of Sales Outsourcing Services for B2B

Various forms of sales outsourcing are available for B2B companies, each with specific advantages:

1. Lead Generation

Outsourced lead generation involves:

• Identifying potential customers
• Segmenting leads based on demographics and behavior
• Establishing lead qualification processes

2. Telesales and Cold Calling

For companies seeking direct customer interaction, telesales or cold calling offers benefits such as:

• Higher customer engagement
• Direct feedback
• Improved lead conversion

3. Account Management

Maintaining customer relationships is crucial for sustainable growth.
Outsourced account management involves:

• Regular customer communication
• Handling inquiries and issues
• Seeking cross- and upsell opportunities

In-House vs. Outsourcing: A Comparison

How Sales Outsourcing Works in Practice

The process of outsourcing sales typically involves these steps:

1. Define Goals: The company decides what it aims to achieve (e.g., more leads or higher conversion rates).

2. Partner Selection: Choose a partner with expertise in the specific industry.

3. Implementation of Sales Processes: The external partner executes strategies, from lead generation to closing deals.

4. Monitoring and Optimization: Regular evaluations to ensure the effectiveness of the outsourcing arrangement.

Successful Cases of Sales Outsourcing

Here are some examples of successful cases where companies outsourced their B2B sales to grow faster and enter new markets.

• HubSpot and Partner Sales: HubSpot outsourced part of its B2B sales to specialized sales partners to expand outside the United States. By leveraging local partners familiar with specific markets, HubSpot significantly increased its presence in Europe and Asia. This model enabled HubSpot to quickly adapt to market demands and increase brand awareness without building an extensive internal team.Read more about it here.
• Siemens and Regional Sales Partners:
  Siemens has long used regional B2B sales partners to serve sectors like healthcare and industrial technology. By outsourcing sales to local experts, they could quickly meet diverse market needs and sell complex technologies more effectively. This model helped Siemens increase market share in competitive sectors requiring specialized knowledge. Read more about it here.
• Canon’s Outsourcing for Complex Products: Canon employed external partners to sell technical and industrial products, such as high-end printers and medical equipment. These external teams received specific training to explain the technical benefits of Canon’s products and expand into markets like Latin America. This approach not only increased sales but also streamlined the sales process through partner expertise. Read more about it here.
• Xerox’s Use of External Lead Generation: Xerox applied sales outsourcing to expand the B2B market in Europe. By engaging external parties for lead generation, Xerox could focus on closing deals with already qualified leads, improving efficiency and creating targeted marketing.

Tips for Effective Sales Outsourcing in B2B

When outsourcing sales in the B2B sector, it’s important to use the right approach. Here are some tips:

• Choose the Right Partner: Look for a partner with experience and knowledge of the relevant market.
• Define Clear KPIs: Use KPIs to measure the external partner’s performance.
• Maintain Regular Communication: Stay updated on progress and challenges.
• Consider Customer Satisfaction: The external team should work in the same customer-oriented way as an internal team.

Sales Outsourcing Trends in B2B

In the modern B2B world, several trends impact sales outsourcing:

1. Digitization of Sales

Increasingly, sales processes are digital. An outsourced partner can help implement digital tools like:

• CRM software for better customer management
• Marketing automation for more efficient lead generation

2. Data-Driven Sales

Data plays an increasingly important role in B2B sales. External partners can assist in gathering and analyzing data to:

• Predict customer behavior
• Optimize sales processes

3. Focus on Customer Success

Customer success is increasingly important in B2B. Companies now also outsource customer management and support to maximize customer satisfaction.

Considerations for Outsourcing Sales in B2B

Sales outsourcing isn’t always the perfect solution. Consider these factors:

• Cost Structure: While it can be cost-effective, pay close attention when structuring cost agreements.
• Risk to Customer Experience: An external partner must uphold the same high standards as the internal team.
• Insight and Control: Outsourcing sometimes reduces control over the sales process.

Need Help? Is Sales Outsourcing the Right Choice for Your Business?

Outsourcing sales in B2B offers an attractive alternative for companies seeking growth without the high costs of an internal sales team. By choosing a reliable partner, companies can benefit from economies of scale, specialized knowledge, and improved efficiency. With the right partner and a well-defined strategy, sales outsourcing can be a valuable addition to any B2B organization. Contact us to boost your sales results.