--- title: Mastering B2B Sales and The Revenue Growth Blueprint | The Sales Blog description: The Revenue Growth Blueprint provides a map to the major enablement projects and the major skills of a consultative salesperson. image: https://www.thesalesblog.com/hubfs/custom-video-thumbnails/21-ian_hubspot_revenue_growth_blueprint_v3%20(Original)-thumb.jpeg --- ### [Now booking SKO meetings for 2026/27! 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We built the [Revenue Growth Blueprint](https://www.thesalesblog.com/revenue-growth-blueprint-lp?hsCtaTracking=b2913e6b-029b-4079-96bb-20e4ad251bc6%7C0be35f14-e0a8-4899-8f2c-41bedffe757f) to suggest a path for training, developing, and enabling salespeople to succeed in our current environment. ## Enabling B2B Sales There are a few enablement initiatives that can give salespeople an edge. Some of them come from experience, others can be trained, and most of them require a combination of coaching and practice to perfect. ### **Value Creation Strategies** What is missing from most sales training and development is the lack of [value-creation strategies](https://www.thesalesblog.com/blog/7-value-creation-strategies). Without the ability to create value in the sales conversation, salespeople have a difficult time getting a second meeting or winning the clients’ business. These strategies lead a prospective client to prefer to buy from your salespeople. ### **Information Disparity** Most of the legacy approaches to B2B selling have the [salesperson and the client having information parity](https://www.thesalesblog.com/blog/how-to-maintain-information-disparity), meaning they have the same information. Effective salespeople using a modern approach are likely to have information disparity—specifically, they know more than their client. When a salesperson shares information that the client can easily find on the sales organization’s website, it’s a sign that they don’t have information their clients lack. To reach information disparity, a sales force needs business acumen, information, and insights that are unavailable to the client. When salespeople cannot offer this, buyers will look elsewhere for help. ### **Building Insights** Both enablement initiatives above require a set of insights that ensure information disparity and the ability to create value for clients. They also require salespeople to be able to communicate how this information relates to the client’s challenges. These insights provide the sales force with the ability to provide a better sales experience for their contacts. ### **Executive Briefing** [Using an executive briefing](https://www.thesalesblog.com/blog/how-the-executive-briefing-changes-your-client-relationships) can create value for the client in the first minute of a sales call. It also positions [the salesperson as an expert and authority](https://www.thesalesblog.com/blog/one-up-and-the-power-of-authority). An executive briefing provides a view of the headwinds and tailwinds that the client is facing and the changes they will need to make to improve their results. This is part of the communication that is so important to building insights. ### Training and Development Once you have provided your sales team with necessary enablement initiatives, you must develop their competencies and skills. ### **Consultative Prospecting** We have been writing about the coming apocalypse of cold outreach for some time here. Between the spray-and-pray approaches and automation, buyers are ignoring sales emails and the meetings they ask for when they make a cold call. Consultative prospecting relies on enablement to cut through the noise by ensuring salespeople have something to say about what is important to their prospective clients. This is how you differentiate and win [a first meeting](https://www.thesalesblog.com/blog/the-value-proposition-of-your-first-meeting-in-b2b-sales). ### **Gaining Commitments** Selling is a series of conversations and commitments. The linear sales process died and was replaced by a nonlinear, dynamic conversation that is difficult to manage. The critical skill for success is gaining commitments. The salesperson is now responsible for facilitating the buyer’s journey and leading the client toward the better results they need. Outside of asking for a meeting, salespeople are generally unequipped to manage the sales process. See: [The Lost Art of Closing: Winning the 10 Commitments That Drive Sales](https://amzn.to/3nQAmCx). ### **Addressing Objections and Concerns** Some contacts will make objections, but this is typically a sign that they have real concerns about significantly changing their business. Treating these real concerns as if they were superficial objections causes longer sales cycles, disengagement, and lost deals. Your contacts need a salesperson who can provide them with the certainty that they need to change and the confidence to buy from your organization. ### **Advanced Discovery** Asking the client about their problem and their pain points leads to poor discovery. Once salespeople hear the client mention a problem, they generally want to propose their solution. Over time, the discovery call has been completely commoditized. Each salesperson sounds like the next. There are four areas of discovery that are [critical to understanding the root cause](https://www.thesalesblog.com/blog/the-new-discovery) of the client’s problem and how to improve their outcomes. ### **Professional Differentiation** Your company and your solution are good. So are your competitors. Most sales forces have been taught to believe that their company is different and better, usually because a solution has certain features or options. This isn’t true differentiation. Salespeople differentiate themselves and their company by teaching the client how to make strategic business decisions. We call this triangulation strategy, and you can learn more about it in [*Elite Sales Strategies: A Guide to Being One-Up, Creating Value, and Becoming Truly Consultative*](https://amzn.to/3KGrjgx). ### **Building Consensus** Buyers need consensus to move forward. A consultative salesperson will have an easier time helping the client through a messy and often political process than a salesperson that cannot guide the process. [Consensus isn’t going away anytime soon](https://www.thesalesblog.com/blog/the-new-rules-of-building-consensus), and without taking care of the stakeholders, you risk losing. You need to train this competency. ### **Presentations and Proposals** Your contacts have seen slide decks that answer the question “Why us?” There are better ways to open a presentation and starting with the question “Why change?” is one of them. Most sales organizations present their sales presentations in the wrong order. You create greater value by reversing the order. ### Negotiation Mastery A lot of what we do in B2B sales is negotiating. We negotiate meetings, access to stakeholders, pricing, and terms. Most salespeople who lack training will disengage from the negotiation with a client and negotiate a concession with their sales manager. Your salespeople should be trained to negotiate instead of providing concessions. [Buyers have changed. You might not have done so yet](https://www.thesalesblog.com/blog/your-buyers-changed.-you-didnt). But it is time. ## Mastering B2B Sales and the Revenue Growth Blueprint It is important for sales leaders and sales managers to enable and train an approach that works in this ever-evolving sales environment. [The Revenue Growth Blueprint](https://www.thesalesblog.com/revenue-growth-blueprint) provides a map to the major enablement projects and the major skills of a consultative salesperson. Without enablement, it is more difficult to create and win new clients and generate net new  B2B revenue growth. Without the training and development, your sales force will be challenged to win the deals that will allow you to achieve your sales goals. While others focus on technology, you would [give yourself a strategic advantage by working on increasing your win rate, as it is how you succeed in sales](https://www.thesalesblog.com/blog/how-to-make-your-sales-force-your-strategic-advantage). [![New call-to-action](https://no-cache.hubspot.com/cta/default/2922376/b244ccb3-3105-475e-add2-28052d55bd3e.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/b244ccb3-3105-475e-add2-28052d55bd3e) ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [2023](https://www.thesalesblog.com/blog/tag/2023) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on June 17, 2023 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at [iannarino@gmail.com](mailto:iannarino@gmail.com) [Follow me on my website](https://www.thesalesblog.com/anthony-iannarino) [Follow me on Facebook ](https://www.facebook.com/thesalesblog) [Follow me on LinkedIn ](https://www.linkedin.com/in/iannarino/) [Follow me on Twitter ](http://www.twitter.com/iannarino) [![AISA-square-ad-SKOs-26-27](https://www.thesalesblog.com/hs-fs/hubfs/AISA-square-ad-SKOs-26-27.jpg?width=400&height=400&name=AISA-square-ad-SKOs-26-27.jpg)](https://www.thesalesblog.com/authority) [![ai-cold-calling-video-sidebar-offer-1](https://www.thesalesblog.com/hs-fs/hubfs/ai-cold-calling-video-sidebar-offer-1.jpg?width=318&height=179&name=ai-cold-calling-video-sidebar-offer-1.jpg)](https://www.thesalesblog.com/free-cold-calling-video) ![salescall-planner-ebook-v3-1-cover (1)](https://www.thesalesblog.com/hs-fs/hubfs/salescall-planner-ebook-v3-1-cover%20(1).jpg?width=768&height=994&name=salescall-planner-ebook-v3-1-cover%20(1).jpg) ### Free Sales eBook: Sales Call Planner Planning your sales call improves the likelihood of making a successful call, and it demonstrates to your dream client your professionalism. [![DOWNLOAD EBOOK](https://no-cache.hubspot.com/cta/default/2922376/c9f553be-fbba-4813-9199-95c1603472e7.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/c9f553be-fbba-4813-9199-95c1603472e7) ## Are You Ready To Solve Your Sales Challenges? ![Anthony-Solve-Sales](https://www.thesalesblog.com/hs-fs/hubfs/Anthony-Solve-Sales.png?width=290&height=221&name=Anthony-Solve-Sales.png) Hi, I’m Anthony. I help sales teams make the changes needed to create more opportunities & crush their sales targets. What we’re doing right now **is working**, even in this challenging economy. **Would you like some help?** [![Solve for Sales](https://no-cache.hubspot.com/cta/default/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035) ### Join my Weekly Newsletter for Sales Tips Join 100,000+ sales professionals in my weekly newsletter and get my *Guide to Becoming a Sales Hustler* eBook for FREE! --- ```json { "@context" : "http://schema.org/", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anthony Iannarino" }, "dateModified" : "2024-07-22T11:05:48 AM", "datePublished" : "2023-06-17 18:48:20", "description" : "The Revenue Growth Blueprint provides a map to the major enablement projects and the major skills of a consultative salesperson.", "headline" : "Mastering B2B Sales and The Revenue Growth Blueprint", "image" : { "@type" : "ImageObject", "height" : 16, "url" : "https://f.hubspotusercontent20.net/hubfs/2922376/Image/favicon.ico", "width" : 16 }, "mainEntityOfPage" : { "@id" : "https://www.thesalesblog.com/blog/mastering-b2b-sales-and-the-revenue-growth-blueprint", "@type" : "WebPage" }, "name" : "Mastering B2B Sales and The Revenue Growth Blueprint", "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "height" : 24, "url" : "https://f.hubspotusercontent20.net/hubfs/2922376/TSB/images/TSB%20Logo%20Dark.svg", "width" : 228 }, "name" : "The Sales Blog" } } ```