Certification standards
B2B Sales

Competency framework

C1. Writes a prospecting and sales pitch including the technical characteristics of the B-to-B offer, highlighting its competitive advantages and the benefits for the customer in order to structure exchanges and make them more effective in terms of the messages transmitted.

C2. Develop and manage the flow of contacts acquired by using different communication channels (digital or not) as well as direct prospecting methods according to the typology of the target audience in order to optimize the transformation from simple contact to interested prospect.

C3. Carry out a "diagnostic" approach to customers, asking them about their needs and objectives, making sure that all useful information has been passed on and shared, while presenting your offer through technical and sales support to encourage them to go further.

C4. Carry out the sales meeting with the customer, arguing, dealing with misunderstandings, questions and objections with pedagogy and conviction, providing the technical explanations necessary to meet the customer's need for knowledge in order to make a decision, and negotiating a few acceptable technical adjustments in response to needs formulated in all finality in order to create value in the final offer.

C5. Conclude the sale, building confidence by contributing as an expert on the subject, by his professional legitimacy and by guaranteeing the reality of the offer, in order to reassure and reassure the customer in his choice and decision.

C6. Structure a process for monitoring B-to-B sales by integrating tasks, tools and alerts to be implemented in order to check the concordance of activities between production and customer relations departments so that the promise is kept to the end.

Evaluation methods

All certification tests take place at the end of the training.

E1. Type of assessment : Workplace situation, based on the case of a trade expert who needs to find customers and manage his sales activities independently. The case study will be presented in the form of a written report and a recorded case study. This assessment has a coefficient of 2.

Written practical exercise - tasks to be carried out by the candidate :
The candidate submits a report containing at least the following information:

The position he/she holds in the company, and his/her business expertise.
- The context in which he/she has been asked to carry out the sales process of an offer,
- The objectives pursued in the context of business development, and in particular the sale of B-to-B products or services.
- The description of the offer, including its technical components, which is the subject of the report.
Candidates are also expected to include in their written report :
- The sales pitch useful for prospecting (linked to C1)
- The prospecting approach used to attract new prospects (linked to C2)
He will have to justify his "diagnostic" approach by illustrating it with an example (linked to C3), as well as all the stages of the sales meeting (linked to C4) up to its conclusion (linked to C5).
Finally, as the success of the customer relationship is confirmed by the after-sales follow-up, the candidate will present his or her process for verifying that the promise has been kept and that the customer is satisfied (linked to C6).

Practical oral situation.
The participant accesses the context of the oral situation on the secure LMS platform and records himself. They then send the audio file(s) to the evaluator.

E2. Type of assessment: Written test based on theoretical knowledge of B2B sales. This assessment has a coefficient of 1.
The questionnaire is accessible via a secure LMS platform. It can also be printed out and administered live.

Evaluation criteria

Cr1. The report produced by the candidate is clear and comprehensible to all; it includes the essential information requested, in particular:
- The characteristics of his business expertise,
- The context in which he/she is required to complement his/her activities with those linked to the sale of his/her services.
- Sales objectives to be met
Cr2. The candidate's prospecting and sales pitch is structured and clear.
Its content is fluid, synthetic and immediately understandable.
The sales pitch shows that the offer corresponds to the need.
It highlights the offer's features, benefits and competitive advantages.
Cr3. The approach used by the candidate to attract new prospects is based on communication methods and tools that are relevant to the characteristics and profile of the companies targeted by the offer (social networks, LinkedIn, e-mail, etc.).
Cr4. The presentation of the offer is satisfactory in the sense that it is :
- Clear
- Structured
- Reasoned
Cr5. The candidate adopts a "diagnostic" approach based on a questioning methodology that provides all the information required for a concrete, complete proposal that is directly in line with the customer's needs and context.
Cr6. Candidates are familiar with the sales process during the interview:
Discovering the customer - argumentation - handling objections and negotiation.
Cr7. The candidate emphasizes the importance of verifying the customer's understanding of the various information conveyed, and his commitment to the sales process as it progresses.
Cr8. The candidate correctly justifies the acceptable conditions and limits for negotiating the offer, particularly with regard to :
- Price,
- Delivery terms,
- discounts,
- payment terms,
Cr9. The candidate presents the key elements of a successful conclusion to a sales meeting.
- Informed customer consent
- Expressed customer satisfaction
- The decision to sign
- The customer's projection of the next phases
Cr10. The candidate justifies the contribution of his/her business expertise in securing the sale at the post-sales stage.
Cr11. 60% correct answers to the written test.

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Number of pages: 188
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Preface: Bertrand Dumazy