B2B Sales Explained: Models, Methodologies, and Must-Have Skills

Lets break down what B2B sales really means, how it differs from B2C, the key models and methodologies, and how top sales teams are scaling success. If you’re serious about pipeline, product-market fit, or prospecting with intent—this is your blueprint.

What Is B2B Sales?

B2B (business-to-business) sales is the process of selling products or services from one business to another. It’s complex, relationship-driven, and high-value—unlike B2C sales, which typically involves lower-ticket, faster-turnaround consumer transactions.

Want the full breakdown? Read our Sales Engagement Strategy guide.

Key Characteristics of B2B Sales

• Multiple stakeholders: Decisions involve economic buyers, technical buyers, users, and gatekeepers
• Longer cycles: Deals can stretch from weeks to months (or years)
• Higher value: Transactions often range from five to seven figures
• Logical decision-making: ROI, efficiency, and strategy matter more than emotion
• Relationship-driven: Trust and credibility win more than discounts
• Consultative approach: Success depends on diagnosing problems, not pitching products

B2B Sales Models

• Inside sales: Remote selling with SDRs and AEs using phone, email, and video
• Field sales: Enterprise reps selling in person, often with complex or custom solutions
• Account-based sales: Personalized targeting of strategic, high-value accounts
• Channel sales: Selling via partners, resellers, and indirect GTM motions
• Self-service: PLG (product-led growth) motions with no-touch or low-touch flows
• Hybrid models: Blended strategies using inside, field, and digital engagement

Check out our Sales Org Design playbook for structuring teams.

B2B Sales Methodologies

• Solution Selling: Focus on solving specific business problems
• Consultative Selling: Deep discovery and value mapping
• Challenger Sale: Teach and guide buyers with insights
• SPIN Selling: Use questions to uncover situation, problems, implications, and needs
• MEDDIC: Prioritize qualification and deal execution

Want to go deeper? Read our Sales Methodologies roundup.

Must-Have B2B Sales Skills

• Active listening + discovery
• Strategic account planning
• Sales tech fluency (CRM, enrichment, engagement platforms)
• Relationship building at multiple levels
• Outcome-based selling with clear ROI framing

Check out our Sales Skills Guide for a complete breakdown.

Tools That Power B2B Sales

• Sales engagement platforms to automate sequences + track replies
• Sales intelligence platforms for insights on contacts and accounts
• Enrichment engines to keep CRM records current
• CRM integrations to sync everything in one system
• AI tools for prioritization, scoring, and personalization

Explore our Sales Tools Hub for even more options.

How Apollo Accelerates B2B Sales

• 270M+ verified B2B contacts with intent, job changes, and firmographic filters
• Buying signal triggers to surface hot prospects fast
• Sequences + outreach tools for multi-channel engagement
• Deal coaching + pipeline intelligence built in
• Book a demo or start free to make modern B2B sales easier