Sales Techniques: 15+ Proven Methods for B2B

Sales techniques vs. sales methodologies: what’s the difference?

Before we dig into specific approaches, let’s clear up the terminology.

The terms “sales techniques” and “sales methodologies” often get used interchangeably, but they serve different purposes in your sales process.

Sales methodologies defined

A sales methodology is a comprehensive framework that guides your entire sales process from prospecting to close. Think of it as your strategic foundation—it shapes how you qualify leads, structure discovery calls, handle objections, and advance opportunities.

Methodologies like SPIN Selling or MEDDIC provide a repeatable system your whole team can follow. They answer the big questions: What information do you gather? What order do you gather it in? How do you know when to move forward or walk away?

Sales techniques defined

Sales techniques are tactical moves you make during specific interactions. They’re the hooks, frameworks, and psychological triggers you deploy in emails, calls, and meetings to drive specific actions—whether that’s booking a demo, addressing an objection, or closing a deal.

Techniques like social proof, scarcity, or the curiosity gap are tools in your kit. You pull them out when the moment calls for them.

Why both matter in B2B sales

Here’s the reality: methodologies without tactics feel rigid and robotic. Tactics without methodology are scattered and inconsistent.

The best B2B sales teams use a proven methodology as their backbone, then layer in tactical techniques to personalize interactions and drive engagement. This combination gives you structure with flexibility—exactly what you need to handle complex B2B sales cycles with multiple stakeholders and long decision timelines.

The 5 core sales methodologies you need to know

These methodologies form the foundation of successful B2B sales. Each one provides a different strategic lens for managing your sales process. Understanding when and how to use each framework is what separates average sales reps from top performers.

SPIN selling: ask the right questions

SPIN Selling, developed by Neil Rackham after analyzing 35,000 sales calls, is built on a simple insight: asking the right questions in the right order moves deals forward faster than talking about your product.

SPIN stands for four types of questions you should ask during discovery:

• Situation Questions: Gather basic facts about the prospect’s current state. “How do you currently handle outbound prospecting?” These set the context but use them sparingly—too many feel like interrogation.
• Problem Questions: Uncover difficulties and dissatisfactions. “What’s your biggest challenge with email deliverability?” These help prospects articulate pain points they might not have fully acknowledged.
• Implication Questions: Explore consequences of those problems. “If your emails keep landing in spam, how does that impact your pipeline targets this quarter?” This is where SPIN gets powerful—you’re helping prospects see the real cost of inaction.
• Need-Payoff Questions: Get prospects to tell you the benefits of solving their problem. “If you could increase reply rates by 40%, what would that mean for your team?” Now they’re selling themselves on the value of a solution.

The brilliance of SPIN is that prospects convince themselves rather than feeling sold to. You’re guiding discovery, not pitching.

When to use SPIN selling

SPIN works best in B2B sales with longer cycles, multiple stakeholders, and significant investment. If you’re selling enterprise software, professional services, or solutions requiring buy-in from several decision-makers, SPIN gives you the structured discovery approach you need.

It’s particularly effective when prospects don’t fully understand their problem yet, or when the status quo seems “good enough.” SPIN makes hidden costs visible and builds urgency organically.

SNAP selling: cut through the noise with busy buyers

Buyers and decision-makers are overwhelmed. They’re drowning in emails, bombarded with pitches, and skeptical of every salesperson claiming to “add value.” Jill Konrath’s SNAP Selling methodology addresses this reality head-on.

SNAP is about aligning with how busy, distracted prospects actually make decisions. It stands for:

• Simple: Make everything about your offer easy to understand and act on. Complex proposals die in busy inboxes. Strip away jargon, reduce friction, and make next steps crystal clear.
• iNvaluable: Position yourself as essential, not just helpful. Show prospects that working with you isn’t “nice to have”—it’s a competitive disadvantage not to.
• Aligned: Demonstrate that you understand their specific situation, objectives, and constraints. Generic pitches get ignored. Relevance gets responses.
• Priority: Connect your solution to what matters most to them right now—not someday, not eventually, but this quarter. If you’re not addressing a current priority, you’re noise.

SNAP challenges you to think like your prospect: “Do I have time for this? Is it worth my attention? Does this person get what I’m dealing with?” Your messaging needs to answer yes to all three instantly, or you lose them.

When to use SNAP selling

Use SNAP when targeting fast-paced industries, senior executives, or well-known brands where decision-makers are legitimately slammed. It’s perfect for shorter sales cycles where you need to cut through noise quickly.

SNAP also works well for outbound prospecting at scale. Its principles force you to ruthlessly prioritize relevance and clarity in every message.

The Challenger sale: teach, tailor, take control

Based on research from CEB (now Gartner), The Challenger Sale identified five sales rep profiles and found that one type—the Challenger—dramatically outperforms the rest, especially in complex B2B sales.

Challengers don’t build relationships first and then pitch. Instead, they teach prospects something new about their business, reframe how they think about their problems, and take control of the sale.

The Challenger approach follows three core principles:

• Teach: Bring insights your prospect doesn’t have. Challenge their assumptions about what’s possible or what’s causing their problems. You’re the expert helping them see their business differently, not a vendor waiting for them to tell you what to sell.
• Tailor: Customize your message for different stakeholders. The CFO cares about ROI and risk mitigation. The operational leader cares about team efficiency and workflow. Speak to what matters to each person.
• Take Control: Guide the conversation, set clear next steps, and don’t shy away from difficult topics like budget and decision criteria. Challengers are assertive—not pushy, but confident enough to lead the sales process.

What makes Challenger selling powerful is that it positions you as a strategic advisor, not a product peddler. You’re helping prospects make better decisions, even if that means challenging their current thinking.

When to use the Challenger sale

Challenger works best in consultative B2B environments with complex products, longer sales cycles, and sophisticated buyers who’ve seen every pitch. It’s particularly effective when selling to multiple stakeholders who need to align on a big decision.

If your prospects are skeptical, well-informed, or dealing with the status quo bias (“we’ve always done it this way”), Challenger gives you permission to disrupt their thinking and drive urgency.

MEDDIC: qualify high-value opportunities

MEDDIC is a qualification framework designed for complex enterprise sales where deals are high-value, involve multiple stakeholders, and have long sales cycles. It keeps you focused on what actually matters for closing.

MEDDIC stands for six critical qualification criteria:

• Metrics: What quantifiable results does the prospect expect? What’s the economic impact of solving their problem? Without hard numbers, you’re guessing at value.
• Economic Buyer: Who has the budget and authority to approve this purchase? If you’re not talking to the actual decision-maker, you’re at risk.
• Decision Criteria: What technical, financial, and business requirements must your solution meet? Understanding evaluation criteria helps you position competitively.
• Decision Process: What steps must happen before they sign? Who needs to be involved? What’s the timeline? Mapping this prevents surprises late in the deal.
• Identify Pain: What’s the compelling business problem driving this purchase? No pain, no urgency—and deals without urgency stall.
• Champion: Who inside the organization is actively selling on your behalf? Champions navigate internal politics and keep deals moving when you’re not in the room.

MEDDIC isn’t about pitching—it’s about ruthlessly qualifying whether opportunities are worth your time. If you can’t answer these six questions with confidence, the deal probably isn’t real.

When to use MEDDIC

MEDDIC is built for enterprise sales with high deal values, long cycles, and complex buying committees. If you’re selling six-figure deals that take 6+ months to close, MEDDIC keeps you focused on winnable opportunities instead of chasing tire-kickers.

It’s also valuable for sales teams that need consistent qualification standards. When everyone uses MEDDIC, pipeline reviews become more accurate and forecasts more reliable.

Consultative (solution) selling: become a trusted advisor

Consultative selling flips the traditional sales approach. Instead of leading with your product, you lead with curiosity. You research deeply, ask thoughtful questions, listen more than you talk, and position yourself as a trusted advisor focused on the prospect’s long-term success.

The consultative sales process typically flows like this:

• Research: Before you ever reach out, understand the prospect’s business, industry challenges, and competitive landscape. The more you know, the better your questions.
• Ask & Listen: Use discovery to understand not just surface-level pain points, but root causes, organizational priorities, and how decisions get made.
• Teach: Share insights and perspectives based on what you’ve learned from other clients in similar situations. You’re educating, not pitching.
• Qualify: Determine whether your solution is actually the right fit. If it’s not, be honest. This builds trust that pays off through referrals and future opportunities.
• Close: When the fit is right, closing becomes natural because you’ve already established value and trust throughout the process.

Consultative selling requires patience. You’re building long-term relationships, not just closing one-time transactions. But in B2B environments where retention and expansion matter as much as acquisition, this approach creates loyal customers who become advocates.

When to use Consultative selling

Use consultative selling in relationship-driven B2B sales where customer lifetime value is high and repeat business is the goal. It’s ideal for professional services, SaaS with expansion opportunities, or any situation where you want customers for years, not just a single contract.

Consultative selling also works well when differentiation is difficult. If your product is similar to competitors, your advisory relationship becomes the differentiator.

8 sales techniques to close more deals

Now that you understand the strategic methodologies, let’s talk tactics. These are the specific techniques you can deploy during outreach, discovery, demos, and closing to drive engagement and move deals forward.

1. The elevator pitch technique

The elevator pitch lets you present your value proposition in 30 to 60 seconds—perfect for cold calls, networking, or any situation where you have limited time to make an impression.

Your elevator pitch should answer three questions clearly and concisely: Who are you? What do you do? What can you do for your prospect?

Keep it conversational, not scripted. Focus on the outcome you deliver, not features. And always end with a clear next step.

Example: “Hi [Name], I’m [Your Name] with La Growth Machine. We help B2B sales teams get 3.5x more replies by automating multichannel outreach across LinkedIn, email, and voice messages. If filling your pipeline is a priority this quarter, I’d love to show you how teams like [similar company] are booking 40% more meetings. Open to a quick 15-minute look?”

2. The problem/solution technique

This technique is your bread and butter for discovery calls and lead generation. Start by asking prospects about their biggest challenges. Once you’ve identified their pain points, present your solution as the direct answer.

The key is listening first, pitching second. Too many reps jump straight to features without understanding whether they’re solving the right problem.

Example: “How are you tracking engagement across your email and LinkedIn outreach today? Many teams tell us they’re flying blind—sending messages but not knowing what’s working. If that sounds familiar, we can show you exactly which messages, channels, and follow-up timing drive the most replies. Want to see how it works?”

3. The before & after technique

Paint a vivid contrast between your prospect’s current situation and what life looks like with your solution. This technique makes value concrete and easy to visualize.

You can also flip it: show what they’ll lose by not taking action. Either way, you’re making the stakes clear.

Example: “Before: Your SDRs are manually tracking LinkedIn connection requests in spreadsheets, forgetting to follow up, and sending generic emails that get 2% reply rates. After: Automated multichannel sequences run in the background, personalized messages go out at optimal times, and your team sees 8-10% reply rates while spending their time on conversations, not admin work. Want the playbook?”

4. Credibility techniques (authority + social proof)

These techniques reduce perceived risk by proving you know what you’re doing and others trust you.

Authority means positioning yourself as the expert through original research, certifications, awards, analyst recognition, and thought leadership. Social proof leverages validation from people in your prospect’s network—customer logos, testimonials, case studies, and ratings.

Combine both for maximum impact. Show you’re credible (authority) and that peers are getting results (social proof).

Example: “We’re SOC 2 Type II certified and rated 4.7/5 on G2 by 850+ sales leaders. According to our benchmark of 12,000 outreach sequences, teams using multichannel prospecting book 2.3x more meetings than email-only. Companies like [Logo 1], [Logo 2], and [Logo 3] use LGM to fill their pipeline—want to see the exact sequences they run?”

5. The scarcity (FOMO) technique

Scarcity creates urgency by highlighting limited availability—whether it’s time, quantity, or special pricing. People act faster when they believe they might lose a valuable opportunity.

Use this ethically. Manufactured scarcity feels manipulative. Real constraints build urgency.

Example: “I’m opening 5 strategy call slots this week for teams looking to scale LinkedIn prospecting. Three are already claimed. Should I hold Tuesday at 2pm or Thursday at 11am for you?”

6. Risk management techniques (compare/contrast + risk-reversal)

These techniques address the two biggest barriers to closing: “Is this the right choice?” and “What if it doesn’t work?”

Compare/Contrast highlights your advantages against alternatives—whether that’s competitors, the status quo, or building in-house. Be specific and measurable.

Risk-Reversal makes saying yes safe through trials, guarantees, or flexible terms. You’re shifting risk from the buyer to you.

Example (Compare/Contrast): “Building this in-house takes 6-8 weeks to hire, train, and QA. Our managed setup is live in 10 business days with a fixed-fee pilot.”

Example (Risk-Reversal): “Let’s run a 30-day pilot with success metrics we agree on upfront. If you don’t see [specific outcome] by day 30, no charge. You only pay if it works.”

7. The referral technique

Referrals leverage your existing customer base to find new prospects. Because they come with built-in trust, referred leads close faster and at higher rates than cold prospects.

Make it easy for customers to refer you. Offer value in exchange—whether that’s a complimentary resource, priority support, or a referral incentive.

Example: “Quick favor: if someone in your circle is tackling [problem], I’ll share our playbook and offer a complimentary audit as a thank-you for the intro. Anyone come to mind?”

When following up with a referral: “Hi [First Name], [Referrer] shared your contact and said a quick message was okay. Happy to send a 1-page summary on [topic] or book a 15-minute call to compare notes. What’s easier?”

8. The curiosity gap technique

The curiosity gap creates intrigue by revealing just enough information to spark interest while withholding key details. This technique works especially well in cold outreach where you need to earn attention fast.

Share a surprising statistic, counterintuitive insight, or unexpected finding related to their role, then offer to explain the “how” or “why” in a conversation.

Example: “Quick question: what percentage of your outbound replies do you think come from prospects who engaged with you on LinkedIn first? The actual number from our study surprised even our team. Worth a 10-minute walkthrough of what we found?”

How to choose the right sales technique

With methodologies and techniques in your arsenal, the question becomes: which one do you use when? The answer depends on three key factors.

Match techniques to your sales cycle length

• Short cycles (1-30 days): Use SNAP Selling principles—keep everything simple, relevant, and urgent. Pair with tactical techniques like scarcity and the curiosity gap to drive quick decisions.
• Medium cycles (1-6 months): SPIN Selling and consultative approaches work well. You have time to build relationships and conduct thorough discovery. Layer in credibility techniques and before/after comparisons as you progress.
• Long cycles (6+ months): MEDDIC and Challenger methodologies help you navigate complexity. Focus on problem/solution techniques during discovery, then deploy risk management techniques as you approach close.

Consider your product complexity and deal size

• Simple, low-cost products: Transactional techniques work—elevator pitches, scarcity, and social proof can close deals quickly without heavy methodology.
• Mid-market solutions ($10K-$100K): You need structure. SPIN or consultative selling keeps you focused while tactical techniques accelerate key moments.
• Enterprise deals ($100K+): MEDDIC qualification is essential. Combine with Challenger insights to differentiate and stand out in crowded evaluations.

Align with your buyer’s journey stage

• Awareness stage: Use curiosity gaps and before/after techniques to get attention. Educational content works better than aggressive sales tactics.
• Consideration stage: Deploy SPIN questions and consultative approaches to understand needs deeply. Share authority and social proof to build credibility.
• Decision stage: Risk-reversal and compare/contrast techniques address final hesitations. MEDDIC ensures you’re aligned with decision criteria and process.

Combine multiple techniques for maximum impact

Here’s the truth: these techniques aren’t mutually exclusive. The best sales reps combine them strategically.

Start your cold outreach with a curiosity gap to earn attention. Use SPIN questions during discovery. Share social proof in your demo. Deploy risk-reversal techniques when closing. Each technique serves a specific purpose at a specific moment.

B2B vs. B2C sales techniques: key differences

While the techniques we’ve covered apply broadly, B2B sales requires specific adaptations. Understanding these differences helps you avoid approaches that work in B2C but fail in complex B2B environments.

• Longer sales cycles: B2B deals often take months, not days. You need methodologies like MEDDIC and SPIN that sustain momentum over time, not just tactics that drive impulse purchases.
• Multiple stakeholders: You’re rarely selling to one person. The CFO, CTO, and department head all have different priorities. The Challenger and consultative approaches help you tailor messages for each stakeholder while maintaining a cohesive narrative.
• Relationship focus: B2B buyers want partners, not vendors. Techniques that prioritize trust-building and long-term value—like consultative selling and referral strategies—perform better than aggressive closing tactics.
• Higher stakes: B2B purchases involve significant investment and organizational change. Risk-reversal techniques and strong credibility signals become essential. Buyers need proof that you’ll deliver and that the decision won’t backfire on their career.
• Rational decision-making: While emotion still matters, B2B buyers justify decisions with data, ROI calculations, and business cases. Your techniques need to provide the rational ammunition buyers need to get internal buy-in.

How to properly apply your sales techniques

Understanding techniques is one thing. Using them effectively is another. Here’s how to apply these approaches strategically:

• Sales techniques work best together. They’re not mutually exclusive. Combine several techniques to increase your chances of success. Use SPIN methodology for discovery, layer in social proof during demos, and close with risk-reversal.
• Match techniques to your prospect. Not every approach works with every person. Adapt your strategy based on your prospect’s profile, industry, communication style, and where they are in the buying process. A busy executive needs SNAP simplicity. A technical evaluator wants deep consultative discovery.
• Time techniques correctly. Each technique has an optimal moment in your sales process. Using scarcity before your prospect understands your value won’t work. Leading with risk-reversal before establishing credibility falls flat. Sequence matters.
• Use techniques authentically. Overdoing it makes you seem manipulative, which destroys trust. Every technique should feel like a natural part of the conversation, not a “sales trick” you’re deploying. If prospects sense you’re running a playbook on them, they’ll disengage.

The key is using sales techniques wisely, considering both your audience and where you are in the sales cycle.

FAQ: Sales techniques

What is the most effective sales technique?

There’s no single “best” technique—it depends on your sales cycle, product complexity, and buyer persona. For complex B2B sales, SPIN Selling and MEDDIC consistently deliver results. For shorter cycles with busy buyers, SNAP principles work well. The most effective approach is often combining a proven methodology with tactical techniques that fit your specific situation.

What’s the difference between sales techniques and sales methodologies?

Sales methodologies are comprehensive frameworks that guide your entire sales process (like Challenger or MEDDIC). Sales techniques are tactical moves you make during specific interactions (like social proof or scarcity). Think of methodologies as your strategic backbone and techniques as tools you pull out when needed.

Should I use different techniques for B2B vs. B2C?

Yes. B2B sales involve longer cycles, multiple stakeholders, higher stakes, and more rational decision-making. Methodologies like MEDDIC, SPIN, and Challenger are designed specifically for complex B2B environments. While tactics like social proof work in both contexts, B2B requires more focus on relationship-building, risk mitigation, and ROI justification.

Can I combine multiple sales techniques?

Absolutely—and you should. The best sales professionals combine methodologies and techniques strategically. Use SPIN questions during discovery, Challenger insights in your pitch, social proof in demos, and risk-reversal when closing. Each technique serves a specific purpose at a specific moment in your sales process.

Which sales methodology should beginners start with?

Start with consultative selling or SPIN Selling. Both emphasize asking great questions and listening—foundational skills every salesperson needs. They’re also flexible enough to work across different industries and sales cycles. Once you’ve mastered these basics, you can layer in more advanced frameworks like Challenger or MEDDIC based on your specific sales environment.

Conclusion: master sales techniques to close more deals

The difference between average and top-performing sales reps isn’t talent, it’s technique. By combining proven sales methodologies like SPIN, SNAP, Challenger, MEDDIC, or consultative selling with tactical techniques like social proof, scarcity, and risk-reversal, you give yourself a repeatable system for moving deals forward.

Start with one methodology that fits your sales cycle and product complexity. Practice it until it becomes second nature. Then layer in tactical techniques at key moments—during outreach, discovery, demos, and closing. Track what works, iterate on what doesn’t, and always stay authentic.