The 3-R Strategy for B2B Selling

The new virtual work world is forcing a pivot in selling strategy. In the past, most salespeople focused on building a relationship first with the expectation of a product sale later. Unfortunately, the days of private, face-to-face, distraction-free conversations in the privacy of a client’s office are minimized or even over for some. If you can still get your foot in the door and build a relationship first, go for it! However, don’t be surprised if you need to use some of the 3-R strategy to build your sales portfolio.

Today, you’ll likely be growing the relationship in parallel with another selling strategy. What’s this new selling strategy? A focused conversation around the 3 R’s: RISK, REGULATION, and RETURN. Salespeople shouldn’t focus on selling product but instead solving problems around risk and regulations and finding those opportunities for a meaningful return on investment. Why the important distinction? When you focus on the product, you may not truly understand its value. Value is variable and contextual.

The selling environment is changing with studies showing that buyers are doing more research on their own before approaching a seller. They are not relying on the seller’s expertise like they might have done in the past. Many of today’s buyers are driving the buy-sell process to a simple impersonal transaction. However, it’s still important to know your audience. There are still buyers who consider the relationship as a factor in their decision-making. A one-size approach does not fit all.

Regardless of how much your client values the buyer-sell relationship, a “coaching” seller can’t go wrong if he or she:

(1) has a working knowledge of the buyer’s industry to understand regulations, trends, and talk the lingo,

(2) asks open-ended questions that bring the buyer to a higher level of thinking about an issue impacting the buyer’s business,

(3) listens and learns of the buyers’ pain points, thoughts, and ideas,

(4) discusses and recommends solutions that drive on the 3 Rs.

The best sellers help buyers see problems they weren’t aware of or from a different perspective as well as highlight opportunities to save money, reduce risk, and meet regulation. If you’d like to explore specific sales situations, brainstorm selling approaches, and perhaps develop an inventory of powerful questions that can make a difference in your pivot sales strategy, reach out to schedule your private coaching session.

About the Author:Sandra Dillon is a professional life coach with an extensive background in leadership, sales, and business consulting. She has a passion to help people be the hero of their own life stories. She administers assessments, designs, and facilitates workshops, and coaches individuals, teams, and businesses. You can learn more about Sandra or engage her as your coach by reaching out to her at or by visiting her website at