TABLE OF CONTENTS
In B2B sales, there’s no single way to talk to a customer.
One will ask about the price right away. Another will start with specifications and documentation. A third will want to wrap things up in just a few messages, while a fourth needs time and trust before deciding to work with you.
At Foodcom, these differences are particularly evident. Traders speak with customers from various industries, countries, and business cultures, and each conversation may involve a different product, volume, or level of risk.
That’s why effective sales aren’t just about presenting a good offer. You also need to know how the other party makes decisions.
01
Analytical Customer: “I need more information”
Dla tego klienta cena jest ważna, ale sama nie wystarczy.
Zanim podejmie decyzję, chce zobaczyć specyfikację, CoA, informacje o pochodzeniu produktu, certyfikaty, parametry jakościowe, warunki przechowywania czy termin przydatności.
Często zadaje dużo pytań i potrzebuje czasu na analizę.
Nie oznacza to braku zainteresowania. Zazwyczaj chce po prostu ograniczyć ryzyko.
W przypadku takiego klienta najlepiej działa konkretna, uporządkowana komunikacja. Zamiast ogólnych zapewnień warto podać najważniejsze informacje od razu:
- dostępność,
- MOQ,
- opakowanie,
- pochodzenie,
- dokumentację,
- termin dostawy.
Im mniej znaków zapytania pozostanie po stronie klienta, tym łatwiej będzie mu podjąć decyzję.
Jak go rozpoznać?
Najczęściej pyta:
„Czy możecie wysłać CoA?”
„Jakie jest pochodzenie produktu?”
„Czy macie aktualną specyfikację?”
„Jakie są dokładne parametry?”
Jak z nim rozmawiać?
Konkretnie, rzeczowo i bez skrótów myślowych.
02
The Negotiating Customer: “What’s your best price?”
This customer gets right to the price very quickly.
They may be comparing several suppliers, coming back with offers from competitors, or testing how much room there is for negotiation.
“That’s too expensive.”
“The competition charges less.”
“What else can you do about the price?”
In this situation, it’s especially important not to start negotiating with yourself.
If a customer remains silent after receiving an offer, it doesn’t automatically mean you should lower the price.
First, it’s worth finding out what’s really behind their reaction.
Perhaps the issue is shipping.
Perhaps they’re interested in a larger volume.
Perhaps they’re comparing the offer to a product with different specifications.
Or perhaps they’re simply testing the seller’s reaction.
How can you tell?
They quickly bring up discounts and compare offers.
How should you talk to them?
Stay calm. Instead of lowering the price right away, ask questions:
“What price range are you expecting?”
“At what quantity did you receive that offer?”
“Are we comparing the same delivery terms?”
In negotiations, a good question often goes further than a quick discount.
03
A specific customer: “Price, availability, delivery?”
Not every customer wants to have a long conversation.
This type of customer needs just a few pieces of information to make a decision:
Is the product available?
How much does it cost?
When can it be delivered?
If the answers are satisfactory, they can place an order very quickly.
With this type of customer, lengthy emails and additional information may unnecessarily complicate communication.
Instead of:
“Thank you for your interest in our product. We’d like to inform you that in our current offering…”
it’s better to write:
“The product is in stock. The price for 500 kg is X EUR/kg. Delivery is possible next week.”
You can send the documentation in the next step.
How to recognize them?
They write concisely and expect a brief response.
“Price?”
“Stock?”
“Lead time?”
How to communicate with them?
Keep it short, clear, and free of unnecessary introductions.
04
Relational customer: “Let me know when you have something for me”
Not every sale is closed after a single conversation.
In B2B, the greatest value often comes from a partnership built over months or years.
A relationship-based client wants to know that there’s a person on the other end who understands their business, remembers their past needs, and will reach out when something truly interesting comes up.
Over time, the sales rep comes to know which products the client buys, what quantities they need, and what they pay particular attention to.
Thanks to this, instead of yet another generic email, you can write:
“A new shipment of the product you recently inquired about has arrived. Should I prepare a quote for your standard quantity?”
This kind of communication shows that the conversation isn’t starting from scratch.
How to recognize this type of client?
They reach out to specific people, refer to previous conversations, and are eager to discuss future needs as well.
How to talk to them?
Naturally and regularly. Don’t reach out only when you want to make a sale.
A client doesn’t always fit into a single category
Typology can help in a conversation, but it shouldn’t be treated as a rigid template.
The same person may be analytical during their first order, very specific during subsequent ones, and exceptionally negotiation-oriented when it comes to a large contract.
The product, market conditions, order size, and level of risk all change.
That’s why the most important thing isn’t to label the customer.
The most important thing is to notice what they need right now in this conversation.
05
How to Read a Customer?
The first questions often reveal the most information.
If a customer starts by asking about price, they’re likely to be very cost-conscious.If their first request is for a Certificate of Analysis (CoA), quality and documentation will be key.
If they ask primarily about availability and lead time, time is probably a critical factor.
And if they refer back to previous conversations and purchasing plans, the relationship may be of great importance.
A good salesperson doesn’t have a one-size-fits-all sales style.
They know how to adapt their approach depending on the person on the other end.
And that’s exactly why, in B2B sales, product knowledge is only part of the job. The ability to read people is just as important.
06
Effective sales start with observation
There is no single, universal sales approach that works for every customer. Some need data and documentation; others want to get straight to the point; some negotiate hard; and for others, the relationship and trust are what matter most.
That’s why an effective salesperson should, above all, observe. The way a customer asks questions, reacts to an offer, and conducts a conversation often reveals more than the content of the message itself.
The sooner we recognize what’s truly important to the other party, the easier it is to tailor our communication, avoid unnecessary concessions, and more efficiently steer the conversation toward a decision.
At Foodcom, knowledge of the market and the product is fundamental. But in day-to-day sales, the ability to understand the person on the other end is just as important.
