How to Build a B2B Sales Strategy in a Startup Company : Handbook for StartUp School

The objective of this project-oriented thesis was to create a handbook for Haaga-Helia StartUp School. The handbook is the product of this thesis. The title of the handbook is “How to Build a B2B Sales Strategy in a Startup Company”. The objective of the handbook is to provide guidance and information for entrepreneurs and students who wish learn how to build a business-to-business (B2B) sales strategy in a startup company. A startup company can be described as a new company or entrepreneurial venture that is just beginning to develop. In this thesis, the B2B sales strategy is divided into competitive strategy, pricing strategy and B2B sales process. The theoretical framework of this thesis consists of four main components, which are B2B sales strategy, competitive strategy, pricing strategy and B2B sales process. The theoretical part starts by describing not only B2B sales strategy, but also organisational buying process and how to build a successful sales organisation. The second main component of the theoretical part examines competitive strategy and provides the reader information on choosing the right industry for long-term profitability. The second main component also helps to understand a company’s relative position within a chosen industry and guides the reader in choosing a competitive strategy. The third main component of the theoretical part examines pricing strategy and provides information on not only the factors that affect pricing and possible sources of lost revenue and profit, but also pricing strategy options and pricing methods. The final main component of the theoretical part describes the eight-step B2B sales process. This thesis does not examine marketing strategy. The source materials utilised in creating the theoretical part and the product part of this thesis consist of literature and online sources. The structure of the B2B sales strategy presented in this thesis is based on the author’s own personal experience and active participant observation which was conducted during a 13-month employment in a startup company. The product of this thesis is based on the theory presented in the thesis. The product was created by using Microsoft PowerPoint and is attached to the thesis. This thesis was executed during the spring 2018