--- title: "Helping Relationships: Selling to B2B Buyers in a B2C World" description: Explore late-stage sales strategies and practical self-help models for selling B2B in a B2C world with Donald Kelly. image: https://blog.fitzmartin.com/hubfs/podcast_donaldkelly_featured.jpg --- [![FitzMartin](https://blog.fitzmartin.com/hubfs/Fitz-Logo-horiz-new-2.svg "FitzMartin")](https://www.fitzmartin.com/blog) [ Get In Touch ](https://www.fitzmartin.com/contact) [Podcast ](https://blog.fitzmartin.com/podcast) | Episode 50 # Helping Relationships: Selling to B2B Buyers in a B2C World [Listen to episode](https://blog.fitzmartin.com/podcast/helping-relationships-selling-to-b2b-buyers-in-a-b2c-world#ListenToEpisode) ![podcast_donaldkelly_hero](https://blog.fitzmartin.com/hubfs/podcast_donaldkelly_hero.jpg) In today’s episode of Aligned, our host Sean talks with the Sales Evangelist, Donald Kelly, to discuss late-stage sales, self-help, and five application models that you can apply to late-stage selling. **Self-help** - In any B2B process, you are able to include B2C in the process.  - According to Mckinsey 99% of B2B buyers said they are willing to spend $50,000 on self-help. You’ve got to start implementing self-help in the B2B world.  - Make promises around things like service. Remember it’s not about the price.  - Do a testimonial that is focused on only delivering information that is safe and matters to late-stage prospects.  - Give a taste of early access and let your prospects know what it would be like to be your customer.  - Utilize consultative selling tools.  Tune in to our past episode with Donald discussing guided help on [Spotify](https://open.spotify.com/episode/59apcx93YX0Y0UKhDmPW3F?si=581bf3ac96b54d8e) or [Apple Podcasts](https://podcasts.apple.com/us/podcast/donald-kelly-mastering-rewards-to-close-more-deals/id1472052181?i=1000568860711), and connect with Donald on [LinkedIn](https://www.linkedin.com/in/donaldckelly) or at [thesalesevaneglist.com](https://thesalesevangelist.com/) for more information and content. To learn more about the transtheoretical theory of behavioral change check out this [link](https://pubmed.ncbi.nlm.nih.gov/10170434/#:~:text=The%20transtheoretical%20model%20posits%20that,action%2C%20maintenance%2C%20and%20termination.). **This episode is sponsored in part by FitzMartin’s Sales and Marketing Alignment:** Why does proper sales and marketing alignment result in a 32% average lift in revenue? Because a unified company centered around its prospects can’t help but thrive. FitzMartin’s Sales and Marketing Alignment program will analyze your current sales and marketing structure to deliver a plan based on the needs of your prospects, bringing you increased revenue, expansion opportunities, and (above all) a unified front when communicating with prospects.  To set your company up for success, visit [fitzmartin.com/solutions](https://www.fitzmartin.com/solutions/) to discover how to unify your sales and marketing for the best results.  **This episode is sponsored in part by Fitzmartin’s Organization and Culture Alignment:** Company culture and retention are directly connected. After all, if you fail to build good company culture, you fail to retain top talent. At FitzMartin, we help leaders like you raise their NPS scores from the low 60s to the high 80s (and, more importantly, present a plan to help you do the same.) Create your company culture based on a shared mission to attract and retain top talent. Visit [fitzmartin.com/solutions](https://www.fitzmartin.com/solutions/) to learn more. Listen here or on [iTunes](https://podcasts.apple.com/us/podcast/aligned-podcast/id1472052181?i=1000586560253) • [Spotify](https://open.spotify.com/episode/0HBDOto8ckIzeG6ypr4vxB?si=38b8d29227dc4241) [Download](https://blog.fitzmartin.com/hubfs/ALI_050.mp3) [ Next Episode ](https://www.fitzmartin.com/centricity/podcast/centricity-private-public-commitment-part-one) ##### Share #### Other Posts ## Discover More Insights, Thoughts, and Ideas ![](https://blog.fitzmartin.com/hubfs/podcast_lorisullivan_featured.jpg) [Marketing Technology: Making Sense of the Madness](https://blog.fitzmartin.com/podcast/marketing-technology/) ![](https://blog.fitzmartin.com/hubfs/podcast_seandoyle_featured.jpg) [Sales Enablement](https://blog.fitzmartin.com/podcast/sales-enablement-episode-4/) ![](https://blog.fitzmartin.com/hubfs/podcast_donaldkelly_featured.jpg) [Environment Management: Gifts and Late-Stage Sales](https://blog.fitzmartin.com/podcast/environment-management-using-gift-giving-to-build-relationships) ![](https://blog.fitzmartin.com/hubfs/podcast_lukeallen_featured.jpg) [The Role of Marketing in Late-Stage Sales, Part 1](https://blog.fitzmartin.com/podcast/the-role-of-marketing-in-late-stage-sales-episode-2/) ![](https://blog.fitzmartin.com/hubfs/podcast_lukeallen_featured.jpg) [The Role of Marketing in Late-Stage Sales, Part 2](https://blog.fitzmartin.com/podcast/the-role-of-marketing-in-late-stage-sales-episode-3/) ![](https://blog.fitzmartin.com/hubfs/podcast_donaldkelly_featured.jpg) [Commitment: Don't Lose Deals to Indecision](https://blog.fitzmartin.com/podcast/centricity-private-public-commitment-part-one) ![](https://blog.fitzmartin.com/hubfs/podcast_ianaltman_featured.jpg) [The Three Most Damaging Sales Tactics](https://blog.fitzmartin.com/podcast/the-three-most-damaging-sales-tactics) ![](https://blog.fitzmartin.com/hubfs/podcast_leemcknight_featured.jpg) [Terrible Sales Emails](https://blog.fitzmartin.com/podcast/terrible-sales-emails-episode-5/) ![](https://blog.fitzmartin.com/hubfs/podcast_seandoyle_featured.jpg) [The Value Triad](https://blog.fitzmartin.com/podcast/the-value-triad-episode-6/) ![](https://blog.fitzmartin.com/hubfs/podcast_lukeallen_featured.jpg) [Good Company Culture Will Improve Your Sales Force](https://blog.fitzmartin.com/podcast/good-company-culture-will-improve-your-sales-force/) View More Articles Are you ready to build something together? 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