The definition of business-to-business (B2B) sales is a sales model that involves one business selling products or services to another business. B2B sales differ from B2C sales in that B2B offerings usually have a higher price point, a longer sales cycle, require multiple touchpoints to close deals. Due to the price points, B2B deals often require buy-in from multiple decision makers within an organization. As such, B2B sales tends to be more strategic than B2C sales. While B2C selling tactics tend to appeal to buyers’ emotions, B2B selling tactics are often appeal to a buyer’s rationality.