Different from individual consumers, the customers of B-end sales are often institutions or enterprises, and the decision-making process involved is more complicated. In B-end sales, salespeople need to communicate and negotiate effectively with different decision makers and stakeholders of the enterprise to understand the needs and priorities. By establishing a good cooperative relationship with customers, salespeople can better understand the business needs of customers and provide customized solutions. The success of B-end sales also needs professional product knowledge, market insight and good negotiation skills to meet customers' expectations and achieve sales targets.