While our prototypical idea of a transaction may be an individual customer buying from a business (e.g. a person buying groceries), the reality is that there are many ways that product transactions occur. In the case of B2B (business to business) transactions, a business is buying from another business. In fact, some companies sell exclusively to other companies. These transactions are called enterprise sales, or complex sales.

Considering that selling a product to other businesses is typically a long-term arrangement, finding and attaining enterprise clients can be the most difficult part of B2B business, especially if the outreaching company is small or a startup. In fact, there is much that needs to be attended to before the company even begins the outreach phase if they want to be successful. From building your company's reputation to maintaining relationships, success for a B2B business model largely depends on how well the company strategizes and follows-through on this process.