Selling To Businesses VS Selling To Consumers

9 years ago

In my current offline business, I find that the terms b2b and b2c is really vague....

I find that they're so segmented, you have to truly understand the difference between the person working in a small business and the guy running a corporation...

Ultimately, they're still people with problems that need to be solved... but depending on the size of the problem, the urgency created on the problem, and the amount of people making the decision, is what dictates the sales cycle and how you approach the sale.

B2B, I usually take on a consultative approach and build solid relationships (for the longer term projects) and if I'm trying to close quickly, I'll use the same consultative approach, but I'm not here to be your friend. I'm here to solve a problem, help you out and get a paycheck.

B2C is normally the same way as the second option.

Thanks

{{ DiscussionBoard.errors[9640192].message }}

joe golfer

9 years ago

As far as selling to businesses, many salespeople know they need to stress different features and benefits of their product/service depending on if they are talking to the CEO, Marketing Chief, end user or procurement buyer.

Sometimes they forget to alter their social game as well. Each of these personas has different personal, social and political wants and needs within the company. Learn to sense "what is really going on" behind the scenes, up and down the power structure and with the different personalities you are selling to. A lot of it comes with experience. But if they work on these soft skills, they'll be better equipped to manage the sales process successfully.

[ 2 ] Thanks

Signature

Marketing is not a battle of products. It is a battle of perceptions.
- Jack Trout

{{ DiscussionBoard.errors[9640212].message }}

bizgrower

9 years ago

Business to business would have more choices of large ticket fields.

The mortgage business was crazy more emotional than logical.
I suspect real estate and car sales would be similar.
But, this also goes to better qualifying and deciding that illogical
and unrealistic people are not your market.

And, knowing more about how to skillfully navigate the terrain
in those markets.

Business to business not as much crazy emotion?

Thanks
2 replies

Signature

"If you think you're the smartest person in the room, then you're probably in the wrong room."

{{ DiscussionBoard.errors[9640567].message }}

kenmichaels 9 years ago

Originally Posted by bizgrower

Business to business not as much crazy emotion?

People are people - most are ruled by those crazy emotions.

Doesn't really matter what they do, or don't do, for a living.

Not in my experience any way. Want an experience that you will never
forget

... sell a corporate ladder climbing control freak.
Better yet, sell one who is already on top.

Better then sex, drugs and rock and roll combined
- [ 2 ] Thanks
- 1 reply
Signature

Selling Ain't for Sissies!
{{ DiscussionBoard.errors[9640599].message }}
- joe golfer 9 years ago
  
  Originally Posted by kenmichaels
  
  People are people - most are ruled by those crazy emotions.
  
  Doesn't really matter what they do, or don't do, for a living.
  
  Exactly. I'd say B2B is MORE emotional than B2C. Risks are much higher for the buyer(s).
  
  Thanks
  
  1 reply
  
  Signature
  
  Marketing is not a battle of products. It is a battle of perceptions.
  - Jack Trout
  
  {{ DiscussionBoard.errors[9640780].message }}
  
  pauljones99 9 years ago
  
  Originally Posted by joe golfer
  
  Exactly. I'd say B2B is MORE emotional than B2C. Risks are much higher for the buyer(s).
  
  Nah..B2B usually run through a few people and legal teams before contracts are signed. They aren't Greenhorns to be sold hyped up crap.
  
  Thanks
  
  Signature
  
  One stock at a time
  www.investmentswithadifference.com
  
  {{ DiscussionBoard.errors[9642539].message }}

Claude Whitacre

9 years ago

[QUOTE=bizgrower;9640567
Business to business not as much crazy emotion?[/QUOTE]
Let's assume you are selling to the business owner, not a corporate employee who isn't spending their own money.

They have the same emotions whether it's in a business setting or at home.

You are never selling to a business. You are always selling to a person. And if it's a business owner, it's their money.

If it's a big purchase I see the same emotional roller coaster going on.

The only reason it can be worse with consumers, is that some consumers are less rational than the average business owner. And some consumers aren't bright enough to own a business, or even be employed by one. So you get those people too.

But, for example, if I'm buying a home, a car, or a new credit card processing system for my store....it's all the same second guessing, justifying with reasons....stuff.

So, I don't think it's different selling a business offer or a consumer offer. It matters what kind of person you are selling to. And some consumers are ...well...kind of unstable, so it's a little harder to discern their motivations.

Thanks
1 reply

Signature

One Call Closing book https://www.amazon.com/One-Call-Clos...=1527788418&sr

What if they're not stars? What if they are holes poked in the top of a container so we can breath?

{{ DiscussionBoard.errors[9641004].message }}

bizgrower

9 years ago

Originally Posted by Claude Whitacre

Let's assume you are selling to the business owner, not a corporate employee who isn't spending their own money.

They have the same emotions whether it's in a business setting or at home.

You are never selling to a business. You are always selling to a person. And if it's a business owner, it's their money.

If it's a big purchase I see the same emotional roller coaster going on.

The only reason it can be worse with consumers, is that some consumers are less rational than the average business owner. And some consumers aren't bright enough to own a business, or even be employed by one. So you get those people too.

But, for example, if I'm buying a home, a car, or a new credit card processing system for my store....it's all the same second guessing, justifying with reasons....stuff.

So, I don't think it's different selling a business offer or a consumer offer. It matters what kind of person you are selling to. And some consumers are ...well...kind of unstable, so it's a little harder to discern their motivations.

B to B, I've been on committees on the buying side more than the selling side.
Very staid and factual.

I did try to sell organizational goal setting and planning. One prospect was a
town government, kind of an unusual prospect for that stuff, and you do have
to sell the individual department heads. Not enough in that government bought me.

<><><>

You probably already know, Claude, but with cc processing be careful about hidden fees,
the cost or lease of the equipment - if any, and especially the early termination fees.
We were with First Data via Sam's Club and they were really good. $90 to terminate, not a
hundreds or a grand or worse. It was a bit of a headache to get up and running with them.

My hotel owner likes the transaction costs and speed of deposits of Elavon through his
new Key Bank accounts. They are also really good. They let us keep our old processing
terminal that we own. Just reprogrammed it. Very easy. When the terminal died it was a
little difficult - like a 1.5 on a scale of ten - and their supervisor decided not to charge for
the cost of the new machine. Based on the model number, he thought it should have been
when we started with them. Don't know how much a new terminal would have cost, sorry.

Dan

Thanks

Signature

"If you think you're the smartest person in the room, then you're probably in the wrong room."

{{ DiscussionBoard.errors[9641398].message }}

nameless7

9 years ago

From my experience you should use different sales stratagies for b2b and b2c markets. The main point is that your target audiences purse different aims and have absolutely different consumer behaviour.

[ 1 ] Thanks

{{ DiscussionBoard.errors[9641628].message }}

Ron Lafuddy

9 years ago

Ego is the main difference between selling to consumers and businesses.

When you are selling to businesses, you'll need to deal with ego.

[ 2 ] Thanks
1 reply

{{ DiscussionBoard.errors[9641969].message }}

MichaelWinicki 9 years ago

Originally Posted by Ron Lafuddy

Ego is the main difference between selling to consumers and businesses.

When you are selling to businesses, you'll need to deal with ego.

Yeah, I see that in my business- we provide "done for you" marketing services (both online & offline).

Business owners and managers will accept there's a problem and that's why their business isn't as profitable as it should be. BUT they rarely accept that they're the one causing the problem by managing the business poorly.
- [ 1 ] Thanks
Signature
http://www.BigNoiseMarketing.com
{{ DiscussionBoard.errors[9642889].message }}

bizgrower

9 years ago

B to C more fields are more likely to be a transaction.

B to B more likely to be a project or long term relationship.

Thanks
2 replies

Signature

"If you think you're the smartest person in the room, then you're probably in the wrong room."

{{ DiscussionBoard.errors[9642386].message }}

Claude Whitacre 9 years ago

Originally Posted by bizgrower

B to C more fields are more likely to be a transaction.

B to B more likely to be a project or long term relationship.

Maybe. In fact, it may be likely. But if you sell life insurance, the relationship is the same, whether it's to a business man or a consumer.

Maybe it's that the product you are selling to a business, may tend to be relationship based. And the offer you would sell to a consumer may be more transaction based.
- Thanks
Signature
One Call Closing book https://www.amazon.com/One-Call-Clos...=1527788418&sr

What if they're not stars? What if they are holes poked in the top of a container so we can breath?
{{ DiscussionBoard.errors[9642392].message }}
MichaelWinicki 9 years ago

Originally Posted by bizgrower

B to C more fields are more likely to be a transaction.

B to B more likely to be a project or long term relationship.

That would make sense, but I think it (somewhat) has to do with the size of the transaction with B to B transactions many times being 4 or 5 digits in size and quite often those transactions being billed monthly.

The result is that it's tougher to sell a business owner on a $2,500 a month consulting contract that it is trying to sell a consumer a one-off item for $500.
- [ 1 ] Thanks
Signature
http://www.BigNoiseMarketing.com
{{ DiscussionBoard.errors[9642896].message }}

thet

9 years ago

This topic makes me wonder:

Who would earn more, the best sales guy in b2b or the best sales guy in b2c?

Thanks
1 reply

Signature

Recognize reality even when you don't like it - especially when you don't like it.
â€” Charlie Munger

{{ DiscussionBoard.errors[9642632].message }}

Claude Whitacre

9 years ago

Originally Posted by thet

This topic makes me wonder:

Who would earn more, the best sales guy in b2b or the best sales guy in b2c?

It depends on who you are selling to. High end million dollar products to wealthy individuals? It doesn't matter if it's personal or business related.

If you took the top 1,000 earning salespeople in the world, most would be in industrial or corporate sales...I would think.

If you are thinking about B to C salespeople as the ones selling in people's homes....

Maybe mid 6 figures is where it becomes nearly impossible.

The greatest car salesperson in the world probably doesn't earn more than $300,000 a year.

My top year selling vacuums with an office of 6-8 reps I netted about $500,000. Best year in personal one to one sales for me is about $300,000...although I've been close, many times.

But I netted about $900,000 my second year selling online marketing services while speaking to groups of business owners. That's small business sales, I suppose. That was 2007. Now, it's a small fraction of that, because I'm very semi-retired.

But you are thinking about the wrong thing. It doesn't matter the industry. Every industry has Legendary salespeople. All of them are wealthy. Just pick something, stick with it, and do it better than anyone else.

I think you are scattering your interests right now. Being "not bad" at a dozen skills, isn't anywhere near as profitable as being Amazing at one thing...one approach..one industry.

[ 2 ] Thanks
1 reply

Signature

One Call Closing book https://www.amazon.com/One-Call-Clos...=1527788418&sr

What if they're not stars? What if they are holes poked in the top of a container so we can breath?

{{ DiscussionBoard.errors[9642697].message }}

savidge4

9 years ago

ahh, an interesting topic. Right off the top of my head there are 2 factors that separate very nicely between B2B and B2C. #1 would be "Profit", and #2 would be "Trust".

When you are discussing price in a B2B environment, you are without question bringing the concept of ROI into the discussion. Selling B2B is how can your product or service create profit to the business you are selling to.

The flip side of this is B2C. Profit, is now what goes in YOUR pocket. The communication changes drastically. How will your product or service make their lives easier or more comfortable. Words like "hottest" and "trendy" and "fashionable" come into play. In B2C you are painting an image of an ideal. Often times you are not selling a product at all, you are selling a lifestyle or a vision of self value.

Trust is interesting between the 2. Within both you can utilize the concept of relationship building, but how this is played out is very different. Trust in the B2B environment can take place in minutes or it can be a prolonged period of touches - that constant reminder you are there and this is what you can do.

B2C is as simple as a 30 day guarantee, and a logo that says the site is safe. throw in some social indicators and product reviews for good measure and you are off and to the races. There is also the method of capturing to a e-mail list and providing good solid content that displays your authority on the subject, and that in turn develops trust and hopefully a purchase.

Overall I am more than sure there are more "differences" but that's what popped in my head off the bat!

[ 1 ] Thanks
1 reply

Signature

Success is an ACT not an idea

{{ DiscussionBoard.errors[9642819].message }}

bizgrower

9 years ago

Originally Posted by savidge4

ahh, an interesting topic. Right off the top of my head there are 2 factors that separate very nicely between B2B and B2C. #1 would be "Profit", and #2 would be "Trust".

When you are discussing price in a B2B environment, you are without question bringing the concept of ROI into the discussion. Selling B2B is how can your product or service create profit to the business you are selling to.

The flip side of this is B2C. Profit, is now what goes in YOUR pocket. The communication changes drastically. How will your product or service make their lives easier or more comfortable. Words like "hottest" and "trendy" and "fashionable" come into play. In B2C you are painting an image of an ideal. Often times you are not selling a product at all, you are selling a lifestyle or a vision of self value.

Trust is interesting between the 2. Within both you can utilize the concept of relationship building, but how this is played out is very different. Trust in the B2B environment can take place in minutes or it can be a prolonged period of touches - that constant reminder you are there and this is what you can do.

B2C is as simple as a 30 day guarantee, and a logo that says the site is safe. throw in some social indicators and product reviews for good measure and you are off and to the races. There is also the method of capturing to a e-mail list and providing good solid content that displays your authority on the subject, and that in turn develops trust and hopefully a purchase.

Overall I am more than sure there are more "differences" but that's what popped in my head off the bat!

Or, some kind of bragging right fits in here with consumers. In the mortgage industry there are the "1/8th of a pointers'. It amounts to a difference of $6 to $12 per month for most folks, depending upon interest
rate and loan amount. Anyway these people seem to want to say at cocktail parties "I got my (or my broker got my) loan at 4 and a 1/8th percent" or whatever the approximate lowest interest rate of the day is.. They will shop many different lenders and switch horses right before closing for an 1/8th of a point lower interest difference. (Interest rates do actually change daily, which a lot of consumers do not believe. Especially if there are shifts in world events or financial markets.)

Thanks

Signature

"If you think you're the smartest person in the room, then you're probably in the wrong room."

{{ DiscussionBoard.errors[9642880].message }}

socialentry

9 years ago

Corporate has the process to actually find out who is decision maker that is usually more involved. They tend to have a dedicated person to screen out sales calls or junk mail.

Even someone inside the organization might not know what kind of person you were looking for.

Thanks
1 reply

{{ DiscussionBoard.errors[9643121].message }}

Ron Lafuddy

9 years ago

Originally Posted by socialentry

Corporate has the process to actually find out who is decision maker that is usually more involved. They tend to have a dedicated person to screen out sales calls or junk mail.

Even someone inside the organization might not know what kind of person you were looking for.

It can be a lot worse than that.

Whole departments can block attempts to reach
the decision maker. Takes a certain amount of
patience, guts and determination to work your
way through it.

[ 1 ] Thanks

{{ DiscussionBoard.errors[9643158].message }}

Selling To Businesses VS Selling To Consumers

Trending Topics

Newbie

How did you turn it all around?

A healthy fascination for Hollywood...

best high quality crypto traffic.

Any thoughts on golf's latest phenom...Scottie Scheffler??