We are used to thinking in terms of seller-buyer. Of course, this is a universal formula, but it has many solutions. Let's deal with the new term, which is increasingly seen in business conversations, but few people understand what is still being discussed. So what is B2B?
Business to business
Indeed, the term literally translated from English means "business to business." That is, our end user is not a specific person, but a certain company. One legal entity sells to another its goods or services. For example, we have some information products that help optimize accounting in the company. We contact the director of the company “M” and offer him our product, as well as related services. Here is what B2B is.
Simply put, this is a trade between representatives of a business audience. This may include the provision of production needs, the sale of equipment, software development, services for the development and promotion of sites, automation and optimization of work processes. Everything, up to the supply of company offices with office equipment, paper or cleaning services.
What is B2B and B2C
And then what is meant by another formula - B2C? The main difference is in the final buyer. In this case, you have a buyer - an individual. Yes, you also offer equipment, goods, services, but not to companies or enterprises, but to the ordinary consumer. The difference is that you have to build relationships in a different way. If in the case of corporate clients it is important to build long-term partnerships, then in the B2C sector everything is based on personal relationships. It is important to attract the attention of a mass audience, take into account the buyer's love for discounts and bonuses, as well as skillfully play on spontaneous desires.
How to sell to business?
What is B2B sales, and what difficulties will you encounter here? First of all, your task is not just to successfully conduct a sale once, the main goal is to build reliable partnerships. It is necessary to achieve the establishment of long-term trusting relationships with top executives of companies, those who directly make decisions.
And here, unlike the B2C market, you do not wait for the moment when the buyer pays attention to you. You must actively offer yourself. Traditional flyers, print or television ads, flyers and banners do not work here. Corporate sales are active sales.
Identify your customer
Entrepreneurs - this is what a B2B market segment is. At the level of a specific organization, these are directors or individual entrepreneurs, when it comes to individual entrepreneurs.
When working with corporate clients, you must clearly represent your target audience. At the same time, when forming an offer, you should proceed from the main task of your partner - to make your own business more profitable. It is important for him how much your product or service will be beneficial to him, what profit will bring.
Starting your business, carefully analyze the existing market, think about which sector your potential customers are concentrated in . Learn as much as possible about their needs, expectations.
Explore the competitive environment. There are very few unique products on the market right now. Your goal is to make your offer more worthy in the eyes of the buyer.
It is necessary to take into account the fact that, in turn, your buyer is a businessman. That is, for his part, he will also carefully analyze the market for the best deal.
Sales technology
What is the B2B market is already generally clear. But what sales technologies are typical for him?
It is here that a large share is occupied by telephone sales. Of course, personal negotiations with key people are very important. But, before the meeting takes place, it is necessary to correctly build a system of cold calls. It is on the phone that you have the opportunity to hook on the client, to form a steady incoming stream.
It’s important not just to “stupidly” ring up everyone who turns up by the arm. Your telemarketing service should work out the segment that is really interested in your offer. In advance, analyze the possible options for calls, work out the probable failures, and think about exactly what benefits you can bring to your potential partners.
In addition to telephone sales, direct mail with offers work well. But in this situation, you should understand that some of your emails may be spammed. So, your efforts will be wasted.
And, of course, as soon as you get a client, you should begin to systematically build friendly relations with him. You must tie it to yourself. And at this stage it is very important to correctly motivate managers engaged in maintaining business relations with clients.
Marketing
What is B2B? This is an effective system for finding new corporate clients and reliable retention of partnerships. You can’t do without marketing events. It's not just about advertising. You need to plan actions to reduce costs at the sales stage. It is no secret that only a small part of phone calls is productive. All others end in nothing.
Your goal is to find out why this is happening, identify weaknesses and work out objections. Why is it better to do this for the marketer, and not the "sales person"? It’s just that marketing research methods make it easier to identify the failures of accepted methods of offering goods or services. Yes, and a competent marketer can easily create a sales text.
Now that you know what B2B is and what its “highlight” is, it will be easier for you to promote your business and find reliable partners.