2024 Author: Howard Calhoun | [email protected]. Last modified: 2023-12-17 10:16
Many people believe that a good seller does not care what exactly to trade, but in fact it often turns out that the product is different. Depending on the specifics of the type of sales, the manager must have completely different personal qualities. To understand what causes these differences, it is necessary to delve into the definition of "selling" and study all the forms and aspects of this difficult activity.
Mass consumer market salespeople are like sprinters who value speed and quantity, while corporate salespeople are much more concerned with establishing long-term trusting relationships to maximize profits.
What is sales?
It is very important to understand the essence of this management and economic concept, since the volume of implementation depends on understanding its nature and stages. Many experts like the following definition: a sale is a set of measures to influence the client's vision of the world in order tocreating in his mind and emotions the need for a certain product that he can get for his financial resources. At the same time, the maximum benefit of the client and the profit of the seller should be achieved.
What does B2B stand for?
The abbreviation B2B has an English origin: Business to Business, and denotes the nature of the economic and information impact between legal entities. The literal translation is business for business. What is B2B sales? This is a broad market segment in which sales are targeted not at the end consumer, but at another business. That is, in a generalized form, the term B2B corresponds to all forms of activity whose clients are legal entities.
What is B2C marketing?
Having covered the essence of selling to a business, it's time to learn what B2C selling is. This term is also borrowed from the English language: Business To Consumer, and denotes a form of trade through direct sales to end consumers. The literal translation is business for the consumer. This type of sales allows you to do business with the least number of intermediaries, which leads to increased profitability. In the system, relations are built according to the "Business-client" scheme. Simply put, this is the sale of services and goods directly to their final consumer.
Now it is necessary to identify the main distinguishing features of these two fundamentally different forms of business sales.
Various volumes
Direct sales to consumers are often limited to a certain budget that a person is willing to spend at a time. Its limit mayexpressed as the amount of cash in the consumer's pocket. Entrepreneurs, on the other hand, have at their disposal much larger corporate funds, which are limited only by the size of the organization's turnover. The sale of products to a business does not occur singly, but in hundreds or thousands of pieces. So, buying a car for an ordinary person is a whole event that happens only a few times in a lifetime, while a businessman for corporate purposes can buy dozens of them, and the expenses will not be too tangible.
Customer professionalism
Businessmen are professional buyers who are fully aware of what their purchase will be used for, of all its pros and cons. In addition, they can consult independent experts. Having made a purchase decision, the entrepreneur already knows the specific parameters of the product that are most suitable for solving his business problems. A consumer from the people may not have a serious idea, for example, about household appliances, and in his choice rely on the words of a sales assistant.
Product complexity
Selling business products involves high complexity of the product itself. So, every businessman wants to get information about all the nuances of the operation of complex equipment (communication equipment, machine tools with software, production lines, etc.), as well as about the possible payback periods and profitability of its use in a particular business.
Purchase Cycle Length
Unlike consumer sales, complex business products don't sell quickly. Meetings with the seller often take place in several stages, after which the buyer evaluates all the pros and cons, as well as possible alternatives, after which an agreement is concluded - as a logical conclusion to the process. Examples of closing deals taught to consumer sellers are not appropriate to use in these cases.
Buyer risk level
Buyers from large businesses risk much more than ordinary consumers. And the concept of risk includes not only the amount paid for the goods, but also all possible losses and loss of profit from incorrect operation of the equipment in the future, up to the existence of the business structure as a whole.
Responsibility in making a decision
What is selling to a business? It is not an easy path from the secretary to the manager responsible for making the necessary purchase decision. At the same time, it is necessary to clearly feel each of the interlocutors, while promoting all the positive aspects of your product. Here you can not take the buyer in a hurry, you need to act purposefully and systematically.
Industrial demand
The complexity of the task of a seller of goods to a large business is that he needs to calculate not only the demand for his own products, but also monitor related markets. The demand for resources on the part of entrepreneurs is directly proportional to the demand for their end products. And the study of age and sex structureconsumers (as in the organization of sales to the population) here it will not be possible to limit it in any way.
Proximity of communication between seller and buyer
The business sales manager often becomes a regular in the buyer's office. However, even after signing the deal and fulfilling the obligations of the parties, the relationship between the seller and the corporate consumer is not interrupted. The selling price in this case is high, so the manager controls (sometimes for years) the processes of delivery, debugging and maintenance of his goods. In addition, after large sales, the two parties to the agreement become business partners to some extent, which determines their responsibility to each other.
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