Yes, for 90% of situations.
Selling to businesses (B2B) is very different to selling to public individuals, or consumers (B2C). B2B selling is often much more complicated and, in order that you get the very best advice, we have spent more than 20 years developing huge insight and skills in this area.
In all situations, whether B2B or B2C, it is important to think primarily of the client’s buying process. Your selling processes are secondary and need to reflect client activities. If you get this right, you will be doing something that will put you ahead of your competition: most businesses incorrectly design things around themselves. But you know better than this. Don’t you?
At the danger of over-simplification, the following are typical opposing characteristics of B2B buying versus B2C buying:
- B2B involves a panel of people with buying responsibility (eg an MD, plus a Procurement Director, plus a Finance Director, plus …….) making highly considered and time consuming decisions because the purchase value is very high (either because the item has a high price – eg a photocopier – or there is a large number of small items, repeat purchased over a long period of time – eg printer paper supplies to an office for 3 years).
- B2C involves a single person making an isolated purchase of a low value item, eg a pair of shoes.
Therefore the sales and marketing solutions for
- B2B markets are more about how to increase the value of relationship(s) over the full duration of the buying process via a very comprehensive communication process.
- B2C markets are mostly about winning a emotional desire in the mind of one person, by the use of branding.
The other 10% of situations where we can help are where businesses sell high value products or services to customers (B2C). In these situations buying decision-making involves more than one individual and occurs over a longer time. Therefore these buying processes are closer to B2B buying processes. Typical consumer sectors might be property, new cars and bespoke holidays.