The differences of b2b from b2c sales
Sales on b2b market (sales or corporate customers) have a number of significant differences from b2c sales (sales to end consumers) from the point of view of marketing and organization of supplies.
Often the sales on b2b markets associated with wholesale sales. It is believed that wholesale trade is the prerogative of b2b and retail - b2с. In reality one and the same company can combine both of these areas of work. An example is a wholesale warehouse of building materials. It can realize sales to construction companies or retail stores in large volumes and sell goods to individual buyers who make repairs in their apartment. In the first case we are talking about corporate sales and the second - on the consumer segment. In this case, the wholesale supplier has a different pricing policy for their large customers, which can offer a substantial discount from retail prices.
In fact, the term b2b is broader than the wholesale segment and are not always b2b involves bulk purchases (more than 1 box). To b2b segment also includes suppliers of raw materials and semi-finished products to manufacture products for further processing, and the suppliers of technologically complex equipment, machinery for business. This includes a wide range of companies that provide supporting services for business (marketing consulting, advertising services, legal and accounting services, leasing of equipment, etc.). A variety of electronic tools procurement can also be attributed to b2b.
Thus, to b2b sales include the sale of goods and services for professional use or for resale and to b2b for personal, family use.
The distinctive features of b2b sales
Sales on the b2b market differs from b2c the purpose of shopping. If end-users are buying products for personal use and put at the forefront of its consumer properties, the b2b market is a key opportunity to increase profits when buying goods. Thus, corporate customers will purchase products in order to be able to earn more. This can be achieved by purchasing a cheaper machine for the production, implementation of energy efficient lighting, and by conducting marketing research for entering new markets.
Different ways of making buying decisions. Private consumers are often guided by emotional factors under the influence of advertising or commitment to the brand, ease of purchase and their own ideas about quality. In the case of corporate customers, the main motive again is the possibility of saving and profitability. It is worth considering that if the concepts of consumer and buyer in b2c markets the same, whereas in b2b the buying decision for your company can take one person. It can be guided by personal motives when making decisions - for example, friendship ties and your preferences.
Private consumers is always greater than the corporate. Therefore, to carry out marketing communications with each of them is problematic and expensive. Companies working in consumer markets, focused primarily on mass media, the Internet, etc. And on b2b markets, determining importance is the establishment of personal contacts with each client. Therefore, in the segment of corporate marketing prefer direct marketing, cold calls, personal meetings, presentations at conferences and exhibitions etc.