6 Major Differences Between B2C and B2B Sales Strategies

By Dan Sincavage

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One of the most crucial aspects of your work as sales manager is to come up with an on-target sales strategy. Your B2B B2C strategy is a make or break. You may have the best talkers, presenters and deal makers in your team. (Heck, you may have Don Draper and Jim Halpert in your team.) It’s going to be a long and difficult sales cycle if you have a mismatched sales strategy.

To get to a strategy that fits your business, your first step is to distinguish between B2B and B2C. The sales strategies that you employ are distinctly different, depending on your target audience. Here are 6 key differences to keep in mind.

B2B B2C Strategy Difference 1: Lead Pool

The lead pool size is a major differentiator between B2B and B2C sales strategies. With B2Cs, you are presumably targeting millions of people who need your product. Let’s say, as example, that you’re selling cornflakes. To zoom in on your target audience, just count the number of people who have breakfast every day. And, in case you want to broaden the market, you can get marketing to design a campaign that sells cornflakes as snack and dinner alternatives. Now, you potentially have a lead pool made up of billions of people.

For B2Bs, the lead pool size shrinks by the millions, and is more defined by the companies’ specific requirements. As example, let’s presume that you’re selling one of those cornflake/ oats making machines. This limits your lead pool to companies, such as Trader Joe’s, Kellogg’s and Nestle. You don’t even have those artisan cornflake makers in your lead pool, unless you can convince them to turn to machines.

Given this reality, a blanket approach won’t work. Similar companies will go after that puddle-sized lead pool. So, you need to be specific in your pitch to each of the companies in your pool.

For both B2B B2C sales teams, here’s a good reminder from SEOmoz CEO and co-founder Rand Fishkin regarding dealing with your lead pool: “Best way to sell something: don’t sell anything. Earn the awareness, respect and trust of those who might buy.”

B2B B2C Strategy Difference 2: Required Product Knowledge

Your sales team needs to know about what they’re selling. This is the same, regardless of whether you’re B2B or B2C. As Brian Halligan, CEO and co-founder of HubSpot, says: “People shop and learn in a whole new way compared to just a few years ago, so marketers need to adapt or risk extinction.”

Both B2B and B2C sales teams need to know their product like the back of their hand. They should know their features, design details, advantages and disadvantages. Competitor knowledge is necessary too. Buyers are more sophisticated these days – be it B2B or B2C. They will know some details about your product and ask questions.

The difference lies in the depth of knowledge required. Buyers in B2B and B2C have different information requirements. A mom buying cornflakes, for instance, will want to know the calorie and Go to the full article.

Source:: Business 2 Community

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