The terms B2B and B2C are short forms for Business-to-Business (B2B) and Business-to-Consumer (B2C). Both describe the nature and selling process of goods and services. While B2B products and services are sold from one company to another, B2C products are sold from a company to the end user. – Wikipedia
B2B sales are significantly different from B2C sales.
B2B transactions often involve several decision-makers, multiple channels, and, sometimes, unique technical specifications. These issues, coupled with the typical large investment requirement, will tend to make the sales cycle longer and more arduous.
In most instances, the complexity of the B2B sale requires a talented and experienced sales executive to lead the prospect through the buying decision, as opposed to going it alone. These sales executives tend to be the best in the field, as a B2B sale can easily add up to a million dollar plus deal.
The Internet is changing the way B2B buyers buy. Armed with significant information about competitors, pricing structures and independent evaluations, prospects are well educated shoppers. The savvy B2B marketer creates a solid and consistent brand with tactical marketing programs geared to specific target audiences using powerful value propositions. By educating, motivating and nurturing, the B2B sale is made well.
Ed Trachier is Founder and CEO of OnTarget Partners. Ed can be reached at 469-200-4901 or via email at firstname.lastname@example.org.