What is B2B sales?
The definition of B2B sales is, quite simply, business-to-business sales. This means that a company sells its products or services to another business. It involves a different sales model than B2C sales, and the process is often perceived as more demanding for salespeople. Our marketing services are services aimed at companies, in other words B2B.
Key points in B2B sales
- You take on an advisory role: Because the sales process is often longer and customers are more demanding, you typically adopt a more advisory role within B2B. There are more aspects that need to be clarified and described in detail when purchasing IT systems for an entire company than when buying a pair of trousers. As a seller of B2B products or services, you therefore have more personal contact with customers throughout the entire buying process.
- Larger amounts: In B2B sales, the amounts involved are often higher than in B2C. When purchasing equipment, it is typically bought in larger quantities, which drives up the price. When purchasing a service, business customers are often willing to invest significantly in resources that support them in their day-to-day operations.
- Fewer customers: B2B target audiences are often much smaller than in the B2C market. It is typically about selling specific services or products, which means the relevant target audience is therefore much smaller. In return, customers in the B2B segment have a much longer lifetime. Once a company decides to start using a service, it takes more for them to cancel.
- More decision-makers to convince: When companies are purchasing products and services, there are usually several decision-makers involved in the process. Some may have been introduced to the idea of making the purchase, while others have the final say in the decision. It is important to be aware of the different stakeholders in the buying process. As a salesperson, you need to convince all of them. This often requires different arguments and approaches.
- Longer sales process: Precisely because more people are involved in the B2B process, the buying journey will take longer. You will typically need to spend more time communicating with and guiding the different decision-makers. It may require several months of nurturing, with multiple rounds of meetings and calls with the customers.
Summary
The sales process when working in B2B is often more complex than in B2C. This is because there are more decision-makers involved, things take longer, and customers have more requirements and questions throughout the process. It is also a smaller market for B2B, with more narrowly defined target audiences. On the other hand, profitability per customer is high, so the effort you invest in the sales process quickly pays off!
Frequently asked questions:
What is B2B?
B2B refers to the sale of products and services from one company to other companies. It stands in contrast to commerce aimed at private consumers.
What characterizes B2B sales?
The main characteristic of B2B sales is that it is seen as more complex than B2C. This is because the target audience is often more narrowly defined, and they require more information and persuasion before making a purchase.
