Business to business, or B2B sales, is related to the selling of products and services from one business to another. B2B sales relationships are continually developing and typically have a longer lifespan, as the processes involved in closing a sale is lengthier. B2B sales include a decision making process that characteristically needs more than one individual signing off. Business to consumer, or B2C sales, is related to the selling of products to one individual consumer. An example of B2C includes retail sales, as the items sold are directly targeted and consumed by one individual person. In general, the B2C sales cycle is shorter, as the consumer is encouraged to purchase the product on the spot. In addition, B2C selling does not usually include more than one individual in the decision making process.
How are B2C and B2B sales similar?
B2B and B2C sales both require a unique sales process with a well-defined strategy, regardless of their length. B2B and B2C sales both require a strong alignment with marketing. If marketing communications are weak, sales will suffer on both sides. Customer service is vital regardless of the type of selling in question. It is important that the customer or organization consuming your products and services have the ability to reach the service team and are attended at the top level. Both sales models do not end with the purchase. They continue long after for retention and repeat sales. Both B2B and B2C sales require personalized experiences to nurture, engage, convert, and make sales. B2C selling is different from selling to B2B customers, though they have a few similarities. There are plenty of differences, but one fundamental alignment is that selling almost always revolves around the customer. While a good sales team can do both, the tactics to be used for one cannot be applied to the other. Using B2C strategies for B2B or vice versa is ineffective and a waste of time and money. That is why it is crucial to understand the difference between B2B and B2C sales.
Target Audience
The main difference between these two is the focus of the sales and marketing efforts. In B2B, the customers are key decision-makers in an organization. There is no need to sell the product or service to the end-user or every member of the company. On the other hand, B2C is marketed towards consumers. Sales strategies and campaigns should focus on who will be using the product or service.
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