B2B vs. B2C Sales Pitches

Sales means different things to different people. In the simplest terms, however, sales can be defined as selling products or services to a business or consumer.

This definition of sales is hard to argue with and likely won’t ever change. In light of this fact, you would think that selling to B2B (business to business) customers and selling to B2C (business to consumer) customers wouldn’t differ much. The fact is, however, that how you sell does change—significantly—depending on who you are selling to. And if you want to do it right, you have to understand the important differences between the B2B and B2C customer. Only then will you be as successful as possible.

Read on to find out a few of the distinguishing characteristics between B2B and B2C prospects:

The decision-making process:

• B2B prospects require a much longer time to make a decision. As a result, you need to take the time necessary to build a solid relationship with this prospect.
• B2C prospects usually know what they want and want it right now. Therefore, are likely to make their decisions relatively quickly.

The length of the relationship:

• Companies tend to choose a vendor and stick with that vendor in the long-term. This is especially true if a company is purchasing large quantities of merchandise.
• Consumers are a bit more fickle than businesses. One of the reasons for this is that changing who they do business with does not require a great deal of time, money or logistical considerations.

Product knowledge:

• B2B prospects will likely require that you have a greater knowledge of the technical aspects of their industry. Therefore, you need to really understand the specifics of their business model. Decisions made by B2B prospects also are much more likely to be objective than subjective.
• B2C prospects are likely to be more subjective when making a purchase because it comes down to personal preference. In almost all cases they aren’t making a decision that must satisfy a huge number of people, only one.

The final decision:

• When selling to a B2B company, you likely will be required to deal with more than one person. Therefore, it is important that you work hard at the front end to find out exactly who the decision makers are and concentrate on these individuals.
• A B2C sale is achieved when a person feels that something is right for him or her. In other words, you don’t have to convince a number of people that your product or service is right-just one. That allows you to personalize your pitch.

Selling may never change, but who you are selling to will. That means that learning to tailor your approach to each unique prospect will be the key to your sales success.