How does b2b

B2B sales


The abbreviation B2B or B-to-B stands for business-to-business and is used when it comes to business relationships between at least two companies. In contrast, the abbreviation B2C is used for relationships between companies and private individuals in the sense of consumers.

B2B sales and B2B marketing:

Business relationships between two companies are primarily in the area of ​​marketing and sales. In the past, this was usually referred to as industrial or capital goods marketing.

However, to get away from that Consumer goods marketing, which is also called B2C marketing, is nowadays called B2B marketing. B2B marketing refers to all products and services that have the sales market as a common characteristic, regardless of whether they are capital goods or not. The products and services serve to achieve an entrepreneurial added value.

Not least because of the Internet, the abbreviation B2B has also established itself for communication relationships between companies. The term B2B has established itself primarily in connection with business processes that are supported by electronic means of communication.

B2B is the oldest and one of the largest parts of e-business and plays a crucial role, especially when purchasing B and C items. Different standards and techniques such as virtual marketplaces, web services or business search engines are used to electronically link companies.

Instructions for B2B sales

The forms of distribution that are used in the B2B area sometimes differ significantly from the forms of distribution that are common in the B2C area:

[Graphic guide B2B sales]

In the B2B area, the concept for sales is primarily based on direct and often also on personal sales channels. This is explained by the fact that the average values ​​of the orders are significantly higher than in the B2C area. In addition, the B2B area works to a much lesser extent with standardized products.

In the B2C area, on the other hand, the strategy is often geared towards indirect forms of distribution. But online sales as well as personal sales forms such as sales parties in the living room at home are becoming increasingly important here.

Strategy and concept for B2B sales

Apart from the different sales channels, at first glance there doesn't seem to be any great differences between B2C and B2B sales. After all, in both cases the products or services are sold to customers and these customers are and will remain people, regardless of whether they are private or business customers.

At second glance, however, it becomes clear that there are clear differences, both in terms of customers and in terms of the general conditions in the B2B area:

B2C customers can buy, B2B customers have to buy.

Many products and services in the B2C area are services that a customer does not necessarily need. In this respect he decides for himself whether he wants to buy something or not. In the B2B area, on the other hand, business customers don't just want to buy interesting products or services in principle.

Rather, they have to invest in services that enable them to remain competitive and maintain their market position.

B2B customers make decisions differently.

Private customers do research, compare and obtain information, but they make many decisions spontaneously and on the instinct. In contrast, in the B2B area, decisions are made on the basis of different criteria and several people are often involved in the decision-making processes.

The buyer wants to keep the investment risks as low as possible, the management wants to acquire the most effective and efficient means that make everyday work easier and offer clear, beneficial benefits, and the managing director is interested in a solution that is as profitable as possible.

For B2B sales, this means that they have to present their services in such a way that they meet all the requirements of the various decision-makers as far as possible.

The sales cycle in B2B sales is longer

In the private customer business, time is an important factor and after the first customer contact has been successful, the aim is to conclude a contract as quickly as possible. Basically, time also plays a role in B2B sales, but since these are usually high-value orders, the sales cycle is divided into more stages.

The first contact is often followed by an initial sales pitch, then a presentation and often a test phase. Only then do the actual sales talks take place, which is followed by the development of a customer-specific solution and contract negotiations.

Another difference is that in the B2B area, in many cases, the products and solutions involved are more complex than in the B2C area. This means that B2B sales often have to support their customers with specific instructions or explanations and also have to look after them more extensively in the post-purchase phase.

Further instructions and templates for sales processes:

  • Sales medium-sized companies
  • Distribution partner
  • Commercial distribution
  • Sales company
  • Sales organization
  • Topic: B2B sales

    Internet media owner Ferya Gülcan
    Isabella Dorant, 48 years old, sales manager, Christian Kazinski, 42 years old, sales representative and Martin Pocher, 39 years old, sales consultant in the field, as well as Ferya Gülcan editor and operator of this site, write here interesting facts, instructions and advice on the subject of sales, marketing and marketing .