Sales Series 9 – B2B vs. B2C: Users, Decision Makers, Advocates
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Sales Series 9 – B2B vs. B2C: Users, Decision Makers, Advocates


Good morning everyone, I hope you’re
enjoying the series so far, do leave a comment if you like what you’re seeing,
if you want to need to change anything. But let’s get to it! Today and this week
I want to talk a bit about the differences between B2B and B2C, so for
those of you who don’t know, B2B stands for business to business, B2C stands
for business to consumer, and of course naturally with B2B, you’re selling more
into organizations with B2C you’re selling direct to consumer. Typically
when people think about these two different sales strategies, people think
that they are quite different because B2B is usually a more complex process, you’re
selling into an organization, there could be multiple stakeholders that need to
get involved, while B2C is directly to an individual, it’s usually more straightforward.
But a quick forward – I want you to consider H2H, so that says for
human-to-human. Remember “People buy, companies pay” For today’s
video, it’s going to be split into two parts. I’m gonna first talk
about B2C, and then next week I’ll talk about more about B2B. What I’ll try to
do in these videos is – I’ll try to go a bit more into outlining the
decision-making process, I won’t talk too much about building customer personas,
because like I mentioned in my previous videos, there’s a lot of resources out
there for it, but I want to go a bit more into how the different
decision-making process and prospecting processes work for B2B vs. B2C.
Quickly for B2C, if you have a product or service that’s more consumer
centric, you will typically find that your activities are more marketing
related rather than sales, and this is especially the case if you have a lower
priced product or if you have low margins, and why this happens is because
you’ll find that sales related activities are typically a lot more
expensive than marketing activities. Sounds pretty straightforward right? Because
when you think about it, for marketing activities you’re usually putting up ads
your budgets are usually pretty small and you can have a much larger audience, for sales
you have dedicated sales reps going out speaking one-on-one to individuals. Sales reps are usually also very expensive to maintain, they’re usually the highest
compensated individual in the company. That being said, I actually do encourage
you to think about how you can work-in sales related activities if you have
a B2C product as well. The reason why this is important is because – marketing
related activities are things that you don’t really have a lot of control over. You can put out and Ad, you could reach 1,000 people, but you don’t really know
who’s actually going to take action. If you have a sales related activity running
where maybe you have reps calling people or going out meeting people going
door-to-door, even as traditional as it sounds, those activities tend to generate
more predictable results because you can know that let’s say if you do X amount
of calls, you’re guaranteed to have at least one or two of them convert, for
example. So how then can you start to consider sales in a B2C context? What
I would say is, if you have a physical product, what you want to
consider is, consider things like selling into retail, so you’re selling to an
organization or company or another business that will sell on your behalf
to consumers. Finding distributors, finding affiliate partners,
even the act of bringing on board other sales reps, so if you can sell to other
people to have them sell your product on your behalf, that’s also a part of the
sales process. As much as I hate to encourage this, multi-level
marketing, that’s also a method of selling a consumer level product in
a sales related way. So think about how you can work sales into a B2C
context. On the decision making profiles then, typically there are 3 main
consumer profiles when we look at a consumer. 1) you have the
Decision Maker 2) you have the User and then 3) you have the Advocate. They can all
be one and the same person, they could also be very different people. To give you
an example, we had a company that we worked with where
the founder was creating this bracelet that young teenagers could wear and go
to a party, and what will happen is, this bracelet will detect if your drink has
been spiked by changing color. As you can imagine, the Users will be young
women, typically between the ages of 20 to 30 that have an active lifestyle,
Decision-Makers on the other hand are typically their parents on their spouses. And then the advocates, yes it could be the same user, it could be the woman, it
could also be their parents, their spouses, but it could also be institutions,
schools, clubs, pubs things like that. If you think about it, what I do
encourage you to consider is when crafting or creating your marketing or
sales copy, you want to consider all of these different profiles because the
language that you use to position your product in front of them might be
different and might be worded in a more unique case depending on who you’re
speaking to. So if you’re speaking to young women, you want to have more or that
vibrant, hip, but also empowering message. If you’re speaking to a decision maker like their parent or spouse, it’s more about protecting them
it’s mobile security, peace of mind. And then of course, if you’re speaking to
schools or institutions, it’s more about reputation, it’s about security, it’s about
safety. Your messaging will change a bit depending on who you’re speaking to.
So a quick sneak peek into next week’s video, next week I’ll be talking a bit more
about B2B, talking about the layers of complexity between decision-makers, I’ll
introduce the thin-edge-of-the-wedge concept where we talk a bit more about
how to get the foot into the door, I’ll introduce the concept of the decision threshold –
how do you get people to move across or how do you get organizations to move
across that decision-making threshold and I’ll introduce the B2B
prospecting map – how do you map up who exactly is the right person to speak to
in an organization, so that when you speak your future organizations, your
sales process will become a bit more streamlined. Look
forward to next week’s video. If you have any requests, if you have any ideas, any
suggestions, any comments, feel free to comment down below in the video.
All right, until then! See you next week!

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