When you are buying a new smartphone or new shoes (or any other your private thing), which is the process of buying? You decide to renew your gadget. So, you search some information on the Internet, select some models which are the most appropriate variants for you. Maybe you consult with your friends who can recommend something to you. Then you go to the online or offline shop, consult with a salesperson, who helps you to choose the best gadget for you, you buy your new smartphone and go home. The quantity of buyers is 1 person, the duration of the buying is 1-3 days, your decision depends on your own sympathy, interests and emotions.

Let's imagine another situation. You are the owner of a business. For example, you have a restaurant. You need to buy new equipment for baking goods. You have a whole command of professionals who will work with this equipment. You have a manager who organises the budget and the work of your people. So, you need to discuss this question with all these people, and your decision will be collective, the buyer is the whole staff, the duration of the buying can be different (some days or some months),

In the first situation we have a Business to Consumer (B2C) sale, in the second situation a Business to Business (B2B) sale takes place.

The main differences between B2B and B2C sales

B2C stands for Business to Consumer sales. In other words, B2C companies sell their production for individuals. The salesperson must know the common information about the goods, be gentle and nice and have a possibility to recommend something for these individuals.

B2B (Business to Business) companies sell their products to other companies. The salesperson must know all the details about the production and be able to show the products with all its advantages. He/she must use the most relevant strategies of communication and offer (or even develop) the best decision for a customer. This person helps customer to find the best solution for this company individually, but he/she communicates with all the specialists. And all the specialists are focused on income growth.

So, the salesperson for B2C - is just a nice and gentle boy or girl who can say something about the products and help you to choose the best for you. The salesperson in B2B is an experienced professional who knows everything about the product, about all the spheres of production and about the most effective communication.

Rational and irrational

The most effective way to sell a product to a consumer is to influence the buyer's emotions. Client's good mood plays a great (or even the main) role in the moment of choosing and buying. An irrational buying is enjoyable for a consumer (and for a seller, of course).

B2B sales manager isn't able to influence a whole group of specialists (who want the most advantageous decision) only with emotions. B2B sales are rational sales, because this group of specialists will think about the effectiveness, the advantages and the disadvantages of your offer and will compare it with analogous offers. The salesperson objective is to persuade this group of people to choose your solution with truly logical arguments.

Mass and individual

For effective B2C sales we use mass communication. We want to attract new consumers as much as possible.

For effective B2B sales we must use individual communication. The salesperson must show why this solution is so useful and advantageous for this company, how the seller is client-oriented and what are the benefits of your cooperation. You're interested in a long-term partnership, that's why you must make all the possible to encourage the buyer to become your constant customer.

Professional skills of the sales people

Effective B2B sales are impossible without a professional sales manager. Education, motivation and professional skills of this person play the main role in the success of your sales and, of course, in your income. That's why the sales manager is a very important investition in the future of your company.

If you're the owner of a company, you also must be educated. Conversations with the customers, different business meetings and effectively managing demand your knowledge.

Professional B2B sales trainings are the best decision if you want to make your business more prospective

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