The B2B sales sphere differs from B2C in that here the intended buyers are not individuals, but organizations. It has its own characteristics:
product evaluation is carried out by experts from the point of view of feasibility;
decisions are made within the group and confirmed by superiors;
demand is not elastic;
The state of the economy in the country and abroad has a great influence on the participants.
To successfully find potential architect database buyers, a B2B seller needs to clearly understand which organizations may be interested in the company's products. In his work, the ability to characterize a potential client in advance is much more important. Since in this area the path from the first contact to the conclusion of the deal takes more time, the risk of retaining the wrong consumer increases.
In addition, if when selling to individuals, the manager usually conducts a dialogue with a single interlocutor, then for B2B transactions it is necessary to negotiate with several interested representatives of the organization. Since they occupy different places in the service hierarchy, each of them has their own arguments. Accordingly, the B2B seller needs to understand the principles of making business decisions and look for approaches to each type of buyer.
How to achieve multiple growth in traffic and sales from your website?
Alexey Boyarkin
Dmitry Svistunov
Head of SEO and Development
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I have always been concerned about the issue of moving to a fundamentally new level. So that the indicators would grow not by 2 or 3 times, but by several orders of magnitude. From a thousand visits to ten thousand or from ten thousand to a hundred thousand, if we are talking about a website, for example.
And I know that such leaps are always the result of painstaking work in five areas:
Technical condition of the site.
SEO.
Collection of site semantics.
Creating useful content.
Working on conversion.
And at the same time, every manager needs an increase in sales and the number of applications from the site at the moment.
To get this growth, download our step-by-step template for increasing sales from the site:
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Example. Let's look at the trade of semiautomatic welding machines again. The manager prepares to justify his position to the heads of different departments:
to the team leader - that transportation and maintenance of the equipment does not cause any difficulties;
to the production manager – that the equipment allows saving wire, there is a discount on consumables;
to the commercial director - that the purchase is available in installments.
Therefore, the manager must study the product and have a basic understanding of accounting.
All this is not included in the program for students, which means that managers need to be trained on how to find leads, determine their needs, and work with corporate clients. Successful completion of the classes should be included in the requirements according to the job description.
If you do not have this opportunity, note that you need a person with specific skills. In this case, finding a candidate will take more time, but their knowledge and experience will be of great benefit to you. At the same time, do not limit yourself to the requirement of higher education. A specialist in industrial and civil construction is able to sell the relevant materials well, and an electrical engineer will achieve great success in the sale of batteries. To give the applicant an idea of the specifics of your field, indicate in the "General Provisions" section of the instructions what area their education should be.
Special Skills of a B2B Salesperson