Sales Process of Satisfying the Differing Demands of B2B and B2C
MARKETING AND SALES MANAGEMENT
SALES PROCESS OF SATISFYING THE DIFFERING DEMANDS OF B2B AND B2C
MID MODULE ASSIGNMENT
INTRODUCTION
A company's marketing and sales strategy must satisfy consumers and other
businesses. Businesses that serve clients and other businesses need different
marketing and sales techniques. This paper examines how firms target these
two customer segments and how they satisfy their differing purchasing needs.
The research concentrates on corporate purchases. It shows how marketing
and sales strategies can impact consumer and corporate buyer behavior and
how sellers persuade these customers to buy their products and services. It
also demonstrates how marketing and sales methods might affect
organisational purchases. This study examines how companies’ market and
sell to these two client groupings. This research analyses personal selling
activities and duties, customer relationship and sales channel components,
and marketing and sales functions that influence consumer and organisational
buyer behaviour.
DIFFERENCES IN PURCHASING DEMANDS OF CONSUMERS AND BUSINESSES
Businesses must understand consumer and company purchasing needs to
create successful marketing and sales strategies. Businesses buy goods and
services to continue operations or resell to current customers, while.
individuals buy for personal consumption. Companies base their selections on
cost, quality, and reliability, whereas customers make theirs on emotional
factors, including personal preferences and convenience (Hutt & Speh,2021).
So, organisations targeting these two categories must use different marketing.
and sales strategies to meet their needs.
MARKETING AND SALES STRATEGIES FOR B2C AND B2B CUSTOMERS
Businesses use various marketing and sales methods to attract these
customers. B2C marketing targets customers, while B2B marketing targets
other businesses. B2C marketers prioritize emotional appeals, while
B2B marketers prioritize reasonable requests. B2C marketers use advertising,
personal selling, and PR. Companies offer discounts, refunds, and free samples
to influence consumer purchases. Coca-Cola advertises to people to create an
emotional connection.
The B2B marketing approach prioritises company partnerships. Businesses use
account-based content and social media marketing to attract B2B customers.
They use consultative and relationship selling to influence company
purchases. salesforce, a B2B software company, uses social media to create
partnerships with businesses.
Businesses must understand consumer and company purchasing needs to
create successful marketing and sales strategies. Businesses buy goods and
services to continue operations or resell to current customers, while
individuals buy for personal consumption. Businesses base their selections on
cost, quality, and reliability, whereas customers make theirs on emotional
factors, including personal preferences and convenience (Schafer &Kuhn,
2021). So, businesses that target these two consumer categories must use
different marketing and sales strategies.
The Process of Satisfying the Differing Purchasing Demands of Consumers and Businesses
To meet consumers' and businesses' different buying needs, interests, and
behaviors, you must understand them. Kotler et al. says cultural, societal,
personal, and psychological aspects affect consumer behavior. The
organisational buying process, buying center and buying condition affect
corporate purchasing trends (Brennan et al., 2020).
Consumer-focused businesses use advertising, sales promotions, public
relations, and personal selling to persuade customers to buy. Marketing and PR
are other techniques. Coca-Cola uses emotional appeals and celebrity
endorsements to sell its products. The company holds contests, sweepstakes,
and coupon giveaways to boost sales.
Companies use several marketing and sales strategies to try to sell to
businesses. Relational marketing, personalized marketing, and personal selling
are examples. Relationship marketing entails knowing customers' interests,
needs, and preferences and providing products and services that meet those
needs to build long-term relationships (Baker, 2018).
"Customized marketing" is tailoring products and services to customers'
needs. Personal selling occurs when a vendor meets a prospect in person. The
salesperson tries to understand customers' needs and persuades them to buy.
Marketing and Sales Strategies to Influence Consumer and Organisational Buyer Behaviour
Consumer-focused businesses utilize many marketing and sales tactics to
influence client behaviour. Advertising is effective in promoting a product or
service. Businesses employ sales promotions to attract clients in addition to
discounts, coupons, and competitions. Public relations are another way
companies promote their brand. Personal selling can change consumer
behaviour by helping vendors understand potential clients' needs and
preferences, so they can better tailor their sales approach (Wirtz, 2019).
Organisations use many marketing and sales m
