Successful transactions are seen as the results of immaculate marketing with the end client being fully in mind. As of today, three variants of sales models are known. We will look at two of them briefly.
A little background on both models:
What is b2c? B2C is the abbreviation for business-to-customer, a widely recognized sales model. It was utilized for the 1st time in the late 20th century by an English innovator M. Aldrich, and was made even more convenient by the presence of the internet. The business-to-customer variant describes a relationship in carrying out transactions, maintained by a business and its direct end – users. This terminology also encloses in itself the various ways of promoting and advertising goods and services to individual consumers.
What is b2b? b2b, on the other hand, stands for ‘business-to-business,’ also widely recognized and a head-on counterpart of the business-to-customer model. In earlier times, the business-2-business model was said to have ‘taken a rear seat’ due to the prevalence of the b2c model. However, this model started gaining popularity about the same time as its opposing sales model. The business-2-business represents a correspondence between two businesses where one of them sells products or services to the other, who then sells it to end consumers.
The third model, b-2-g or business-to-government represents transactions carried out between businesses and governing bodies at different levels of hierarchy. This model basically focuses on the needs of the governing authorities as they determine the variety of products made available to them.
Our focus will be directed towards the first two models previously mentioned. The business-to-business and business-to-customer have some quite visible differences, even from examples of either model. For instance, examples of business settings that are going to benefit from business-to-customer are ventures like restaurants, beauty shops, fast food joints to mention a few. On the other hand, examples of b2b ventures include distribution-oriented companies like DHL, sites that deal with documents (e.g., assignment help), and business holdings with government-connected agencies as clients (like A4 paper producing firm whose direct customer is a judiciary wing that issues out documents relating to court cases).
B2B VS B2C DIFFERENCES
The way one would approach a customer to promote a product is definitely different from the way that approach is directed to a company. A customer can be persuaded to buy something based on what a service can offer, but that does not work for companies.
For one, every company’s target is how to get more by using less. When marketing a product or two to a company, they look at the logic of patronizing the venture by considering the people who would end up using it. This is why a restaurant would never employ the services of a courier service, simply because it can conveniently use its staff to make home deliveries to their clients, thereby making the process cheaper for everyone. But a company in one country producing a universal product like electric combs will welcome the idea because they would need help shipping their combs (this goes without saying), especially if the courier service has a broader scope of operation.
With the integration of the internet and the marketplace, the b2b model requires at least two more intermediaries in the chain. To illustrate this point further, let us use the example of flour mill A. The flour mill would certainly need help in selling its products, so the supermarket steps in. Now the supermarket can have a wholesale role (related to selling to other businesses who make use of flour – a pastry chain for example) or a retail role (selling directly to end customers for home consumption). In contrast to this, the business-2-customer model does not require middlemen since it is majorly used by entrepreneurial ventures who have direct contact with their customers.
By nature of their large-scale industry, large enterprises have an affinity for information, and this also implies that the data you give when marketing your product might not be the only data they get. The image of any company is influenced by its network base and the general public, made up of both current and prospective clients. They will look for ways to confirm what you are trying to promote in order to protect their image and interests. This is why decision-making in a business-to-business takes a while, and conclusions sometimes do not come until a few days or even weeks since more than one person influence this process.
B2B marketing requires high-quality and detailed content and implies using jargon and technical terminology to excellent an impact of B2B platforms. Content should be designed for specific auditory to retain and attract potential customers and provide reasons to buy a product or services. To increase chances of product/service success, B2B has to be equipped with experienced sales and marketing team.
B2C marketing is less sophisticated regarding content. It means that brand voice in B2C should usually be implemented with simple and plain language in short. B2C simply has to meet basic requirements of being helpful and shareable, humorous and interesting to the demanding audience, but in compliance with social media tactics and complex approach.
These two types of marketers have distinctive features. Usually, the key issue that B2B marketers face is lack of time and content creation frequency. On another hand, B2C marketers would rather invest in advertising campaigns and other ways to promote their products worldwide.
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B2C: Straight to the Chase
Customers usually make their decisions faster since they are not that information-thirsty as opposed to corporations. Once solutions proffered by the product or service and at least four good reviews from other clients are in plain view – that is sufficient for them to trust the quality of their purchases. Decision-making in this situation takes less time comparing to a long-term process of b2b sales negotiations.
In concluding our list, there’s significance in noting that some enterprises can be in both a business-2-business and a business-2-customer relationship, especially if they find themselves in the wholesaler position. Either way, always keep in mind to objectify the proper advantages to either one, and this will boost your probability of securing a marketing deal.