The sales process in B2B may take longer and involve more nurturing than in B2C, but you still need a great strategy and sound tactics to succeed in either field.

Two other key areas that shouldn’t be overlooked in both arenas are:

  • Marketing – Your messages, both online and offline, need to align. As soon as prospects/ customers see mixed messages or conflicting information, they will become confused and look to spend their money elsewhere
  • Customer service – Before, during, and after a sale, the prospect/ customer has to be able to reach your support team and get help when necessary. This will have a significant impact on your retention rate. In fact, if you can solve a problem and solve it well, your prospect/ customer is likely to view you more highly than if the problem had never occurred in the first place

Differences Between B2B and B2C

Consumer sales are often emotional, based on a perceived immediate need, and usually only have one person involved in the buying process. In contrast, business purchases are planned and must be justified to stakeholders e.g. finance executives, board members, and shareholders.

Another area of contrast between B2B and B2C is the type of relationship the sale is based on. B2C sales are often made in isolation with no real relationship or dialogue between the salesperson and the prospect/ customer. This is seldom true in B2B, where the entire sales process is often based on relationship building and trust.

Essential B2C Sales Skills

  • Experience – If you work in B2C, you’re in luck because you need far less experience to be successful than in B2B. However, never overlook learning something new and stretching your personal development muscles. Keeping up to date with industry trends and the needs of your prospects/ customers will set you apart from other salespeople
  • Agility – The world of B2C tends to be fast-paced and unpredictable. Being agile will help you stay ahead of the pack. Create a mindset that is ready and accepting of change. This will put you in a far better state of mind than getting stressed out when your meticulously planned out results don’t materialize
  • Rapport – The B2C sale is more of a simple sell than the B2B one, as there are fewer people involved in the decision-making process. You usually only have one person to convince, rather than a committee full of decision-makers. This means you only have one shot at building rapport. Most people are short on time and easily distracted, so present a solution and demonstrate the benefits quickly
  • Communication – B2C communication hinges around the brand value proposition. This could be to save money, offer the most comprehensive range of products, or deliver great workmanship. Whatever it is, you need to be clear about the value your brand can bring to the prospect/ customer. Use simple, jargon-free language that is accessible and understandable by all
  • Marketing – as mentioned above, the buying process in B2C is often not rational. In fact, B2C buying decisions are often based on the emotion the buyer feels towards the brand. B2C marketers are always creating a need for their products/ services through brand development. This could be understanding social trends, for example. As a front-line salesperson, you have the opportunity to gather crucial marketing information and work with your marketing team to deliver compelling messages. Take time to reflect on the sales you have and haven’t made. By analyzing sales with your marketing team, you can focus your message to engage your prospect/ customer more frequently and reduce the number of lost sales

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Jamie has been with Good e-Learning now for nearly two years working as the Marketing Executive. With a background in Marketing including an Msc in Business & Consumer Marketing from the University of Liverpool, he’s been working across all marketing and sales channels in Good e-Learning. In particular, the exciting work with bespoke course and video production and the Learning Ecosystem. Outside of work he’s an avid Arsenal FC fan and has penchant for telling people that Terminator 2 is the best film ever made.