The sale in the B2B sector has different characteristics from that of the B2C. First, the number of potential customers in the B2B world is lower than the user base reachable by the B2C markets.
Another fundamental difference is the number of decision makers and the motivation that drives customers to purchase. While in B2C the need that drives a purchase is above all an emotional nature and linked to a single consumer, in B2B instead the purchasing decisions are driven by a rational need and the involvement of multiple decision makers also from different business sectors.
Furthermore, in B2B sales cycles are longer and can require several months of negotiation and multiple steps in the sales process, with requests for orders often of considerable quantities. On the other hand, however, the relationship with the customer is usually ongoing and long-term.
Some examples of B2B sales are:
- Wholesale distribution services
- Communication services
- Professional services: legal, market research, website building, etc...
The web in the sales system
Today, the sales system is transforming and evolving a lot, not only in the B2B world, but throughout the commercial landscape. In fact, digital has made its way, taking up space and changing the sales methods of various sectors.
The web allows sellers to expand their range of action and find potential contacts more easily. In the same way, consumers browsing online can more easily find potential sellers and have a wider range of alternatives available to evaluate. We refer, to ICT "Information and communications technology", i.e., information and communication technologies. Anything that allows users to create, share and store information. From physical cables that allow internet connections, to devices such as computers and smartphones, web and cloud applications.
The development of ICT has led to many advantages:
- It made it possible to connect with several people simultaneously
- It has reduced the problem of physical distance
- It has made it easier to display and sell your products
- It has made it possible to organize and manage a company via digital
- It has facilitated ways to find new partners and customers
But to take advantage of these strengths also in B2B sales, B2B companies must work hard on their online presence, without taking anything away from their offline presence and the traditional contact and sales methods. In fact, word of mouth remains an extremely powerful tool.
Indeed, this applies perfectly even in the digital world. In fact, rumors spread even faster on the web than in person. Potential customers rely heavily on recommendations from other customers. They read the reviews, inquire about the product and the satisfaction of those who have already trusted a particular brand.
B2B sale through site
The first step to taking advantage of these channels is to build a website. The main information that must be included:
- What the company does
- Its products
- Its story
- The contacts
Specifically, a company's history serves to give it credibility in the eyes of users. It makes the company somehow more human and, consequently, also approachable. If you want to enrich the site, you can add a page on the production processes. In this way, the potential customer knows the various phases involved in product manufacturing.
To ensure that the site appears high in web search results and is easily found by users, it is good to build the point of view of SEO. To do this, you can work both with the internal pages of the site and by creating a blog.
For example, the blog can provide insights concerning the company's product and production processes, to provide useful information to the reader. In this way, a good SEO is built, and the site is kept active, increasing its traffic, and attracting users interested in those topics.
Another element to underline is that the web is the best seller because it is always available. It never closes, regardless of the time you browse. This is also optimal for being found by possible foreign partners. Furthermore, the web adapts to everyone's needs. With today's tools, even with a small budget, you can get a website built according to the company's needs.
B2B selling on social media
Most prospects spend a lot of time on social media, whether it's for work or play. As far as the B2B sector is concerned, LinkedIn is certainly in first place. It is an excellent social network for building a network of contacts and therefore also potential customers, to increase the visibility of your company and share valuable content.
However, it is good to adapt your communication to the best social network for your target, even in the case of B2B companies. For this reason it is good to first understand who your target audience is, acting accordingly in building a suitable communication.
It should be emphasized that the main social networks all have the possibility of sponsoring posts towards a well-defined and selected target according to specific factors, including:
- Age
- Type
- Interests
- Geographic location
- Degree
And many other elements that can be added and removed to create the perfect target to address the post you want to sponsor. In this way, communication can be personalized to the maximum, making the sales experience suitable for the identified target.