5min
Module 1: Understanding B2B vs B2C
Module 2: Strategies for B2C Sales
Module 3: Strategies for B2B Sales
Module 4: Adapting Your Sales Based on Context
Module 5: Final Course Project
14/16 Lessons
Content
Assignment
The type of product you sell is a primary driver of your sales strategy. Trying to sell a low-value item with a B2B strategy, or vice versa, is a recipe for failure. This lesson will provide a strategic framework that matches your product to the right sales approach, ensuring your efforts are focused and effective.
Product Type 1: Low-Value, High-Volume (The "Impulse" Product)
Examples: Snacks, a new brand of toothpaste, smartphone accessories, t-shirts, mobile games.
Sales Goal: Sell to as many individual consumers as possible, as quickly as possible. The profit comes from high volume.
Key Strategy: The B2C approach is king.
Emotional Appeal: Focus on the feeling the product gives the customer (joy, comfort, convenience).
Urgency & Simplicity: Use flash sales, limited-time offers, and a frictionless checkout process to drive immediate action.
Channels: Social media marketing, e-commerce, and digital ads are your best friends.
Example: A local brand of unique Malagasy spices sells small packets online. Their social media marketing focuses on the delicious flavors and convenience, and their website offers a simple, one-page checkout. They use targeted ads to reach a wide audience.
Product Type 2: High-Value, Low-Volume (The "Investment" Product)
Examples: Enterprise software, industrial machinery, business consulting services, a corporate fleet of vehicles.
Sales Goal: Close a small number of deals, but each one is worth a lot of money and effort.
Key Strategy: The B2B approach is non-negotiable.
Logic & ROI: Your entire pitch must be built on a strong business case that proves a clear ROI.
Team-Based Selling: You must identify and sell to every member of the buying committee.
Credibility & Trust: Build your reputation as a trusted advisor through expertise and case studies.
Channels: LinkedIn, industry-specific events, and personalized, one-on-one outreach are your most valuable channels.
Example: A company selling a new AI-powered accounting system to a large corporation. The sales cycle takes months. The salesperson provides multiple presentations for different departments, a detailed ROI report for the CFO, and case studies to the IT director to build trust.
Product Type 3: Recurring Services & Subscriptions (The "Partnership" Product)
Examples: Online streaming services, SaaS platforms, monthly training programs, subscription boxes.
Sales Goal: The initial sale is important, but the long-term success of your business depends on customer retention.
Key Strategy: A hybrid approach where the initial sale leads to a strong focus on customer success.
Initial Sale: The first sale might be B2C (e.g., a person signing up for Netflix) or B2B (a company subscribing to a new payroll service). The approach will depend on the audience.
Customer Onboarding & Success: The sales funnel does not end at the purchase. You must have a clear onboarding process to ensure the customer knows how to use your product and gets value from day one.
Account Management: For B2B subscriptions, a dedicated account manager is crucial for checking in, identifying new needs, and ensuring they renew their contract.
Channels: A mix of all channels. Use digital ads for acquisition, but use email and in-app messaging for retention.
