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
2/16 Lessons
Content
Histoire de vie réelle
Dans cette leçon, vous apprendrez ce que signifie vraiment le marketing — surtout si vous avez toujours pensé qu'il s'agissait simplement de convaincre quelqu'un d'acheter. Vous verrez que le marketing commence avant la vente et continue après qu'une personne devient votre client. Et surtout, vous comprendrez comment VOUS pouvez utiliser le marketing même si vous débutez avec une petite idée d'entreprise.
1. B2C: The Merged Role
In the B2C context, the "Decision-Maker" and the "End-User" are one and the same. The person who chooses to buy a product is the same person who will derive personal benefit from using it. This simplifies the sales process as you only have one person's needs, desires, and pain points to address.
Emotional Connection: Your primary goal is to forge an emotional connection with this single person. You can use direct, personal language and appeals that focus on their individual satisfaction.
Direct Benefits: Your message should highlight immediate, personal benefits like convenience, joy, comfort, or solving a personal problem.
Simplicity: The buying process is designed to be as simple and frictionless as possible, as there are no internal hoops to jump through.
Here some examples:
A student buying a subscription to a language learning app. They are both the one who decides to pay and the one who will use the app to learn.
A cook buying a new kitchen gadget. They are the one who decides it's worth the money and the one who will use it to make their cooking easier.
2. B2B: The Split Roles
In a B2B sale, the "Decision-Maker" and the "End-User" are distinct individuals or groups with different goals and concerns. You are not selling a personal solution; you are selling a business solution, and you must win over both audiences.
The End-User: This is the person who will actually interact with your product or service on a daily basis. Their primary concerns are practical:
Ease of Use: Is the product easy to learn and use?
Efficiency: Will it make my job easier and save me time?
Functionality: Does it have the features I need to do my job effectively?
The Decision-Maker: This is the person with the authority to approve the budget and sign the contract. Their primary concerns are strategic and financial:
ROI (Return on Investment): How will this investment benefit the company's bottom line?
Strategic Fit: Does this solution align with our company's long-term goals?
Risk: What is the potential risk of a bad investment (financial, operational, reputational)?
Scalability: Can this solution grow with our company?
Here are some examples:
Product: New marketing automation software for a company.
End-User Pitch (to the Marketing Manager): "This platform will save your team 10 hours a week by automating social media posts and email campaigns. It's user-friendly and integrates seamlessly with your current tools."
Decision-Maker Pitch (to the CEO/CFO): "By automating key marketing tasks, this software will increase our lead generation by 30% and reduce operational costs by 15% in the first year alone. It's a scalable investment that directly impacts revenue growth."
Product: A new corporate wellness program for a large company.
End-User Pitch (to the employees): "This program offers personalized fitness plans and mental health support, helping you feel more energized and balanced at work and at home."
Decision-Maker Pitch (to the HR Director/CEO): "By investing in employee well-being, we can expect a 25% reduction in sick days, a boost in employee morale, and a significant decrease in staff turnover, which will save the company thousands in hiring costs."
Putting it Together:
A common mistake in B2B sales is to use a one-size-fits-all pitch. You can't just talk about features and hope to win over a CFO. You need to identify who you're talking to in every meeting and adjust your message accordingly. This often means preparing two separate sets of talking points for every presentation: one focused on functionality and one focused on strategy and ROI.