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
4/16 Lessons
Content
Assignment
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. Pillar 1: Creating Urgency
Urgency is a powerful psychological lever that compels customers to act immediately. It taps into the emotional trigger of "fear of missing out" (FOMO) or the desire to seize a unique opportunity. Urgency is not about being deceptive; it's about providing a legitimate reason for a customer to act without delay.
1.1. Types of Urgency
Time-Based Urgency: This is the most common form. It creates a deadline for the customer to complete their purchase.
Examples: "Flash Sale: 24 Hours Only," "Offer Ends at Midnight," "Your coupon expires in 15 minutes."
Scarcity-Based Urgency: This appeals to the fear of missing out on a limited supply of a product.
Examples: "Only 3 items left in stock," "Limited Edition," "This offer is only for the first 100 customers."
Event-Based Urgency: This ties the offer to a specific event or date, making the opportunity time-sensitive.
Examples: "Order by December 20th for guaranteed Christmas delivery," "Get your tickets for this weekend’s concert before they sell out."
1.2. How to Implement Urgency
Use clear, compelling language in your call-to-action (CTA).
Utilize countdown timers on your website.
Display real-time stock counts.
Highlight exclusive, members-only offers.
2. Pillar 2: Ensuring Simplicity
The buying process must be as frictionless as possible. The moment a customer encounters a barrier—a difficult navigation, a long form, or confusing language—they can experience "analysis paralysis", where they become overwhelmed and choose to do nothing. Your job is to make the buying path feel natural and effortless.
2.1. Key Areas for Simplicity
Clear and Concise Messaging: Your product's value proposition should be instantly understandable. Don't use jargon. A customer should know exactly what they are getting and why they need it within a few seconds of seeing your ad or visiting your page.
Effortless Navigation: The customer should be able to find what they want and get to the checkout page in the fewest clicks possible. Use clear categories, a visible search bar, and intuitive menus.
Streamlined Checkout Process: This is the most critical part. Every extra field, every unnecessary question, and every confusing step will lose you a percentage of sales.
Best Practices: Offer guest checkout (don't force account creation), allow multiple payment options (credit card, mobile money, PayPal), and save customer information for future purchases. A good rule is to require as little information as possible to complete the transaction.
Examples:
Simple Messaging: A coffee brand's website says "The Best Coffee for Busy Mornings." vs. a brand that says "Our artisanal coffee is a blend of micro-roast single-origin beans, leveraging state-of-the-art thermal technology."
Simple Checkout: An e-commerce site that only asks for a name, email, and payment details vs. one that requires you to fill out a full profile with a password, phone number, and address before you can even see shipping options.