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
6/16 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. Understanding the B2C Sales Funnel
Unlike the complex, multi-stage B2B funnel, the B2C funnel is concise. Optimizing each of these simple steps is key to quick conversions.
Awareness: The customer discovers your product (e.g., through a social media ad, a blog post, or a friend's recommendation).
Interest: The customer is curious and wants to learn more. They might click on your ad or visit your website.
Desire: The customer feels a strong pull toward the product. This is where your emotional connection and urgency tactics come into play.
Action: The customer takes the final step and makes a purchase.
2. Key Strategies for Quick Conversions
A compelling brand story gives your customers a reason to care about your business beyond just the product. It makes your brand relatable and human. When you tell your story authentically, you build trust and a deeper connection.
2.1. The Compelling Call-to-Action (CTA):
A strong CTA is a direct command that tells the customer exactly what you want them to do. It should be visually prominent, use action-oriented language, and clearly state the benefit of clicking.
Best Practices:
Use Strong Verbs: "Shop Now," "Download," "Start Free Trial," "Book Your Seat."
Stand Out Visually: Make the button a contrasting color that grabs attention.
Be Specific: Instead of "Click Here," try "Get Your 50% Discount Now."
Examples:
A social media ad for a clothing store with a button that says "Shop the New Collection" instead of just "Learn More."
A mobile app landing page with a large, brightly colored button that says "Download for Free".
2.2. A Frictionless Checkout Process:
Friction is anything that makes the buying process difficult, confusing, or time-consuming. Removing friction is your top priority after a customer has decided to buy.
Tactics to Remove Friction:
Guest Checkout: Don't force users to create an account. Many will abandon a purchase if it requires them to stop and remember a password or fill out a long form.
Minimal Fields: Only ask for the absolute necessary information (name, email, payment details). You can get the rest later.
Multiple Payment Options: Cater to your local market. In many parts of Africa, offering mobile money payment methods like Orange Money or Mvola or Airtel Money is crucial.
Clear Pricing & Shipping: Be transparent about all costs upfront. Hidden fees that appear at checkout are a major cause of cart abandonment.
Examples:
A company with a three-step checkout process: 1) Cart Review, 2) Shipping & Payment, 3) Final Confirmation.
A website that accepts multiple payment types, from credit cards to mobile money and even cash on delivery.
2.3. Harnessing Social Proof:
Social proof is the psychological phenomenon where people follow the actions of others. In B2C, this is a powerful tool for building trust and encouraging quick conversions.
Tactics:
Display star ratings and testimonials prominently on product pages.
Feature photos and videos from your customers on your social media and website.
Show pop-ups that say things like, "Sarah from Antananarivo just bought this item!"
Examples:
An e-commerce site showing a banner that reads "150 people have reviewed this product with a 4.8-star rating."
A product page that says "This item is currently in 15 people's carts."