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
10/16 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: Social Proof (Evidence of Success)
Social proof is the psychological principle that people are more likely to trust something if others have already trusted it. In B2B, this takes the form of showing that you have a track record of success with other businesses.
1.1. Effective Tactics:
Case Studies:
A case study is a detailed story of how your product or service helped a client solve a specific problem. It should include the problem, your solution, and the measurable results (e.g., "reduced operational costs by 20%"). A good case study provides the logical proof a decision-maker needs to make a decision
Testimonials:
These are quotes from satisfied clients. A good testimonial is specific and addresses a key benefit or fear. Instead of "They were great," use a testimonial that says, "Thanks to [Your Company], we saw a 15% increase in lead generation in the first quarter."
Client Logos:
Displaying the logos of well-known or respected clients on your website and marketing materials immediately lends you credibility.
Third-Party Validation:
Industry awards, analyst reports, or positive reviews on professional platforms like G2 or Capterra serve as independent validation of your claims.
2. Pillar 2: Expertise (The Trusted Advisor)
Being a subject matter expert means you know more than just your product. You understand your client's industry, their challenges, and the broader trends that impact their business. This positions you as a valuable resource, not just someone trying to sell something.
2.1. How to Build Expertise:
Thought Leadership:
Create and share valuable content. This includes writing insightful articles on a blog or LinkedIn, participating in webinars, or speaking at industry conferences. This shows you have unique knowledge and are committed to helping the industry as a whole.
Consultative Approach:
During every conversation, focus on listening and understanding your client's problems. Ask intelligent, probing questions that demonstrate your deep understanding of their business. Frame your product as a solution to their specific, diagnosed problem.
Provide Unconditional Value:
Offer insights, data, or advice even if it doesn't immediately lead to a sale. This builds goodwill and positions you as a long-term partner. For example, you could send a client an article about a new industry trend and say, "I saw this and thought it might be relevant to your strategy."
3. Pillar 3: Consistency & Reliability
Trust is not built in a single day; it is built over time through consistent, reliable behavior.