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
8/16 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 B2B Buying Center
In B2B, a purchase is a strategic investment for the entire company. To mitigate risk, multiple stakeholders are involved in the decision, each with their own unique motivations. Your goal is to map out this team and create a tailored approach for each member. Here are some examples with their roles, motivation, and the pitch you should focus on.
1. The End-User (The User)
Role: The person who will actually use your product or service on a daily basis. They are the most concerned with practicality and functionality.
Motivations: How will this product make my job easier, more efficient, and more enjoyable? Will it save me time and frustration?
Pitch Focus: Features, ease of use, training, and direct benefits to their workflow.
Example: For a new project management tool, the End-User is the project manager. Their pitch should focus on how easy it is to track tasks, communicate with the team, and manage deadlines.
2. The Influencer
Role: An expert or advisor who provides input and recommendations on a purchase, but does not have the final say. They can be internal (e.g., an IT manager) or external (e.g., a consultant).
Motivations: Does this solution align with our technical standards? Is it secure? Is it compatible with our existing systems? Is it a good investment for the company?
Pitch Focus: Technical specifications, data sheets, security reports, case studies, and testimonials from similar companies.
Example: For a new software system, the IT department is an Influencer. Their pitch should address security protocols, integration capabilities, and technical support.
3. The Gatekeeper
Role: An individual who controls the flow of information and access to the decision-makers. This is often an executive assistant, a junior team member, or someone in the procurement department.
Motivations: Is this a legitimate request? Is this a good use of my manager's time? Am I making a mistake by letting this through?
Pitch Focus: Be respectful, clear, and concise. Explain the value you can provide in a way that is easy for them to pass on to their manager. Provide all necessary information upfront.
Example: When contacting a CEO, the Gatekeeper is often their assistant. Your pitch to the assistant should focus on a brief, compelling reason why the CEO should take a meeting with you, such as "to discuss how we helped Company X increase its efficiency by 30%."
4. The Decider (The Decision-Maker)
Role: The person or group with the authority to give the final approval and sign the contract. This is often a CEO, a department head, or a board of directors.
Motivations: What is the ROI? How will this impact our bottom line? Is this a low-risk decision? Does it align with our strategic goals?
Pitch Focus: High-level, strategic benefits. Focus on revenue growth, cost reduction, market share, and long-term value.
Example: The ultimate Decider for new enterprise software is often the CEO or a C-suite executive. Your pitch should be a strategic conversation about how your solution will help the company grow, not just about features.
2. Mapping Your Stakeholders
Before any B2B sales call, you should create a simple stakeholder map. Identify the names, roles, and motivations of every person you can. This allows you to plan your strategy, anticipate objections, and prepare a tailored pitch for each member of the buying center.