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
12/16 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. Understanding the B2B2C Model
In a B2B2C model, your company's product or service is not used by your direct client. Instead, it is the product or service that your direct client then sells to their customers. Your success depends entirely on your client's ability to sell to the final consumer.
This model involves two distinct sales stages:
The B2B Stage: Your sale to the business client.
The B2C Stage: Your client’s sale to the end consumer.
To be successful, you must not only win the B2B sale but also provide your business client with the resources to win the B2C sale.
1.2. Stage 1: The B2B Sale
This is where you apply all the B2B strategies you learned in Module 3. You are selling to a buying committee, the sales cycle is long, and the decision is based on logic and ROI.
Who you're selling to: The business (e.g., the school administration, the bank's management team, the distributor).
What you're selling: A business solution.
Your pitch must focus on:
ROI: How will your product help the business make more money, save money, or become more efficient?
Risk Mitigation: How is your solution a safe and reliable investment?
Scale: How can your product help them serve more of their customers?
Example: A company selling a mobile banking platform to a bank. Your pitch to the bank's executives would focus on how the platform will reduce operational costs, attract a younger customer base, and provide a competitive advantage.
1.3. Stage 2: Enabling the B2C Sale
This is where you shift gears and provide the tools for your client's B2C success. The sale is no longer in your hands, but your influence on it is critical. You must empower your client to sell to their consumer base effectively.
Who your client is selling to: The end consumer (e.g., the student, the bank's customer, the retailer's customer).
What your client is selling: A personal solution.
What you must provide your client:
B2C Marketing Materials: Provide your client with marketing copy, visuals, and templates they can use to appeal to the end consumer's emotions.
Emotional Messaging: Help them develop a simple, compelling message that speaks to the consumer's personal pain points and desires.
Training & Support: Train your client's sales or marketing teams on how to sell your product to the final consumer.
Example: For the mobile banking platform, you would provide the bank with marketing materials for their customers. The messaging would focus on the emotional and personal benefits: "Bank from your phone and save time," "Manage your money securely," or "Get access to your funds anywhere, anytime." This message is simple, emotional, and consumer-focused.