7 Key Differences Between Business and Consumer Sales

Business Improvement Concept

“Once you start trying to sell creativity, you’re always going to run into the problem that the people selling it aren’t as creative as the people making it, and the people making it don’t know how to talk business with the people trying to sell it.” Dave Pirner

When you’re asked if you can write an effective direct-mail package for a complex industrial process, you might assume it will be no problem… because no matter what the product is, you’re still selling to people.

Well, yes and no.

Although you still are selling a product to a person, writing copy — and devising marketing strategies in general — for Business-to-Business (B2B) is different from marketing Business-to-Consumer (B2C). And experience shows that while there is some overlap, the difference between writing for Business-to-Business vs Business-to-Consumer is significant.

When you market a B2B product, you have to realize that a business’s primary concern — aside from fulfilling its need for a quality product or service — is to streamline the buying process to save time and money. This explains why a B2B purchase is almost always based more on logic than a consumer’s purchase, which is often is based on emotion.

Also, since in most cases the cost of a purchase for a B2B buyer is more expensive than in the consumer market, the B2B transaction often takes more discussion between several key people and decision makers to ensure there is a Return on Investment for the purchase.

Here are seven determining factors that set B2B marketing apart from B2C:

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John Torre

I reside in North Brunswick, NJ, with my wife, Lynn, and daughters Kasey, Jaclyn, and Shelly. We also have a 110 pound, lovable Rottie named Leo that keeps us on our toes! When we're not hard at work we enjoy spending weekends at our bungalow down the Jersey shore, or take extended trips to Walt Disney World as members of the Disney Vacation Club. For kicks, I draw on my dominant "right-brain" and play guitar in classic rock and blues bands, act for local plays and independent productions, and enjoy writing creative fiction. I'm a published author in short fiction and stage plays and a graduate of a local community college's Commercial Writer's Certificate Program. After graduating from the program I was selected as an instructor and taught "Science Fiction, Fantasy & Horror" writing for 8 years. I enjoy many fine relationships I made with my students to this day.

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