Selling in the b2b (business to business) sphere is considered more difficult than in b2c (business to individuals). This is actually true. Let's find out why. Sometimes you first need to tell the client that he needs your product. There are many competing companies on the market with similar products that have to prove their advantages to potential buyers every time.
The decision-making period is quite long. Buying a complex product does not happen overnight. First, you will have to establish a relationship with the client, gradually leading him to the realization that he needs your product. And then push him to make a positive decision about the purchase.
The latter, in turn, is not made by one uae email list or another employee. As a rule, several people are involved in the chain. Often in large companies this process is divided into specific roles, which means that you, as a seller, make the first communication with the person standing at the very beginning of the long chain of hierarchy. The final decision will most likely be made by one of the top managers, and the first communication usually occurs with an ordinary specialist.
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Alexander Kuleshov
Alexander Kuleshov
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This employee collects commercial proposals from all potential sellers, structures it into a table and passes the data on for study above. That is, it turns out that your primary task is to make sure that the one who will have the final word on concluding a deal visits your site and subscribes to the newsletter.
When interacting with a potential client, several communication channels are used at once: first, he visited your company's website through contextual advertising to see the prices and download the price list. Then he contacted you by phone, indicated in the price list, to clarify the details of the order and delivery. Then he subscribed to your email newsletter to follow the development of the company and not miss important events. In the end, he simply placed an order by writing to the email address and clarifying a number of questions by phone with the manager.
How to correctly evaluate the effectiveness of each channel in this case? How to understand where exactly a particular buyer came from? Every b2b company is interested in this, so it tries to build end-to-end analytics. Of course, the problem of data analytics can be partially solved, but the indicators obtained in this way will be inaccurate, and the process of its implementation will be extremely difficult and too costly.
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Complex logistics. This is quite understandable. If, for example, you sell metalworking machines, then calculating delivery to the customer may take some time. It is also important to correctly take into account all the delivery parameters: distance to the customer's settlement, date, time, dimensions of the cargo. It becomes obvious that the cost will be much higher than the usual couple of hundred rubles for the same service for a small product ordered by an individual.