Selling Retail vs. Selling to Businesses

October 2nd, 2015 by Casey Flores
Linda Irwin asks attendees who services the business sector.

Linda Irwin asks attendees who services the business sector.

When approaching a large corporate account for a sale, you may want to do it a little differently from the way you would an everyday consumer.

That was the topic of the second IWFA Education Day seminar here at the 2015 International Window Film Conference and Tint-Off™.

Linda Irwin, founder of SeeCom Group, broke down the differences between business-to-business (B2B) and business-to-consumer (B2C) business.

“People buy solutions to problems,” Irwin said. Despite your passion for it, they’re not interested in the product—only what it can do for them, she explained.

Business customers and consumers have some things in common: they want their problems solved, they research and shop online, they expect quality and value and they both have multiple choices of vendors.

Profile Buyers

But they differ in a vast number of ways and Irwin said those are important to identify because that will affect strategic messaging. She recommended having different profiles for B2B and B2C and even B2B auto and flat and B2C auto and flat. To do that, build a buyer profile by asking these questions:

  • Who is the decision maker?
  • Who influences their decision?
  • What motivates them to buy?
  • What kind of buyer are they?
  • How do they perceive themselves (professional, thrifty, successful, smart, etc.)?

Once those questions are answered, strategic messages can be made. Irwin gave some examples of how to keep them solutions-focused instead of company or products-centered. She said to start them with the word, “you.”

“Your window tinting needs are unique. Tell us what you need and we’ll help you make it happen,” she said as an example. “You’ve chosen a certified company that gets top consumer ratings every year.”

It takes an adjustment, but she said customers will become more responsive.

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