Now that you have read this chapter, you should be able to understand why and how people buy in B2C and B2B situations.
- You can describe the types of customers and why this information is important in determining customers’ needs.
- You can discuss the implications of Maslow’s hierarchy of needs for selling.
- You can learn the types of buyers and buying situations in a B2B environment.
- You can list the steps in the buying process and describe how and why the process is evolving.
- You can understand the role of emotions in the buying decision.
- You can learn how to use FAB for effective selling.
- You can understand how to develop your personal FAB message.
- You can learn how to make your FAB message memorable in an interview.
TEST YOUR POWER KNOWLEDGE (AnswerS ARE BELOW)
- Describe the three types of B2B customers and what makes them different.
- Name at least three differences between a B2C and a B2B purchase.
- Describe two products or services a B2B purchaser would buy to meet esteem needs.
- True or false: B2B buying decisions are rational.
- True or false: The initiator in a B2B buying situation is also the decision maker.
- Describe the first step in the buying process.
- What is an RFP, and at which stage in the buying process is it used?
- Describe FAB and how it is used in the selling process.
POWER (ROLE) PLAY
Now it’s time to put what you’ve learned into practice. Following are two roles that are involved in the same selling situation—one role is the customer, and the other is the salesperson. This will give you the opportunity to think about this selling situation from the point of view of both the customer and the salesperson.
Read each role carefully along with the discussion questions. Then, be prepared to play either of the roles in class using the concepts covered in this chapter. You may be asked to discuss the roles and do a role-play in groups or individually.
The Best Way to Reach Boomers
Role: Director of marketing at Shooz Athletic Shoe Company
Sales have been far less than expected as a result of the economy. Shooz brand athletic shoes are targeted to baby boomers; they are flexible and comfortable, yet look cool. They are priced higher than the competition, and it seems to have been suffering at the hands of the promotional efforts of competitors. But the marketing strategy of Shooz is to continue to focus on its niche and be higher priced, despite the sinking economy.
You have a limited advertising budget that has been devoted primarily to television advertising. You are in the process of reviewing the numbers before your next meeting.
- Should you be open to new options and ways to increase your business?
- What role could a salesperson play in helping you think about different advertising options?
Role: Internet advertising salesperson
You are a salesperson for an advertising company named Online Marketing Concepts. You sell banner ads, e-mail, and social networking advertising for several online networks. Despite the growth of Internet advertising in the past several years, online advertising sales have been down due to the economy, which has had an impact on your paycheck. You would really like to get the Shooz account to buy some Internet advertising. You’ve done your homework, and you think that online advertising could really help the Shooz business. You haven’t found any ads online for Shooz, and you have a great idea for an interactive advertising campaign targeted to baby boomers. Now, you’re confident that if you get in front of the right person, you can see your idea and help Shooz grow its business.
- What step in the buying process is the director of marketing currently in?
- How might you prepare for this sales call based on what you know?
- How will emotions come into play in the purchase of advertising for Shooz?
- Ask a professor, mentor, or other professional to share her portfolio with you. Ask her how she gathered examples of her work that she shows to prospective customers or employers. Ask for feedback on your portfolio.
- Create an online portfolio including your résumé, samples of your work, letters of recommendation, awards, and other proof of your skills. Review Web sites such as http://sites.google.com and www.myevent.com. Don’t forget to include your URL on your résumé in the contact information area.
- Create a blog to demonstrate your skills. Review Web sites such as www.blogger.com/start and http://wordpress.com as possible hosts for your blog. Choose a topic that you are passionate about (sports, music, movies, fashion, or whatever moves you). Follow the directions to personalize your blog and start writing. Remember to make regular and frequent posts; there’s nothing less professional than an out-of-date blog. Keep it professional. Promote your blog on Facebook, Twitter, LinkedIn, and other professional networking Web sites.
TEST YOUR POWER KNOWLEDGE AnswerS
- Producers are companies or organizations that buy parts or ingredients to make a product or service. Resellers are companies or organizations that buy finished products or services to sell them to other companies or consumers. Organizations are government or nonprofit groups that buy products or services for consumption or to be sold to companies or consumers.
- Size of purchases, multiple buyers, number of customers, and geographic concentration.
- A building that bears the company name; doing business with only those companies that have the best reputations, such as McKinsey & Company; hiring only people who have an Ivy League education.
- False. B2B decisions are dominated by emotions, especially trust and fear.
- False. Although the initiator may be the decision maker, that is not always the case, especially in complex B2B buying decisions.
- Need recognition includes the realization that there is a need for the product or service. The need might be identified by a user or anyone else inside the organization or by a customer.
- The request for proposal is part of step four: searching for appropriate suppliers.
- Feature, advantage, benefit is used in B2B and B2C selling and is used to appeal to a customer’s emotions as in “what will this product or service do for me?”