B2B market requires a completely different marketing and sales methods. B2B market will be the main contact with clients to discuss sales and marketing issues and identify areas for improvement.
B2B business will be a lot of money devoted to advertising, public relations, direct marketing and other brand building activities.
However, B2B companies, the establishment of a strong brand really mean? Brand played in the B2B market, what kind of effect? Have a strong enough brand to it?
Yes, a strong brand on the market and the B2B B2C suppliers on the market are important, but they seem "important" reason not the same. Strong consumer brands to make the customer buy the product, to prevent the transfer to buy competing products, and lower price sensitivity, which is not the same as the case of B2B market. In the B2B market, strong brand to get your attention and consideration, but usually does not directly result in purchase decision, it will not increase customer loyalty or lower price sensitivity. For example, UF's sales staff may be less known than other sales businesses to reach customers more easily, but when the final customer brand influence because of UF to buy products, but the time of its decision a long pull.
The following content can be well explained brand in the B2C and B2B market difference between the role of the market. Consumers mainly by personal taste and style, the enterprise is mainly affected by the impact of the pursuit of profit, therefore, make purchasing decisions, companies will become very rational, they are a product functions and make decisions based on the performance, Moreover, they are in accordance with the product cost reduction, increased production and other capabilities to assess the product features and performance.Because of these differences, we need to reach consumers in a completely different way to reach business customers.
First of all, your product interests must eventually be able to describe the form of money. Products, "the fastest", "most likely to upgrade," "most complete" of course true, but how this excellent value to reflect the currency of it? The extent to which the customer can reduce the cost?
Secondly, the product the monetary value of benefits must be able to be clear, fluent enough to express, to do this, customers or potential customers have to do in-depth research.
To the right way to reach customers on the B2B market, companies should establish their own "customer value model", "customer value model" in monetary terms to a detailed description of the form provided by the supplier or to provide goods relative to the competition value.
The Construction of "customer value model" of the process, companies need to carefully check their content in the provision of affected or when the function and performance can affect the way customers, it can be expressed in monetary terms of the size of the. In addition, the model will be on the competitor's product offering to do a similar analysis. Since the study is the use of customers in real situations to carry out, so it provides an objective, data-driven comparison, it can help companies to provide superior value in their market segment looking for new opportunities also help companies with relatively weak demand in the value market segments to provide support.
This is very important, four out strategic management consulting that business customers make choices between competing products mainly depends on two things: price and value. For example, suppose a company is weighing the two, "Learning Management System" vendor's proposal , a supplier called A, another vendor called B, then, the company will refer to the following equation to compare the two suppliers of product supply.
The companies will choose to value and price can provide the biggest difference of LMS suppliers, rather than to the lowest price as the standard. Of course, companies do not normally purchase decisions in this way. However, decision-making is usually because they do not which party can successfully describe the real value of the enterprise products.
Reference:
企业应如何开展B2B市场的营销
企业应如何开展B2B市场的营销
蔡强, 中国总裁培训网, (online) (cited 7 Feb 2011). Available from
