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A consumer who purchases in a B2C environment is the end user of the product or service.
A B2B purchaser, also called an organizational or institutional purchaser, buys a product or service to sell to another company or to the ultimate consumer.
B2B purchasers may be producers, resellers, or organizations.
B2B buys are characterized by being methodical, complex, budgeted, high risk, analytical, and coordinated across different parts of the company.
B2B purchases are larger than B2C purchases, include multiple buyers, involve a smaller number of customers, and are geographically concentrated.
Maslow’shierarchy of needs describes how people are motivated based on the level of needs that are being satisfied. Understanding a customer’s motivation based on the hierarchy can provide valuable insights for selling.
There can be several types of people involved in a B2B purchasing decision, including users, initiators, influencers, and decision makers An individual such as a buyer, purchasing manager, or materials manager might make buying decisions. Some companies use a buying center, a cross-functional team that makes buying decisions on behalf of the company.
The traditional B2B buying process has seven steps: need recognition, defining the need, developing the specifications, searching for appropriate suppliers, evaluating proposals, making the buying decision, and post purchase evaluation.
Emotions such as comfort, security, convenience, pleasure, and vanity are major motivations for buying decisions. Trust and fear are especially important in B2B buying.
FAB (a.k.a. features, advantages, benefits) is the way to appeal to your customer’s emotions with factual and emotional appeals.
A feature is what a product has.
An advantage is what the feature does.
A benefit is what the features mean to the customer.