{"id":311,"date":"2022-02-02T17:59:20","date_gmt":"2022-02-02T22:59:20","guid":{"rendered":"https:\/\/pressbooks.bccampus.ca\/thepowerofselling\/?post_type=chapter&#038;p=311"},"modified":"2022-02-02T17:59:20","modified_gmt":"2022-02-02T22:59:20","slug":"key-takeaways-6","status":"publish","type":"chapter","link":"https:\/\/pressbooks.bccampus.ca\/thepowerofselling\/chapter\/key-takeaways-6\/","title":{"raw":"Key Takeaways","rendered":"Key Takeaways"},"content":{"raw":"<ul>\r\n \t<li>A\u00a0<strong>consumer\u00a0<\/strong>who purchases in a B2C environment is the end user of the product or service.<\/li>\r\n \t<li>A B2B purchaser, also called an\u00a0<strong>organizational\u00a0<\/strong>or\u00a0<strong>institutional\u00a0<\/strong>purchaser, buys a product or service to sell to another company or to the ultimate consumer.<\/li>\r\n \t<li>B2B purchasers may be\u00a0<strong>producers<\/strong>,\u00a0<strong>resellers<\/strong>, or\u00a0<strong>organizations<\/strong>.<\/li>\r\n \t<li>B2B buys are characterized by being methodical, complex, budgeted, high risk, analytical, and coordinated across different parts of the company.<\/li>\r\n \t<li>B2B purchases are larger than B2C purchases, include multiple buyers, involve a smaller number of customers, and are geographically concentrated.<\/li>\r\n \t<li><strong>Maslow\u2019s<\/strong>\u00a0<strong>hierarchy of needs\u00a0<\/strong>describes how people are motivated based on the level of needs that are being satisfied. Understanding a customer\u2019s motivation based on the hierarchy can provide valuable insights for selling.<\/li>\r\n \t<li>There can be several types of people involved in a B2B purchasing decision, including\u00a0<strong>users<\/strong>,\u00a0<strong>initiators<\/strong>,\u00a0<strong>influencers<\/strong>, and\u00a0<strong>decision makers<\/strong>\u00a0An individual such as a buyer, purchasing manager, or materials manager might make buying decisions. Some companies use a\u00a0<strong>buying center<\/strong>, a cross-functional team that makes buying decisions on behalf of the company.<\/li>\r\n \t<li>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.<\/li>\r\n \t<li>Emotions such as comfort, security, convenience, pleasure, and vanity are major motivations for buying decisions. Trust and fear are especially important in B2B buying.<\/li>\r\n \t<li><strong>FAB<\/strong>\u00a0(a.k.a.\u00a0<em>f<\/em>eatures,\u00a0<em>a<\/em>dvantages,\u00a0<em>b<\/em>enefits) is the way to appeal to your customer\u2019s emotions with factual and emotional appeals.\r\n<ul>\r\n \t<li>A\u00a0<strong>feature\u00a0<\/strong>is what a product\u00a0<em>has<\/em>.<\/li>\r\n \t<li>An\u00a0<strong>advantage\u00a0<\/strong>is what the feature\u00a0<em>does<\/em>.<\/li>\r\n \t<li>A\u00a0<strong>benefit\u00a0<\/strong>is what the features\u00a0<em>mean\u00a0<\/em>to the customer.<\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>","rendered":"<ul>\n<li>A\u00a0<strong>consumer\u00a0<\/strong>who purchases in a B2C environment is the end user of the product or service.<\/li>\n<li>A B2B purchaser, also called an\u00a0<strong>organizational\u00a0<\/strong>or\u00a0<strong>institutional\u00a0<\/strong>purchaser, buys a product or service to sell to another company or to the ultimate consumer.<\/li>\n<li>B2B purchasers may be\u00a0<strong>producers<\/strong>,\u00a0<strong>resellers<\/strong>, or\u00a0<strong>organizations<\/strong>.<\/li>\n<li>B2B buys are characterized by being methodical, complex, budgeted, high risk, analytical, and coordinated across different parts of the company.<\/li>\n<li>B2B purchases are larger than B2C purchases, include multiple buyers, involve a smaller number of customers, and are geographically concentrated.<\/li>\n<li><strong>Maslow\u2019s<\/strong>\u00a0<strong>hierarchy of needs\u00a0<\/strong>describes how people are motivated based on the level of needs that are being satisfied. Understanding a customer\u2019s motivation based on the hierarchy can provide valuable insights for selling.<\/li>\n<li>There can be several types of people involved in a B2B purchasing decision, including\u00a0<strong>users<\/strong>,\u00a0<strong>initiators<\/strong>,\u00a0<strong>influencers<\/strong>, and\u00a0<strong>decision makers<\/strong>\u00a0An individual such as a buyer, purchasing manager, or materials manager might make buying decisions. Some companies use a\u00a0<strong>buying center<\/strong>, a cross-functional team that makes buying decisions on behalf of the company.<\/li>\n<li>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.<\/li>\n<li>Emotions such as comfort, security, convenience, pleasure, and vanity are major motivations for buying decisions. Trust and fear are especially important in B2B buying.<\/li>\n<li><strong>FAB<\/strong>\u00a0(a.k.a.\u00a0<em>f<\/em>eatures,\u00a0<em>a<\/em>dvantages,\u00a0<em>b<\/em>enefits) is the way to appeal to your customer\u2019s emotions with factual and emotional appeals.\n<ul>\n<li>A\u00a0<strong>feature\u00a0<\/strong>is what a product\u00a0<em>has<\/em>.<\/li>\n<li>An\u00a0<strong>advantage\u00a0<\/strong>is what the feature\u00a0<em>does<\/em>.<\/li>\n<li>A\u00a0<strong>benefit\u00a0<\/strong>is what the features\u00a0<em>mean\u00a0<\/em>to the customer.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n","protected":false},"author":284,"menu_order":6,"template":"","meta":{"pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[49],"contributor":[],"license":[],"class_list":["post-311","chapter","type-chapter","status-publish","hentry","chapter-type-numberless"],"part":180,"_links":{"self":[{"href":"https:\/\/pressbooks.bccampus.ca\/thepowerofselling\/wp-json\/pressbooks\/v2\/chapters\/311","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pressbooks.bccampus.ca\/thepowerofselling\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/pressbooks.bccampus.ca\/thepowerofselling\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/pressbooks.bccampus.ca\/thepowerofselling\/wp-json\/wp\/v2\/users\/284"}],"version-history":[{"count":1,"href":"https:\/\/pressbooks.bccampus.ca\/thepowerofselling\/wp-json\/pressbooks\/v2\/chapters\/311\/revisions"}],"predecessor-version":[{"id":312,"href":"https:\/\/pressbooks.bccampus.ca\/thepowerofselling\/wp-json\/pressbooks\/v2\/chapters\/311\/revisions\/312"}],"part":[{"href":"https:\/\/pressbooks.bccampus.ca\/thepowerofselling\/wp-json\/pressbooks\/v2\/parts\/180"}],"metadata":[{"href":"https:\/\/pressbooks.bccampus.ca\/thepowerofselling\/wp-json\/pressbooks\/v2\/chapters\/311\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/pressbooks.bccampus.ca\/thepowerofselling\/wp-json\/wp\/v2\/media?parent=311"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/pressbooks.bccampus.ca\/thepowerofselling\/wp-json\/pressbooks\/v2\/chapter-type?post=311"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/pressbooks.bccampus.ca\/thepowerofselling\/wp-json\/wp\/v2\/contributor?post=311"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/pressbooks.bccampus.ca\/thepowerofselling\/wp-json\/wp\/v2\/license?post=311"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}