IS THERE A DIFFERENCE BETWEEN SELLING TO BUSINESS-TO-BUSINESS AND BUSINESS-TO-CONSUMER CUSTOMERS?
by Alan J. Zell, Ambassador of Selling

The answers to this question are both yes and no! Yes, because in the minds of people doing the selling, there is; and no, because the principles are the same for both types of selling.

Besides the fact that business-to-business customers buy the same things at lower prices than business-to-consumer customers, there is really only one difference. Business-to-business buyers are looking for a selection to fill a space or their customers' needs; business-to-consumer customers are looking for one item to fill a space or need. Both buyers have a spot that they are trying to fill. That is why they are customers. When there is no space (either figuratively or literally) that needs to be filled either now or in the future, there are no customers.

For either classification of customer, when they are looking to buy or are open to suggestions, what they will accept has to be either contrast/complimentary or complimentary/contrast to their business: i.e., what is under consideration is different but complimentary to what they have, offer, or do . . . or it is complimentary but different to what they have, offer, or do. If it is of such a contrast that it is not complimentary, the customer has no use for it. If it is complimentary and not in contrast it most likely will be the same as what they already have, offer or do. Who needs two suppliers for the same thing? It is important that one understands that these contrast/complimentary and complimentary/ contrast thoughts are always present in their customers' thinking.

Another factor to consider for both types of customers and their contrast/complimentary. complimentary/contrast buying is that both are "upgrading." "Upgrading" is usually thought to be related to purchase for more money. Price can, and sometimes is, a form of upgrading. Price, however, does not have to mean more expensive. Often price is the last form of upgrading to come into play. Better value, wider selections of color, shape, material, uses, sizes, newness, uniqueness, rarity, are forms of upgrading that play a big role in customers' decision making processes.

Upgrading may be filling a space problem that has been nagging the buyer with its glaring cavity, or it's "just something" the buyer believes will to add to or finish off something else. It could relate to something he or she has read about or been told about . . . being "in" before others are in on the "in" or being "out" - not wanting to have or do what everyone else has or does. People upgrade to look better in their own eyes or someone else's eyes. People do not purposely buy something to "downgrade" themselves.

Being aware of these factors in business-to-business and business-to-consumer customers' minds is one thing. Detecting the various components in their thinking is another. The best way to learn which situation they are in -- contrast/complimentary or complimentary/contrast -- is to listen to their comments and questions carefully. This is called "listening between the lines."

All customers have had conversations with others, or for that matter with themselves, before they go looking, or agree to meet with or talk to a salesperson. As they scan catalogues, newspaper and magazine ads, listen to radio commercials. or sit through TV commercials, they will pay attention to those products and services related to what they have been talking or thinking about. Those conversations or thoughts will show up in their comments and questions.

Some customers' comments and questions emphasize what they believe will fit into what they are doing, planning to do, or would like to do. Other comments and questions will be to say they that don't want to make the same mistake others or they previously made. Anyone selling to business-to-business and business-to-consumer customers should be asking himself or herself, "Why are they making those comments or asking their questions that way?"

Are there differences between selling to business-to-business and business-to-consumer customers?

Yes, in the eyes of those doing the selling, there are, but in reality there shouldn't be.

No, because sales can only be made when customers, be they business-to-business or business-to-consumer customers, believe what they are considering fits their contrast/complimentary or complimentary/contrast situation and that they, by making their buying decision, will look better in their own eyes and/or someone else's eyes.

This article was written to help you and your business. If you believe some of these articles will be helpful to your business, please e-mail me your comments on how you will apply them. ajz

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