Differences Of Direct-marketing And B2b-sphere
1. Number of the persons making decisions.
In sphere b2b as a rule in the question of decision take part more persons than in sphere of retails. In this connection there is a challenge — to find out who makes decisions and where he can be found.
According to results of researches, in the market b2b there are various categories of the persons making decisions: users, persons of influence, intermediaries.
Users are a circle of persons which will use later a product or service (for example, employees who will work on the got industrial equipment).
Persons of influence are persons who in one way or another influence decision-making on purchase of a product or on refusal of it (for example, experts working in firm in management of the industrial equipment).
Intermediaries are, for example, the secretaries supervising a stream of the information arriving to the persons who makes decisions.
2. Number of potential clients.
In sphere b2c it is much more than in sphere b2b. So, for example, the number of the persons showing interest to the professional stomatologic equipment and buying it is rather insignificant in comparison, for example, with number of potential buyers of home appliances in the market b2c. Often in the market b2b the circle of persons to which company products are interesting is limited to number 100 or 1000. It has some consequences. As it is impossible so to expand simply the market, the hard work is required more with its separate participants than in sphere b2c.
Naturally, in the b2b-market there are also the products intended for wide target groups: a transfer paper, office furniture etc.
3. Frequency of changes of environment.
Firms change constantly and considerably. Many become larger, type the new personnel. Some are closed or decrease in sizes. Employees of firm either go on increase or leave in other organizations. Regular transformations are the normal phenomenon for firm.
Similarities of direct-marketing in spheres b2b and b2с
1. Motivation personal benefit.
There is an opinion that the people working in the company occupying high posts behave on work differently than in private life. However it is necessary to recognize that the person always remains the person even crossing a threshold of the company upon termination of the working day. Therefore it is necessary to remember that it is possible and even it is necessary to communicate with employees of the companies in the same way as with private persons (for example, in questions of their motivation and orientation on utility). Necessarily mention in the message motives and benefits which can be interesting personally to the addressee — for example, possibility to be promoted managements or the additional tool of motivation of the personnel.
2. Ways of decision-making on purchase.
If you buy milk every day hardly you stand about a shelf and reflect on advantage of percent of fat content of milk, about convenience of its packing, about the equipment on which it is made. Most likely, you make a choice impulsively or on a habit. If you have decided to get the new car, at first you try to collect about it as much as possible information, to try it on test drive. In that case decision-making will be extensive.
Both types of decision-making meet both in the market b2с and in sphere b2b.
The understanding of type of the decision accepted concerning the offered goods, channelizes for a strategy choice.
3. Necessity of a database.
It is necessary to notice that a direct-marketing basis in both spheres is the database — addresses, names etc. Nobody in a condition to keep in the head the necessary data about set the person. The database is necessary for you in quality of “the expanded memory”. It needs to be updated regularly, constantly to make actual changes and also to subject available information to the reasonable analysis.
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