Sales b2c and b2b - what is it in simple terms? What is b2b and b2c in simple terms

B2c and b2b are two big separate worlds in sales. Very often entrepreneurs fail because they don't understand that the rules of the game b2b and b2c are completely different. And in this article, we will analyze in simple terms - how exactly they differ, and how we can play in these markets in order to win.

What is b2b and b2c in simple terms?

The term "b2c" comes from the English "business to consumer" (literally - "business for the consumer"). The two in the abbreviation "b2c" is inserted for brevity, because the English "two" (two) and "to" (for) sound the same. They also like, for example, to write "2U" ("for you").

This term means the sale of goods and services individuals. That is, the client buys something for himself, for his personal use.

It's the same with b2b. This already stands for "business to business" ("business for business"). And this concept means the sale of goods and services for the needs of companies. That is, people do not buy in order to use it themselves, but because they need it to run their own business.

And for starters - here are a couple of examples for clarity.

For example, I have a business - a translation agency. We do translations various documents and references in foreign languages. What do you think - is it b2b or b2c? And you can't say that directly. Because everything depends on the situation.

If a person comes to us who needs to translate a birth certificate in order to go abroad and receive a residence permit there, we work b2c. Because the client orders the translation for himself and for his own needs.

And if a representative of a plant that bought a new Italian machine contacts us, and now they need to translate all the instructions so that the workers can work on it, this is already b2b. The representative of the plant will not personally enjoy reading the translation of our instructions in the evenings on the balcony. The transfer is carried out so that their business (factory) can continue to work.

By the way, pay attention - in both cases, customers are forced to order our services. If it were not for the circumstances, it would never have occurred to anyone to order translations of documents. This is me to the fact that it would be wrong to think that b2c is when a person buys something for his own pleasure.

Thus, we have conclusion No. 1 - the same company can simultaneously work in the b2b market and in the b2c market. The only question is who will pay for the work - the person himself or his company.

Think you already figured out what is what? Let's check.

An example of b2b that are NOT b2b

Here's a trick question for you. Delivery of sushi or pizza - is it b2c or b2b?

At first glance, this is pure b2c. After all, people order food with home delivery for themselves. What if it's a corporate event? Colleagues gather on the occasion of the upcoming New Year in one of the conference rooms of their company, and there they cheerfully eat the ordered pizza and sushi, interspersing this with dancing and love adventures.

What pays for all this dumping of the accumulated negative is the company where the employees work. So this is already getting b2b? And here it is not. More precisely, it is not necessarily b2b. It depends on whether the head of the company is present at the corporate party. If he is not there (and he formally allocates the money), then the delivery of sushi and pizza becomes b2b.

But if he is there, and he personally deigns to eat the brought fast food, then this is already pure b2c. By the way, even the companies that will be contacted for delivery in the first and second cases are likely to be different.

Do you know why? Because b2b and b2c buy differently.

How "businesses" buy and how "consumers" buy

Imagine such a situation. You have decided to buy a new laptop. By all rights, you are entering the b2c sphere because you are going to buy a product for yourself and for your personal use.

Do you buy the most expensive laptop or the cheapest? Neither one nor the other. You will buy the most expensive laptop you can afford.

That is, if you have 50 thousand rubles, then you can buy a laptop for exactly 49.990 rubles, and don’t even look at laptops for 15 thousand. Do you know why? Because you want the best quality for yourself.

Yes, of course, a high price does not always mean high quality. Therefore, you will spend not only money. You will also spend a lot of time trying to choose the highest quality out of all laptops in the “about fifty dollars” price category - maximum RAM, a more powerful card, nicer materials, and so on.

And you know what's the funniest thing? 95% of the time on this laptop you will only surf the Internet and watch TV shows. That is, these are the tasks that a laptop for 15 thousand rubles could easily cope with. But human psychology does not allow you to act intelligently. And you buy the highest quality of what you have enough money for.

But b2b sales work in a completely different way.

How to buy "businesses"

Now imagine the same situation, but from the point of view of the head of the company. Here you need to purchase a batch of computers for your new management department.

Do you buy the most expensive computers? Or will you buy the cheapest computers? And again, nothing. neither. You buy the cheapest computers that will allow you to complete your tasks.

That is, if there is a computer for 20 thousand, on which you can edit documents and send them by mail, and there is the same one for 15 thousand, then you can be sure that the manager will order exactly those for 15.

And let the employees grumble with displeasure that their boss is a miser, and he could have “spoiled himself” on a computer with a more comfortable keyboard. None of this matters in b2b. The main thing is that the task for which the product or service is purchased is being fulfilled.

Let's go back to our pizza and corporate party example. If the head of the company is not present at the party, he will order cheaper pizza (just so that people have something to eat). And then it will be b2b.

But if "the chef himself will be there" - then he will make sure that the pizza was both tasty and warm, and with pineapples, as he likes. And then the pizza delivery man, without noticing it, will jump into the b2c sphere.

Due to this difference in the psychology of consumption, various funny situations often arise. Let me briefly tell you one such from my experience.

Why performers are offended by "bad" customers

As I wrote above, I have my own translation agency. And I myself am also a translator. And before, I had quite close contact with my own kind (other translators) on various forums and in VKontakte groups.

And do you know what was one of the most favorite topics for discussion? It was a thread about rogue customers who "do not understand" that translation is one of the most difficult and dangerous professions in the world and do not want to pay us the money we really deserve.

And in each such discussion, an argument was necessarily given why these customers of ours were not just scoundrels, but also fools. Like, we always choose the highest quality. Here I am (translator Vasya Pupkin) is always ready to overpay for sausage in the store. But I will get QUALITY!

After reading this article, such statements will probably seem ridiculous to you. I tried several times to explain there that in most cases the plant orders the translation of documents, because it is required by law. They need to be translated, shown to the inspector, and then put away forever in some dusty closet.

That is, formally, the task of translation is simply “to be” (so that some letters are written on the sheets), because no one will read and check it later anyway. Accordingly, what is the point of hiring an expensive professional for this? A student will cope with this at a price of 50 rubles. per page.

Therefore, it is very important to understand what your customer wants and why he needs it. And then you will be able to sell your goods and services much more efficiently, at least b2c, at least b2b. By the way, what is the best way to sell them?

How best to conduct b2b and b2c sales

There are several fundamental differences between “businesses” and “consumers”. Based on these differences, you need to build your marketing.

Difference #1- Businesses are bought mainly when it's already "hot", and you can't do without spending money. Mere mortals (like you and me) buy when they really want something.

Difference #2 There are far fewer businesses than individuals.

Difference #3- Businesses have much more money than ordinary "consumers".

Given all of the above, we can conclude that in the b2b sphere it is better to sell something quite large and expensive, making only a few sales per month (or even per year). And in the field of b2c, it is better to engage in mass low-cost sales.

At the same time, your product for the b2b market should be their vital necessity. Something without which they simply cannot work normally. Then they will come to you for your goods. But for individuals, your product may not have any special practical value.

The main thing in working with "live" buyers is to make them want what we offer. At what it is possible to create such a desire from scratch. That is, even if five minutes ago they did not know anything about us or our product, we can quickly “warm up” them to a state of readiness for purchase.

True, the purchase amount will still be small. the whole and other selling techniques, such as for example, are built on this.

Accordingly, the main way to promote b2c goods and services is the usual mass advertising. And the main way to promote b2b is personal meetings and protracted negotiations. You can read about how such sales are built in the article.

Of course, there are exceptions to any rule. And there are successful b2b companies that sell inexpensively and in bulk (stationery). There are also b2c companies that sell expensive and low prices (yachts, planes). But exceptions, as always, only prove the rule.

Summary

It only remains for us to summarize all of the above for better assimilation.

• B2b is business to business. Companies that sell goods and services to other companies. B2c is "business to consumer". When goods and services are sold to specific individuals for personal use.
• The same company can work in both b2b and b2c. It all depends on who exactly and why places an order with them.
• Individuals buy the most expensive thing they can afford.
• Businesses buy the cheapest of what will perform the task.
• In the b2b sphere, it is better to sell something quite large and expensive, making only a few transactions per month or per year. And for promotion it is better to use personal meetings and negotiations.
• In the b2c sphere, it is better to sell something inexpensive and in high demand. And for promotion, you need to use the usual mass advertising.

I hope I have explained clearly enough what b2b and b2c are, and now you will be able to work more effectively in these areas. Add the article to "favorites" and share it with your friends using the buttons below.

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