Direct sales B2B. What is B2B-selling. What is B2B.

The B2B electronic trading platform was founded in 2002 by the OAA Center for Economic Development Center. This ETP is leading for purchases of goods, works and services in the B2B sector (Business-to-Business).

On this site, more than 3,500 procedures are held daily, various types and subjects. Purchases are carried out in all major types: quotations of quotations and suggestions, electronic auctions, contests and competitive negotiations.

The B2B Center trading platform for March 2017 has more than 310 thousand participants and more than 760,000 purchasing procedures carried out by 8.8 trillion. rub.

For suppliers, the ETP B2B allows you to significantly expand the spheres of sales of their products, works and services, because There is a large number of customers on the court, newer lots are published daily and a large number of purchasing procedures are held.

Registration on the site

To work with the electronic platform, it is necessary to have accreditation on it and an electronic signature. All participants in the choice are offered several tariffs depending on the services and the duration of their connection. After examining the Tariffs tab detail, each participant can choose for itself the most suitable option.

Work at the B2B Center site

For convenience, in addition to the service itself, a number of functions are available on the B2B Center site:

Help in barking on ETP B2B Center

To obtain an application for participation in procurement at the B2B Center sites, the best option will apply for a tender loan. This will not make your own funds from turnover and successfully finance participation.

Our company Rusdender offers some of the best conditions on the market of tender loans and bank guarantees, without hidden interest and conditions.

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Participation in electronic bidding at the B2B-Center site is paid for customers and suppliers.

Exception - purchases of the nuclear industry with an initial price of up to 200 thousand rubles. Downloading tender documentation in open procedures is free.

After the decision to participate in the purchase, it will be necessary to register on the site and buy a tariff.

For small businesses, participation in tenders up to 600 thousand rubles per month is possible at a democratic price of 1 thousand rubles. Participation in all trading procedures on the B2B-Center is possible at a rate of 10 thousand rubles.

Saving corporate customers during electronic bodies reaches 20%, which under current conditions becomes a decisive factor in competitiveness and reduce costs.

The site has trading procedures 43 species.

Basic ways of procurement on B2B-Center:

  • Electronic auctions (7 species)
  • Competitions (9 species)
  • Requests for proposals
  • Requests for prices
  • Competitive negotiations

To use the playground requires an electronic signature for trading. The EDS B2B Center should include a special attribute for work on this trading platform. It is usually not included with the composition of the electronic signature. Therefore, specify such an opportunity upon receipt of the EDS, then make changes will not be possible.

Registration on the trading platform B2B-CENTER

To register on the site, you must fill out the profile and specify the data:

  • User: FULL NAME, E-Mail, phone, position
  • Organizations: Country, Organizational and Legal Form, TIN, Categories for the products offered and consumed
  • Details: full and short name, OGRN, CAT, actual, legal and email address

Recently, the economy has become a common concept as B2B sales. So what it is. These are services provided to legal entities, but no retail clients. In this article we will talk about how to work with niches in B2B and consider what you need for minimal security.

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The most important indicator of any niche is her margin, i.e. how much you can earn. In order to increase the margin, it is necessary to study 3 components of any market.

3 components of any market:

  • Suppliers,
  • Customers,
  • Competitors.

Now consider in more detail all points.

Suppliers.

You need to collect list of all suppliers In the region on your product and make a request for cooperation conditions.

You create the first supplier database. This is primitive: Excel table - contacts, address. Get a separate mailbox for this, perhaps with the name of your future company and ask to send proposals on cooperation on it.

After that, you will need to call all suppliers who will put forward the conditions. To do this, you will need to understand the price plug on the market - from the maximum to the minimum offer in price. Therefore, when talking with a representative of the supplier, it is necessary to talk about what is possible under favorable terms the sample will correspond to N tons or N thousand rubles, etc. This is done in order to understand what the minimum price they can agree.

Competitors.

Sales B2B - what it is. This is a guaranteed crowd of competitors.which is in any region and in any niche.

In order to learn them to create base of competitors. Moreover, in the database should not be in a row, but only strong.

How to identify strong competitors:

  • via advertising channels, i.e. what channels they use: TV, radio;
  • basically, major competitors are on hearing;
  • such companies most likely have serious sites with good offers that you can learn for yourself.

In addition to all you should find out the "plug of prices" Competitions and find out with whom and how long ago they work.

If properly approach market research, then you must first reveal the strengths of competitors, and then weak. On these weaknesses and the strategy for the development of your offer will be based.

Customers.

You need, first of all, determine the "client avatar", i.e., then who are you going to sell your goods. You must have a description of the client with which you can and want to work.

For instance, You may have restrictions on the region or by the volume of goods, all this is very important to take into account. In order to determine the "its" client, you need to use segmentation.

If we talk about the B2C market, then clients are usually segmented by sex, by age, in terms of income, area of \u200b\u200bresidence, hobby.

In B2B, customers are usually determined by product distribution channels - the role in the market of your client. For instance, You can sell equipment for any productive companies. You can supply any raw materials, etc.

We hope that from this article you understand what B2B sales is and what needs to be done to increase sales in this segment.

B2B-sales require a special attitude of the commercial service, therefore, heading the sales department in B2B, you must take into account all the nuances and specifics. Step-by-step algorithm for increasing sales in B2B, as well as key challenges that you have to face, in our article.

B2B-sales - This is a business format, in which the company or its division is engaged in sales of their goods or services for other organizations, their corporate clients. With the help of purchased goods and services, these other companies will carry out their sales at the B2C market.

Find out of this article in more detail about what it is a B2B sales segment in a simple language, what is its features, what better to use sales tools in the B2B-sphere and how to work with Bi-Tu-Bi customers.

Features B2B sales

    Relationship "Consumer-Buyer"

B2B sales suggest that legal entities act simultaneously by sellers and buyers. Consequently, such sales can lead to an imbalance of relationships. This imbalance is manifested by the fact that the money allocates the company, and the purchase decision will be made by a separate person, taking into account personal interests. Compared, the problem of "rollback" may occur. However, not always and not only "kickbacks" can affect the decisions made, there is also personal comfort on working with this supplier, friendly relations, personal ambitions and many other reasons that do not belong to the properties of goods or services.

    Purpose goal

Sales B2C are targeting money for their pleasure or solving existing problems. B2B sales are designed to earn at less cost.

    Communication method

As you understand, individuals are much more legal. At the same time, almost always the amount of the transaction in B2C sales is an order of magnitude less. Consequently, mass communication is becoming the main way to interact in the B2C market, since individual contact with each buyer spends too much time of the seller.

In the case of the B2B market, the situation is completely reverse, here a significantly smaller number of companies and buyers can only be several. Upon contact of the sales manager in the B2B sector with the company, it will depend much more from its skill than from advertising or PR.

    Process of sale

B2B success manage to achieve thanks to the professional qualities of the manager and the company's capabilities. Consequently, the B2B market involves more jewelry and verified sellers: communicating with many people in the client's company, the manager only thanks to its skill seeks a deal.

35 facts about B2B clients that each manager should know

The task of the seller is to understand the mood of the target audience and refuse non-working methods. How to understand what actions of Sailza lead to the transaction, and what are the annoying of the company's customers?

The editors of the magazine "Commercial Director" learned about this from the buyers themselves. The article is the results of the B2B-customer survey, which will be useful in the work. Check your managers right now.

9 B2B-Sales Profitability Instruments

There are nine major tools that allow you to achieve sales growth without reducing costs at the head of the corner. The main part of the positions is intended for production enterprises, although some will fit for trading.

    Elimination of marriage.

    Ensuring a high level of availability of necessary products in the supplier warehouses.

    Growing the level of release at existing facilities.

    Improving reliability and reduction of orders.

    Providing key leaders of bonus payments from supercolored.

    Formation of "conveyors" profits.

    Transfer of stocks of materials, raw materials and components for consignment.

    Transition to long-term contracts in collaboration with suppliers.

Example 1. For a long period, the company did not grow salaries for their employees, the leadership considered such a step of important savings. At the same time, it was necessary to have a good qualifications, but only non-professionals were ready to work for such salary. This led to a situation where many times the loss of an enterprise from marriage exceeded such savings, which led to financial losses and the care of many customers. In order not to repeat similar errors in your company, sign up for where you will be learned by the principles of effective management.

Example 2. In an effort to additional economy, the production of dairy products began using instead of vegetable dairy fats. After some time, he lost a serious part of regular buyers who were accustomed to the good quality of the product.

Example 3. The production company in the desire to reduce the expenses for the maintenance of the fleet, decided to reduce salaries for drivers. This decision led to the care of 40% of drivers, which provoked a serious problem of the deficit of employees for transportation needs and customer organizations. I had to resort to the rental of transport, and their cars were idle. Consequently, expenses increased by 50-60%, not to mention organizational difficulties.

To return former customers, you need to understand what influenced their care. Then you can take the right actions and re-establish cooperation. How to do this, you will learn from the article by the Magazine "Commercial Director".

Loyalty programs on the B2B market

The loyalty programs on the B2B market can be divided into 3 main types:

Rollback. It is considered the simplest, although an ineffective approach. After all, it will be possible to achieve only short-term results. In this case, it is assumed that the decision makes a person for remuneration or various gifts made a choice in favor of your offer. But to continue cooperation, such rollbacks will be required again. I personally never resorted to this approach.

Bonus programs - gifts for points. This is a very relevant principle of ensuring loyalty in the B2B market. The method is an enhanced solution of the first. This system works for such a principle: a decision makes a decision for the purchase of procurement, rating points are accrued to exchange products or services for useful for themselves - for example, household appliances or financial remuneration. But this system is tied only to one person, although it is important for long-term loyalty to navigate the consumer company as a whole.

Solving client problems directly not related to your product. For example, you are selling cement and are a competitive market participant in quality and cost. However, these conditions are not the only one for the decision-making, because it is interested in other issues. In particular, he needs procurement of large parties, but there is no place to keep them. Thanks to the solution of this problem, the buyer's loyalty is significantly increasing. We chose this method in your work.

Examples of loyalty programs in the B2B sales segment

"Big buns for corporate clients". Clients of the store can receive not only standard discounts, but also acquire products that are missing in the catalog (through a personal manager). They will also get access to a free cloud service with data on affordable products.

"Do you work well? Have a good time". This slogan adheres to Cordiant, which is focused on the owners of tire centers and sellers - for the sale of the company's tires they receive bonuses. At first, the company was interested in the client his hobbies, after that the possibility of remuneration to his taste was proposed.

Marketing, money or charity. The Citizen Systems EUROPE Calculators and Printer Manufacturer of Citizen Systems EUROPE launched a score reserver program, depending on sales. In the future, points could be exchanged for financial remuneration, marketing support, charity or training.

Recycling cartridges. Officemax introduced in his work the Maxperks loyalty program, which is focused on teachers and directors of colleges and schools, companies in small business. Part of the funds spent in the online store return to his account in this store. It can use the money received for purchases only in this store. It is also possible to pass the cartridges for the printer to recycling - for each will be charged from 1 dollars.

To choose from: rest or benefit for business. The TECHACCESS IT company introduced a system of accumulation of bonuses for contracts. You can spend these funds for entertainment, also for services useful for business. Including a bonus program, according to which the award can be selected between the rest in a 5-star hotel, a mediterranean cruise, a campaign for formula-1, participation in trainings and conferences.

New B2B Sales Channels

Channel 1. Passive (incoming) sales on the B2B market

Many corporate clients themselves turn to the company on the recommendation of colleagues. They often had to get to the secretary. Our work is centralized processing of these appeals, with the allocation of the incoming sales channel. Calls are now entering a single issue in the head office, with the processing of specialists engaged in incoming sales. Geographically, they are in one place, obeying a separate leader. Managers work shifts, given the broad geography of our country companies.

Such a channel is considered to be the least costly, because efforts will not be needed to search for the client. The calling already has a need that allows you to simplify the work of managers. Usually, employees of this unit remuneration is provided several times lower than the direct sales department.

The experience of European companies confirms that the overall share of passive sales can reach up to 50%. In our work, it reaches 40%. This indicator allows you to judge the awareness of the brand and the confidence of buyers. In fact, the focus can be shifted towards the product, and not price competition.

Channel 2. Sales on the B2B market major customers

To work with such clients, the most highly qualified managers in the company are needed. Including excellent communication skills, sales experience, understanding technical nuances. For each specialist we provide individual training, often customer trips.

The main task of the manager, in this case, becomes the creation of such conditions so that the client will be comfortable cooperation, with the provision of a "single window" when the client can solve any question as part of communication with one specialist.

Channel 3. Promotion channels via the Internet

This channel is focused on buyers interested in our services and preferring to use the Internet for communication. These are usually people who are accustomed to independent decisions without the need to consult the manager. The Internet is considered the most promising channel B2B-sales today, so we continue the active development of this area.

Channel 4. Service Sales

This division is engaged in servicing existing corporate clients in each department, providing information on decisions and products. Fastened for each corporate buyer personal manager. Its main function is to help the buyer in the selection of telecommunication services, with the maximum consideration of the needs of the buyer's business. Thanks to this channel, it is possible to achieve the growth of the yield of existing customers without significant costs.

Client service I do not recommend transferring to outsourcing. At first glance it may seem that this approach helps to reduce costs. But the experience confirms - third-party consultants usually have much worse qualifications compared to full-time specialists. As a result, the quality of service suffers, and customers leave the company.

  • Competition Analysis: Effective business intelligence in action

How to avoid conflicts at the junction of the promotion channels

Interests of employees at a certain point begin to intersect - managers of various directions are associated with one client. Consequently, various inevitable phenomenon become different conflict situations. Such a situation becomes a specific indicator for the head - to understand the depth of the client base, employees of various departments.

In particular, the client requested to connect additional services or a point to the manager, which works with it for the first time. But the connection must be made by the service manager, since the task of the employee of the Direct Sales department is only attracting new customers. The team faces conflict of interest.

Direct Sales Manager should remind contact with customer service specialist. He can also provide a consultation to the Client, but it is not obliged to do it. Such situations are rather common. Consider possible ways to solve controversial situations.

    Filling information about clients in the CRM system. In the event of a conflict, we analyze who found this client accompanied it, etc. Also, CRM becomes an effective tool for improving the efficiency of the employee, with its analysis funnels Salesprompt recommendations.

    Plans can adjust managers themselves. In particular, it is established for employees of the sales department of a funnel of 15 calls, 4 meetings, 0.5 of the concluded contract daily. However, the manager is clear that enough for organizing 4 meetings and ten calls, makes adjustments to CRM data. With this in mind, he will plan his working time. The head can control the online situation, with the load monitoring of the subordinates.

    Regulations. Departments interaction often implies many questions. The heads of departments in their regulations describe the procedure in case of intersections, taking into account the interests of employees of all divisions. With typical problems, the relevant regulations will be revised.

Other rules are also possible, in particular, if there are a list of federal clients, with which only a certain subdivision of the head office can work. Managers of passive and active sales channels cannot work with these clients, it simply will not be charged for it.

  • Staff certification: what and how to learn employees

Disaster conflict

In case of conflict situations, the head of the unit conducts an analysis of the causes of the problem, detecting which manager led to a greater contribution to the general development of relationships with the client. The main thing for the head in this situation is correct to judge the conflict, so that someone from managers have no feeling, as if he took the customer.

According to his own experience, it can be argued that the diversification of the channels is one of the most effective ways to achieve sales growth. We would not have been able to achieve such an effect, with an increase in sales in the B2B market ten to times, only simply by increasing the number of managers in one of the joint channel. Thanks to several channels and understanding of the specific costs to attract customers on each channel, it was possible to regulate the total costs due to the redistribution of shares between the channels. Consequently, we managed to achieve the most efficient rates at lower costs.

Many believe that it is offered to buyers advanced equipment, the most economical consumables, perfect packaging, progressive technologies, etc. But I can confidently say - you don't even know what you sell, if you can not tell the buyer in two words, how much and how he is May earn through your cooperation.

  1. Suggest the buyer a ready-made business solution. There must be a simple, cost-effective and technically thoughtful offer. If the overall effect of the application of your offer will exceed the current indicators in the client's work, then it will not be a decisive cost of individual elements of the equipment.
  2. Help the client to establish the work of your equipment after purchase. It is necessary to recognize that the low qualification of the technical staff of the client company often leads to a threat to deliveries of your products. Therefore, you need to always engage in the training of buyers' company employees, with an explanation of the right and efficient use of their products.
  3. Conduct demonstration comparative tests of their products. The director either the company's owner of the client after the first successful presentation of products typically instructs test tests for production or technological service. This stage can lead to certain difficulties. Indeed, for certain reasons, even qualitative samples in which you are completely confident can be tested. Usually the reason is simple - you invaded the sphere of other people's interests.
  4. When testing your products, use the raw materials with which the client works. When developing and testing technological solutions, you should always apply the raw materials used by the buyer. You should never conduct tests before the potential client, if the corresponding internal tests are not fulfilled.
  5. Do not offer bribes and kickbacks - take care of the reputation. You are confident in the quality and effectiveness of your proposal, the benefits of cooperation for the buyer. But his reaction is pretty cool. Then you just need to think about whether the employee of the client company received your proposal, is he interested in success and benefits for his employer?

From this article you will learn:

  • What is the B2B market
  • What features is the B2B market
  • What are the sales stages in the B2B market

Any type of business is aimed at retrieving profits. And the main source of income are sales. Their type depends on who purchases the goods or services offered by the company. Our article describes the B2B market and its characteristic features.

B2B market - what it is

To understand what the B2B sales market is deciphering this English abbreviation. It means "Business to Business" - "Business for Business". In this market, exclusively legal entities are in the role of buyers and sellers. A participant in the transaction, acquiring goods or raw materials, can use them in its own production or for other needs or apply to the provision of services.

Is it possible to say that the B2B market is identical to corporate sales? Still, rather, yes, although the line between these concepts is employed, and the two spheres do not have a clear division among themselves. The B2B market has its own features of operation, and special marketing methods should be applied for successful work (first of all during events and negotiations). Much here depends on the proper selection of personnel, which will be engaged in sales.

Any of these items indicates that the company operates in the B2B market.

B2B market features

  1. Relationship "Client - Supplier".

In the field of B2B, the enterprises perform immediately in two roles: both as consumers, and as suppliers of goods or services. Therefore, the specifics of sales here can make an imbalance in relations between market participants. It manifests itself as: the decision to purchase for money allocated by the firm is made by its employee alone, not without the influence of its own addictions and interests. This creates an extensive field for abuse (first of all, "kickbacks").
In addition to financial reasons for choosing this or that B2B supplier, managers always have personal considerations: sympathy, antipathy, ambitions, etc. The decision to purchase strongly depends on them, and not on the quality of the goods or service offered B2B sales market.

  1. Purchase goal.

The purpose of the purchased products is greatly different in the B2B and B2C spheres. In the first case, goods are purchased so that the firm can earn with their help, spending as little as possible. In B2C (Business For Customer), the manufacturer makes the wholesale parties of its product by mediation firms (retailers or shops), which then sell it to the population retail. The goods of the B2C market serve either to solve the problems of the end user or for its comfort and pleasure.

  1. Communication methods.

Obviously, in B2c more buyers (since these are individuals, and not enterprises whom, in any case, will be less in quantity), however, the amounts of transactions are much lower than on the B2B market. Therefore, communication with potential customers in B2C is mainly massive, because the seller simply does not have enough time to talk personally with each who comes to the store.
In the B2B market, the situation is fundamentally different: there is a limited number of possible buyers, so the professionalism of the manager comes to first place. The number of successful transactions is determined by the interaction with clients, not advertising and PR.

  1. Sales process.

The work of Sales Specialist in B2B must be accurate and verified. From his communication with different representatives of the client firm depends, there will be a deal in the end. Requirements for skill sales in B2B noticeably higher than in B2C.

What employee is needed in the B2B market

The ability to sell anything and anyone is considered a distinctive feature of a good seller. It is also customary to think that if a person is a leader in kind, he can organize people in any situations and to work out to work. However, these common opinions are not always true when it comes to the B2B products market.
The provision of services to enterprises - activities in which special requirements for the experience and competencies of the Sales Manager are presented. A good trader in the field of B2B can be recognized who:

  • is a seller-universal that actively applies in practice the technology of sales and knowledge from psychology;
  • it is great to familiar with the peculiarities of the selling product or service, easily learns and quickly assimilates new information.


Transactions, where corporations are acting as clients, distinguishes a long sales cycle. The manager in B2B requires much more effort than the standard minimum (cold calls, the departure of commercial offers, preparation of product presentations). It should approach the work strategically, thoroughly thinking and planning every step and predicting his probable consequences.
One of the main factors affecting the success of sales in B2B is competent personnel management. But many popular personnel motivation techniques actively used in other market segments may be useless to work in this area.
Call calls can be brought as an example. If the FMCG works regularity "the more calls, the more transactions", then for the B2B market, it is usually not relevant. This market consists of a limited number of players, and the emphasis must be done on the quality of communications, and not on their number. Earnings of the Sales Manager, which works in the B2B sphere, is little associated with the number of made cold calls, so it needs to be motivated by other ways.


The appointment of the B2B market is to provide business with the necessary services and products. For effective work in this area, not only the experience, but also the skills of strategic planning and sales management are important.

6 sales stages in the B2B market

Stage 1. We collect information about the potential client.
In B2B there is a sequence of actions that need to be made to take place. And the first step towards a successful deal is to collect information about the potential customer. Information can be taken from the media, the Internet, etc.
First of all, the manager needs to find out who from the company's employees is responsible for the procurement and makes decisions on them to enter into contact with this person. The second question to find out before the start of negotiations is the need for organizing in your products and services. It is also desirable to have an idea of \u200b\u200bcompetitors working in the same B2B market segment.
Stage 2. Initiate contact.
The task of the merchant is to build a dialogue with a potential buyer. From how communication began, the success of selling in B2B strongly depends. So that it takes place, you need to enter into confidence in the customer representative and make a favorable impression on it.
Stage 3. Find out actual needs.
Try to find out how it can be more, what is the need of a company in the product you offer. This information will be built further sales tactics. The system of correctly chosen questions will help to collect the information you are interested in.

Stage 4. Present your product and work out the client's objection.
This is one of the most responsible sales stages in B2B. The effective presentation of the goods must convince the consumer in that your products will help him in solving its current problems. If the interlocutor hesitates and is not inclined to conclusion of the transaction, go to work with objections (clearly voiced and hidden).


Stage 5. Shopping.
This is the moment of sale. Managers of some firms miss this stage and lose chances of making profitable transactions.
Stage 6. Correct mistakes.
This is a stage of working with failed customers - enterprises that did not make a purchase for one reason or another.

What are the techniques for sales in the B2B market

  1. Analysis of the marketing situation in the market segment, and finding those distinctive features that give the competitive advantages of your company.
  2. Systematic improvement in the quality of own goods (services) supplied to the B2B market, marriage minimization and professional work with complaints.
  3. Continuous tracking of your commodity residues from sellers (contracting firms that implement your products). It is necessary to strive to ensure that the goods have always been available and regularly supplied.
  4. Expansion of production at existing production lines - a prerequisite for the company's prosperity in the B2B market. For this you have to constantly search and implement technical innovations, create additional transport hubs, buy equipment, etc.
  5. Improving the quality of communication with customers (first of all, you need to carefully monitor the compliance with the contractual obligations and the provisions of your side). The older the company, the faster it must fulfill orders. Work on the B2B market requires continuous optimization of production, searching for new ideas and know-how.
  6. Nothing motivates to the work of B2B-companies managers, as a permanent gain from superplan income. Financial motivation will push them to expand production.
  7. Look for not only production ideas, but also new ways to profit. It is necessary to have several sources of income so that when losing one of them, it was possible to quickly switch to the release of goods in which other customers need, and survive during market crises.
  8. Contract long-term contracts, then these buyers will become a stable source of profits for your B2B company.
  9. In order to successfully trade and develop in this market, you need to actively and constantly communicate with people, non-massaging, exchange of information, participation in public events. This allows you to find new customers and maintain relationships with already existing.