The world of B2B sales is fast paced and competitive.
The strategies, processes, and tools required to be successful in B2C sales are varied and knowing how to use them effectively is challenging.
We are here to help.
In this article, we will explore the the world of B2C sales, breakdown the most effective strategies and tools for selling in this realm, and offer tips and advice that can give sales professionals an edge in an increasingly competitive market.
Check out our article, Navigating the Nuances if B2B Sales, for tips on selling in that complex business environment.
What is B2C sales?
The B2C sales model is defined by the selling of products and services directly to consumers.
- The customer- In B2C sales, the customer is the consumer. The focus is on meeting the needs and preferences of the end-user.
- Products and services- B2C products and services are generally mass-produced and designed to meet the needs of as broad a group as possible.
Some examples of B2C product and service categories include:
- Food
- Electronics
- Household items
- Clothing and apparel
- Travel and hospitality
- The sales process- B2C sales processes are typically small in scope and use standardized pricing that offers little room for negotiation. Even in cases where prices aren’t fixed (car sales, property sales), customized solutions are limited.
B2C sales cycles are usually short and consumer-driven, with many businesses relying almost as much on marketing to sell a product as on the skill of their sales professionals.
B2C sales- 5 key elements
Understanding the key elements of B2C sales can help you create strategies and approaches that will lead to greater sales success.
The following are the five key elements you should consider.
- The customer relationship- In B2C sales, relationships are often transactional. This can make it challenging for a salesperson to make a lasting impression and build trust.
Adding to that challenge is the fact that each interaction a customer has may be with a different sales rep.
To help overcome these challenges, sales professionals need to focus on delivering consistent experiences again and again.
- Purchase volume- B2C product sales are generally small in volume, with consumers buying products to meet an immediate need or for personal use.
B2C service sales are often one-time purchases, but even when B2C services involve long-term contracts, they tend to be much smaller in scale than B2B contracts.
Overall, an individual sale is not as important in the B2C sales realm. It is consistency that matters most.
- Sales complexity- The B2C sales cycle is typically short and simple, if not outright transactional.
Most sales involve individual consumers (often the end-user) and negotiation is all but non-existent.
Buyer considerations- In B2C sales, buyers typically focus on their own personal needs and preferences.
Common considerations for B2C customers include:
- Price/value
- Convenience
- Peer influence
- Brand reputation
- Quality/reliability
In B2C sales, it is often enough to address only a few of these considerations to make a sale.
For example, if something is cheap and convenient, it will often sell regardless of quality.
- Marketing- B2C marketing campaigns favor broad appeal, with the goal of reaching as wide a range of consumers as possible.
B2C marketing efforts use emotion-driven appeals that are intended to build camaraderie and brand affinity.
Mass marketing channels are the preferred avenues for B2C marketing campaigns. Such channels include:
- Television, movies, and streaming (commercials, product placement)
- Print ads (billboards, newspapers)
- Social media
- Radio
B2C sales strategies
B2C sales strategies are centered around emotional appeals that connect with an individual customer on a personal level.
These strategies are generally marketing based, with sales professionals getting involved only to help drive the sale over the finish line.
That said, sales reps still need to be able to identify a customer’s desires and then demonstrate how the product or service they are selling will help the customer realize those desires.
- Personalized recommendations- With this strategy, B2C businesses look at the purchase history and demographical information (age, gender, occupation, geographical location) of potential customers and use this data to make targeted pitches through their various marketing channels.
- Upselling/cross-selling- This sales strategy is aimed at increasing a customer’s average purchase value by encouraging additional purchases that complement the primary purchase or by suggesting an upgrade to the original purchase.
This strategy requires sales professionals to understand all the offerings they have available so that they can present them in a natural and timely manner.
- Influencer-based selling- In recent years, influencer-based selling has moved to the forefront of B2C sales.
With this strategy, companies find a popular personality that aligns with the values of their brand and creates partnerships with that influencer in hopes of leveraging their reach.
B2C sales tools
B2C sales tools help eliminate the barriers to purchase and make the buying experience faster and simpler.
- E-commerce platforms- Online sales platforms can help you manage your e-commerce transactions, maintain your product catalog, and create a better shopping experience for your customers.
- Mobile payment solutions- These mobile software tools provide fast, secure, and convenient payment options for customers using smart, app-enabled devices.
FreeAgent CRM can help you improve and refine all your B2C sales processes
FreeAgent CRM is designed for today’s world of work and our robust toolset is ideally suited to supporting the varied work processes of modern businesses. FreeAgent is:
- Easy to use: FreeAgent works like you expect modern apps to work, providing a user experience that feels fresh and familiar. Teams love working in FreeAgent, leading to high adoption and greater ROI.
- User-configurable: FreeAgent can be configured by you to work the way you do. This means you don’t need outside support to add a form field, adjust a CRM automated workflow, or try out a new process.
- Customizable: With FreeAgent, apps, forms, and configurations are all completely customizable, allowing you to capture and connect your data in any way you like.
To see FreeAgent in action, get a demo, and discover for yourself how FreeAgent can help you have workdays full of impact.
