How Are B2B Customers Different from Their B2C Counterparts?
Four Key Characteristics That Differentiate B2B Customers from Their B2C Peers
Since Aepiphanni opened in 2005, I have had a lot of time to evaluate the small business marketplace. I’ve heard a lot of talks, attended workshops, read articles and the like on lead generation. Many people have told me that there are certain, specific things that have to be done in a very specific way that everyone is doing and therefore, I should do it, too.
My frustration has always been that “if everyone else is doing it, there is nothing unique about my approach, therefore, my results cannot be more than mediocre.” It appears like fishing for trout in a shark tank – everyone is trying to get the trout – including the sharks, so success has got to be dismal at best.
Simply put: this method isn’t sustainable, so I “went to work.”
The first thing I did was to begin looking, closely, at my target market. Sure – no brainer, there. But I also looked at how they purchase and what I needed to do in order to get in front of them when they are ready to do so. What I mean by that is:
While all of this requires a significant amount of background work, I have found, consistently, that this method allows me to keep my pipeline filled, and moving prospects through my sales system. It works so well that even weeks that go by where there is no external activity, there is a direct impact on the company’s bottom line.
Of course, as a business leader, you can keep doing the same things everyone else does the same way that they do it and get the same results that they do, or you can step out of mediocrity, do the work and build an extraordinary business.
Aepiphanni Business Consulting: The Business Strategy People is an Atlanta, Georgia based Operations Management and Business Strategy Consulting Firm dedicated to serving the needs of small to medium sized business leaders. We help business leaders DESIGN | CREATE | BUILD extraordinary businesses. We support our clients with management consulting, operations management support and outsourced services sourcing and management.
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Four Key Characteristics That Differentiate B2B Customers from Their B2C Peers
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