B2C sales: concept, examples and methods of increasing profits. What is B2C What does the b2b b2c segment mean

From this article you will learn:

• How do B2C sales stand for?
• How B2C sales differ from B2B
• What are B2C sales characterized by?
• What are the B2C sales techniques?

There are several types of activities in marketing, each with its own goals and nuances. B2C sales is the topic of this article.

B2C sales – what does it mean?

Business-To-Consumer(B2C, consumer-directed business) is a set of actions aimed at making sales directly to individuals, for personal consumption, and meeting individual needs. A B2C “Business – Consumer” commercial interaction is being built between the company and “end consumers” - those who consume the object of this interaction - the product (goods/services). Accordingly, the subjects of relations in B2C sales are the enterprise providing the product and the individual purchasing the product.

The B2C segment makes it possible to sell almost directly, minimizing intermediary services. B2C relationships - part of the business system that has developed today - are based on personal contacts between a business and its clientele. Excluding distributors from B2C sales will allow you to set a competitive price, even raise it, removing intermediaries from the sales chain, which will also increase sales income.

B2C sales – the definition most often refers to the work of organizations engaged in retail sales. Enterprises engaged in B2C sales, focusing on ordinary consumers, use certain marketing and trading technologies, otherwise called “retail technologies”.

What are the characteristics of sales in the B2C segment?

Features of B2C sales are as follows:

• orientation of the manufacturing enterprise towards communication with ordinary customers;
• sales of B2C goods are made to an individual for household use, excluding further resale;
• More often the consumer is not familiar with the product at an expert level;
• in B2C sales, the factor of emotions occupies the foreground, logic is often excluded;
• the B2C sales process is quite simple;
• a single sale in the B2C sector is of little significance for an enterprise; what is more important is increasing sales volume by increasing the number of transactions;
• connection to the B2C QMS sales process;
• During B2C sales, certain marketing algorithms and standard techniques are used.

An online store is an electronic version of organizing B2C sales, aimed at direct sales to consumers, but remotely.

B2C sales – what is it using as an example

Formulating the problem. The company's target audience is young people, a generation interested in buying comfortable clothes.

Customer Information. We are looking for a place with a lot of traffic, putting up an attractive banner, organizing interesting promotions.

Atmosphere. The interior, stylized as the “Wild West,” is complemented by comfortable furniture and free drinks, so that a casual guest will soon become a client.

Seller preparation. We are looking for a young seller who is interested in the product, we teach how to select clothes, how to treat clients, and we motivate them by receiving a percentage of sales.

Product or service. We are looking for the brands that are most in demand among young people and supplementing them with attractive but cheaper options.

After sales services. We provide instructions on how to care for clothes, discount cards linked to a phone number to inform you about new arrivals, and warranty service.

Statistics:

How do B2B and B2C sales differ?

It is a mistaken opinion that for a skilled specialist it makes no difference which product is sold and to whom it is organized. The difference is especially noticeable when moving from B2C sales to the B2B sector for an inexperienced participant. The basic sales mechanisms are the same, but “the devil is in the details.” They are the ones who influence the activities of the sales manager.

Let's look at the B2C segment, sales in which have their own characteristics.

First of all, B2C clients identify 5 parameters.

Purpose of purchase

Why will the B2C product be purchased? For personal consumption, of course. Resolution using the purchased product, its consumer properties, and some problems. Satisfaction from this drives demand in the B2C segment. What makes B2B sales different?

The difference is in the qualities of the product, the ability to satisfy certain needs. The company acquires them in order to increase sales conversion and increase income. The following products, commonly involved in B2B sales, can have an impact on a business's revenue:

• information and communication products;
• stationery;
• Office equipment;
• services of outsourcing companies;
• commodities;
• production equipment.

How? Some are directly involved in production or streamline it, others allow you to save resources. This means that they are reflected in the income of the enterprise.

B2C sales differ from B2B sales in the following basic parameters:

Of course, it is difficult to find pleasure in a dental clinic, but the result of treatment (elimination of the disease) brings it. The printer cartridge itself does not affect income, but if it is empty at the wrong moment, it will not allow you to close a deal.

"Buyer-consumer"

In B2C sales, more often the buyer himself consumes the purchased product, naturally, excluding general use or, say, gifts. Nevertheless, the purpose of the purchase (to get pleasure) is the same for the buyer and the consumer. The B2B buyer is an enterprise, but the costs are managed by an employee with a vested interest. This means that there is also an opportunity for kickbacks.

Only “rollback” is not the main deciding factor when choosing suppliers. B2B sales are influenced by thousands of little things that are not tied to the product: a friendly atmosphere, one’s own ambition, etc. Therefore, it is often not the primary circumstances that contribute to sales. Whereas it is much easier to increase B2C sales based on customers’ emotional responses to the seller and product presentation than on attention to the consumer properties of the purchase.

Decision making methods

In B2B sales, the number of decision makers is directly proportional to the transaction price and the number of employees whose interests are served by the purchase. The emotionality of buyers, their attitudes, and beliefs about the properties of the product work for the B2C segment. Sales to legal entities are based on the first of the parameters - the benefits of the acquisition for increasing income and compliance with the operating concepts of the enterprise.

Naturally, an ordinary consumer can analyze the feasibility of a purchase no worse than inspectors from an audit company, and the head of an enterprise can choose a supplier based on a beautiful logo. Still, B2C sales are more successful taking into account the emotionality of clients (which is confirmed by the abundance of advertising banners on the Internet and in real life), and enterprises analyze their costs in order to function successfully. This means that you need to influence the decisions of B2B and B2C clients in different ways.

Communication methods

The number of ordinary consumers is much higher than that of enterprises, and the profit from an individual sale in the B2C segment is incomparably lower. B2C sales mainly use mass communication tools. It is not always advisable to organize contact with individual clients. For example, calling operators to the customer base using scripts is not an easy and expensive option for B2C sales. And, on the contrary, the specificity of B2B sales is that there are not so many enterprises, and sometimes there are only a few who purchase a certain product.

For example, is it worth advertising equipment for mobile operators by placing videos in advertising blocks of TV shows? It is better to involve management professionals so that they find clients, show them presentation material and persuade them to make a purchase. It turns out that the influence of the seller on the buyer, whose opinion is formed by the company’s advertising techniques, the company’s reputation, and the recommendations of friends, is minimal for B2C sales.

A talented and competent consultant is able to influence the decision of a B2C client. But in B2B sales, the actions of the manager negotiating with the buyer significantly affect the success of the transaction. PR work and advertising of a company are less important in B2B transactions than the strategy implemented by a sales employee. It is natural that sales talents go to B2B so that their work is not influenced by the factors on which B2C sales are so dependent (customer traffic, brand popularity, purchasing power of the target audience).

Sales process

Based on the above, we conclude that the overall success of B2C sales is based on the following factors:

• advertising;
• consumer qualities of the product;
• comfort when making a purchase;
• coherence of the service system.

Unlike B2C, in the B2B segment it is more important:

• productive activity of the manager;
• increase in income due to the purchase of a product.

So, let's draw conclusions. The experience and personal characteristics of a sales manager and his communication skills significantly influence sales in the B2B sector and interaction with the purchasing organization.

For B2C, B2B sales experience is not so important. B2C gets results from setting up a service system and interacting with the average consumer.

Basic B2C sales techniques

For example, let’s take one of the forms of work in B2C sales – creating an emotional response.

Formulation of the problem

Often marketing manuals advise B2C sales to look for the target audience's "pain" to offer an opportunity to resolve that internal conflict. A number of products with their qualities provoke or help determine the “pain” of clients. How will this work out in practice? If you have not communicated with sales representatives of the Kirby company, you will not know about harmful insects in your apartment (in furniture, on the surface of the walls), which only vacuum cleaners of this brand can handle. At the same time, you will be enlightened that these wonderful vacuum cleaners will also help in painting walls! Every time you go to bed, you will feel a terrible itch, look at the dirty walls and regret that you did not buy this miracle of technology, since something in the house certainly needs to be painted.

Before communicating with a sales representative, you did not suspect the presence of such difficulties; some people buy the product under the impression. Here, as in the dilemma about the egg and the chicken, it is not clear whether the “pain” arose first or its resolution. Determine in advance when entering the B2C segment, will sales of your product solve the cultivated “pain” of your customers or will you begin to calculate it?

Information about you

We carefully read the marketing guru - F. Kotler. In B2C sales, it is important for clients – with identified or possible “pain” – to make themselves known. The target audience is now easily determined using the Internet. Calculating target queries and targeting will help you.

B2C advertising is placed in places with high traffic (store entrance, metro). Non-targeted advertising (in the media) is expensive and ineffective for B2C sales: only a few of the entire mass of recipients will even perceive it in the flow of surrounding information. The word of mouth method in B2C sales takes longer, but is more effective. Having completed the sale of a first-class product, expect that the client will notify his friends about you.

Atmosphere

B2C sales, as you know, depend on the emotional state of the buyer. Having formed an idea about the product, the visitor may immediately leave, rejecting your solution to his problems, and may demand details. The design of an office, sales area or online store is important for the B2C segment: it is easier for the client to part with money, get additional pleasure from the place where the transaction is made, and feel important. An incorrect design of an online or offline store (excessively flashy or untidy) will distract the visitor from thoughts about purchasing. Nice little things like free drinks and comfortable furniture increase B2C sales. Training of managers, unfortunately, does not always focus on such effective and easy techniques.

Seller preparation

B2C and B2B sales set different pay for managers: work with corporate clients is paid more generously. Often in retail trade, sellers have almost no influence on the transaction, they only formalize it. But there are options where B2C clients make a choice under the influence of a consultant. The best example is a comparison of the results of a retail outlet owner and a self-employed salesperson. The effectiveness of B2C sales is reflected in two components: quality of service and motivation of the seller.

First, the principles that will guide managers are determined. The problem is solved quickly, since the B2C segment conducts sales mainly with simple goods, and the reactions of B2C customers are also easy to predict. You can control the level of service using audio and video surveillance, as well as secret shoppers. Maintaining the standard at a high level should be tangibly rewarded so that such activity becomes almost a reflex for the seller.

Product or service

A bright candy wrapper does not guarantee the quality of the sweets wrapped in it. Marketing tricks will not yield results if the client does not receive the desired quality of the product. For the B2C market (as well as for B2B), a necessary condition is a focus on the tastes and wishes of the target audience and the desire to organize a competitive offer.

After Sales Services

Today, very often, in the field of sales, you can hear the terms B2C and B2B, however, they are often misinterpreted. What do they mean in business, let's figure it out? Let's start with a literal translation of these concepts.

What are B2C and B2B?

B2B (Bi Tu Bi) sales, what is it? This is when a business sells to a business, or translated from the English version: business to business (B to B), where “to” was replaced by the number two, because it’s shorter and simpler.

Accordingly, B2C (BTC) sales are a translation of business to consumer (B2C) - a business sells to the consumer or, as we are used to, retail trade. Despite the fact that all sales are somewhat similar to each other, B2B and B2C sales are very different. As soon as a reseller appears in a B2C sale, it’s already B2B!

What is the difference between B2C and B2B sales?

B2B or corporate sales, as they are often called in business, what is their feature? An important difference between B2B and B2C is that a product that is sold by one organization or company to another organization is a link in the production chain of the final product or service, which can be further sold both to the end consumer in the B2C sphere and further in B2B. We will discuss in detail what B2C sales are below, and now a couple of examples of BBuB sales:

• Example. The sale of a car to an organization that distributes agricultural fertilizers is a B2B sale, since the car fulfills its role in the long chain of growing and selling agricultural products. The car serves only as a tool in the production of goods for the B2C sphere, in this case food.
• Another example. The supply of cement to a construction organization is a B2B sale, since cement will help build a house in which apartments will be sold to the end consumer. Cement is a chain in B2B sales of building materials.
• Another example. The supply of office supplies to offices is a B2B sale, since they will help fulfill the main mission, draw up and sign documents for goods and services to end consumers.

B2C sales - what is it?

As we have already found out, B2B trades with organizations, and B2C with individuals (end consumers) - this explains the difference in the behavior of clients in one and the other sphere. If in B2B sales they look at a product with the goal of making a profit, making money, then in the B2C sphere, the client satisfies his need. Let's go back to the same beer.

When a supermarket signs an agreement to supply a batch of beer, the financial director calculates the expected profit from this transaction. He and other decision makers (DMs) compare the product in terms of attractiveness to the end consumer, markup, competitive advantages, product liquidity, personal benefit and dozens of other factors.

In B2C sales, the client pays attention only to satisfying his direct need - in the case of beer, quenching his thirst. The drink consumer pays attention to:

• Taste. (Dark, light, sweet, bitter);
• Packaging design, brand image, manufacturer;
• Price. Will he be able to afford it?
• Expiration date (whether the product is expired);
• Temperature of the drink (Warm or cold).

So, the B2B and B2C spheres, as we understand, have different needs. Some earn money, while others get pleasure from using the finished product.

If we take a complex product, for example: household appliances, cars, equipment, furniture, real estate, services, then the differences between B2C and B2B become more obvious. When a buyer comes to a store and chooses a car, a special communication scheme begins to operate. There is a well-known retail sales scheme, which consists of several stages that are focused on the end consumer. Be sure to read about this

From the diagram in the link above, it is clear that in B2C sales of a complex product, there is a personalization factor, a factor of special individual attention to the client. The greeting text, the technique of identifying needs, and presentation skills are also important. Every stage is important!

Features of B2C sales

We have analyzed the characteristics of the corporate segment in business, let’s find out the specifics of the B2C segment:

• A B2C manager works with all types of clients, and not just management as in B2B sales;
• Transactions happen much faster than in the B2B sector. In the case of products - a few seconds;
• Small wholesale or retail. The end consumer rarely buys anything in bulk;
• The priority task of a B2C manager is to work with the end consumer, identify or formulate needs, select goods and sell for personal use. The task of the B2B manager is to provide the required goods at competitive prices within the specified time frame and search for corporate clients for further cooperation.
• Compliance with sales standards.

Features of B2B sales

In business, B2B sales have the following features:

• The payer is always an organization/company;
• Often this means wholesale or small wholesale with support for contracts, acts, invoices, etc.
• The purchase is merely a tool for the production of the final basic good;
• The average check is much higher than in the B2C sector;
• Transactions take much longer than in B2C sales;

If you consider the full life cycle of a product, from production to sale to the final consumer, you can see how many b2b sales occur in this cycle. This will help you better understand what b2b is in real business. Let's consider an example of the life cycle of a well-loved product - beer:

As you can see, to produce and sell one bottle of beer to the end consumer, you need many components, which you see in the image:

1. Purchase raw materials from the organization, which sells malt and hops and other necessary components. As a rule, raw materials are purchased from several organizations, which are, in our case, participants in the B2B segment: a beer production plant purchases raw materials from an agricultural company or importer;
2. Sign supply agreements and production of prepared drinking water;
3. Buy and configure equipment to produce beer, as well as hire and train people;
4. Negotiate for the production of containers and supply of packaging for production (bottles, cans, kegs)
5. Develop a corporate identity future product (design of labels, banners, etc.) Design services will also be considered a b2b sale, since this is only 1 component of a large beer production cycle;
6. Think over a marketing strategy, product promotion. Sign an agreement for the development and launch of a marketing company;
7. Sign contracts with the carrier for delivery of finished products;
8. Negotiate a place in the store, .

You will have to conclude at least eight B2B deals for your product (beer) to get the right to life. The finished product may not immediately enter the B2C market; it may be resold by several organizations. For example, imported beer, which is made in Holland, is not immediately sold to the end consumer in our country, but first to the importer, then to the supermarket, and only then to the B2C end consumer. One can only imagine how the BiTube segment influences our lives!

B2B sales technique

Accordingly, from this simple diagram, you can understand that sales techniques in the B2B segment should differ from B2C. Of course it is. Let's get back to specific examples. Since beer is a product, it is sold from store shelves without the help of a seller.

To sign an agreement to supply beer to a specific store, you will have to work hard. You must not only reach the decision maker (decision maker), but also interest him in your product and show the benefits of cooperation with you. Most already have regular business partners, but you must convince them to work with you. Agree that this is very far from the standard stages of sales in B2C.

All tenders concluded by the state belong to the B2B sector, private organizations have their own corporate application platforms on the Internet, where they place an application for the purchase of any product in bulk, and sellers in an auction format offer their commercial offers for consideration by the buyer.

Requirements for a corporate B2B sales manager

A corporate B2B sales manager is also different from a manager working in retail. The decision to buy your product or not, to cooperate with you or not, is made by the decision maker - this could be the director of the enterprise, the head of the purchasing department, the deputy director, in a word, management. The B2B sales manager will have to negotiate with this management accordingly, so his image, expertise and competencies must correspond to this level of negotiations.

Agree, it would be ridiculous if a student after college came to sell several machines worth more than 10 million dollars or 1000 tons of coal to the general director of a large company. He will more likely look like a courier who brought a proposal to the director's office, rather than a sales manager.

The manager must understand that it is often impossible to reach the same, equal level of perception of each other in negotiations, so you need to react normally to a harsh manner of communication and an orderly tone.

Sales in the B2B segment require a certain knowledge base and experience. Can a manager from the B2C segment work in the corporate segment? Of course, he can, but he will have to learn a lot and learn a lot, because meeting a client in the office and making his way to the director of a large plant are two different things. However, the experience that a retail salesperson receives is very useful, as it instills the basic principles of the psychology of communicating with clients, negotiation skills, sales techniques, and finally -.

Development of B2B corporate sales

How to develop corporate sales if the product is not corporate? Regardless of the specifics of your product, ask yourself: “Couldn’t my product have demand in the B2B market?” If you want your sales to grow, you must offer your product to corporate clients and organizations. Think not like the owner of a product, but like the owner of a business.

For example, you opened a pet store. How can the products of a pet store be of interest to an organization that sells metal or a beauty salon? Very simply, you must make a commercial proposal for the decoration of an office or client waiting area, a living area, such as an aquarium or terrarium with exotic snails. It is always in trend and everyone always likes it.

All you need to do is prepare a color brochure and an email newsletter with pictures of a beautiful aquarium or terrarium in several options with prices. Can you imagine how many organizations (including cafes, restaurants, clubs) you can offer your products to, despite the fact that the pet store was open exclusively to individuals - end consumers.

The intersection of the B2B and B2C sectors

Sometimes the B2B and B2C spheres overlap or overlap.

For example: when buying a car for personal use, a person can carry out official assignments on it. The company that produces toys compensates part of the fuel costs for this person. It turns out that the car performs some functions of the B2B sphere, delivering samples of toys to retail outlets.

The intersection of B2B and B2C sales

Or an example with public catering. Fast food was built for the end consumer, but if you agree with fast food for the supply of business lunches to a company, then it turns out that it is already working in the B2B sector - the organization sells food to another organization.

Conclusion

You have become acquainted with two broad concepts: B2B and B2C. You understood what each segment represents, found out the essence of each in terms of sales, and applied the projection to real life examples. If you have any questions, you can ask them in the comments, good luck in business!

The most common type of business in Russia is considered to be the b2c scheme, which in English means business-to-consumer, that is, business for the consumer. Let's figure out what applies to b2c segment, what other work schemes are available and what is the peculiarity of this business.

Introduction

B2c is a classic business that sells its products to the end consumer rather than to other businesses. This type of work scheme is considered the most widespread throughout the world. The opposite of b2c is b2b, that is, business for business. Under this scheme, a business sells goods to a business, and the main purpose of the purchase is not consumption, but increasing profits. For example, a plant purchases 20 machines from a manufacturer in order to open a new workshop and master the production of new products. B2c is a classic store, where people buy products to consume them themselves.

B2c is sales to the end consumer

The key selling point for consumers is assortment. The wider it is, the more effective the sales (for example, a hypermarket where a visitor can buy everything they need for life). In this case, the bet is placed on the mass of sales, that is, on a large number of concluded transactions. A supermarket makes thousands and tens of thousands of sales per day. At the same time, the client actually has no value in the b2c system, because there is a large flow of them and time is wasted on finding out his preferences and needs. b2c works on a flow basis, focusing on market needs, so some unique and expensive goods are rarely sold (but there are exceptions everywhere). For example, a company manufactures yachts to order and sells them to private owners. One yacht can be manufactured for a whole year, that is, one deal is concluded, but nevertheless this is the business-to-consumer principle.

How does selling to consumer work?

Classic b2c sales technique is very different from b2b, so it is not entirely advisable to hire a manager who worked under the b2b scheme in a company engaged in b2c. Let's look at what the emphasis is on when selling to consumers:

1. Emotions. Buyers often buy things they don’t need, succumbing to emotions. Red price tags in supermarkets are also emotions; the buyer understands that some product is being offered cheaper and takes it “for the future,” although literally a few seconds ago he did not plan to buy it. Also, emotions are popular brands, the influence of managers, etc.
2. Marketing, target audience analysis, outdoor advertising. Everything is simple here: the marketer draws a portrait of the average buyer and, based on the data obtained, creates a promotion strategy.
3. Creating the necessary atmosphere. In a supermarket, they don’t just put goods on shelves; they create a special atmosphere conducive to intensive shopping. The same is done in cafes, restaurants, hotels and even on websites.
4. Salesman. The more experienced, friendly, and competent the seller, the more sales. But this is also an optional requirement; in many businesses, the seller is just an addition to the cash register. But nevertheless, the seller is still a kind of face of the store.
5. For a product that is being sold (or service). Buyers need to be interested, they need to be offered the best product option. That is why not only its characteristics are important in a product, but also packaging, presentation, its popularity, and so on. What will you choose on the supermarket shelf? In most cases, a familiar brand or product with interesting packaging.
6. After-sales period. There is no need to assume that the transaction is completed after the client has given you the money. Many companies onb2c marketare guilty of this, as a result of which clients leave negative reviews about them and stop using their services. Remember that you have obligations: warranty, service, delivery, etc.
7. Competent collection of statistics with determination of key parameters: number of visitors, number of buyers, average check, promotion efficiency, conversion, etc.

Selling to users is different from selling to businesses

The difference between b2c and b2b

Let's look at the main difference between the to business and to consumer:

1. Purpose of acquisition. The client purchases an item either for his own satisfaction, or succumbing to emotions, whereas in business this is simply impractical - here everything is aimed at extracting maximum profit.
2. In most cases, the buyer and consumer are the same person. Of course, the purchase may be made for another person, but in general the interests of the consumer and the buyer coincide. In to business, everything is somewhat different, the company spends money, and the purchase of goods is done by a person who has his own interests, i.e., a situation may arise with kickbacks and with the purchase of equipment from “their” companies or people.
3. Decision option. The average buyer makes a decision based on the popularity and cost of the product. A business makes a decision based on the feasibility of a purchase, how the purchase will fit into the budget, how it will increase the company’s profits, etc.
4. Communication option. Because the the b2c business model is Since sales are massive, communications with customers are often minimal here. The seller can simply explain the characteristics of the product to the buyer and help him choose the right option. Many sales are generally carried out without communication, for example, in a supermarket. In business, everything is different: here the emphasis is on building a reliable communication channel - managers can make an appointment, communicate directly with the company’s management or those responsible for the purchase, make presentations, etc.
5. Selling a product or service. In order to sell, you need to choose a suitable product, conduct competent marketing and create a functioning, convenient customer service system. In business, the emphasis is on the skills of managers and the characteristics of the product, that is, the work is carried out in a more targeted and sophisticated manner.

Attention:the same company can work in two systems simultaneously. For example, a restaurant can serve customers in the dining room and sell lunches to companies for delivery to the office.

Ways to increase sales

In b2c, the emphasis is usually on mass sales rather than high markups, since competitors are not asleep and always strive to offer better conditions. How can you increase product sales if the situation seems to have reached a dead end and sales are not growing? It all depends on what exactly you are trading, but the main task is to offer the client something interesting that will solve his problems.

B2c sales are focused on emotions and satisfaction

Let's look at an example. Not long ago, antiviruses for mobile devices appeared on the market. The cost of antivirus for a mobile phone was higher than that of a classic computer one, and besides, there are significantly fewer viruses on mobile phones than on a computer. The developed application sold very poorly: in a year, only about 3 thousand copies were sold via the Internet and communication shops at an average cost of 750 rubles throughout Russia. Then marketers changed their approach; they offered clients a lifetime license for this amount, whereas with computer antiviruses it was necessary to buy a license once a year, spending 300-500 rubles on it. That is, in essence, additional value was created for the buyer, he bought the application for life, it could be transferred to new devices, there was no need to constantly renew the license and spend money. The marketing strategy was built precisely on this. And it fully justified itself: over the year the number of sales increased almost 10 times.

After this, another action was made. The store received memory cards for the phone, on which the antivirus distribution kit with a license file was recorded. That is, in essence, the buyer made one purchase, acquiring two necessary things. As a result, the number of sales increased by another 3 times from the initial one.

There are similar examples in almost every industry. One entrepreneur says that he rented space in a shopping center, which was in a difficult-to-reach location - five entrepreneurs working in these spaces have already gone bankrupt. He organized the sale of elite alcohol, but trade was going extremely poorly. Then he created a beautiful showcase and placed a musical device inside, on which pleasant music played. People heard the music and came to him, or simply noticed the beautifully illuminated bottles in the window and made purchases. In this simple way, he increased sales by almost 20 times compared to the first two months of work.

So, you already know everything you need to know about b2c sales - what is it, how they work and what they are like. Now let's look at a few classic ways to increase sales:

1. Bonus system for sellers. If he manages to sell more, then he should receive a bonus, and not just work at a rate.
2. Learn to work with clients and make them loyal. According to statistics, most people return to the store if the sale was successful and comfortable, and the post-sale service was done well.
3. Try to use merchandising strategies and experiment with product displays. Usually, affordable products are placed in the foreground, and expensive ones are placed a little further away.
4. Use discounts and rebate systems to attract customers and tie them to the store.
5. Sell ​​additional services to increase check size. For example, when selling suits, offer customers ties or shirts. When selling sneakers, offer socks, insoles, laces, etc.
6. Use promotions and introduce customers to your products. The ideal option is if a person can test or taste the product on the spot. In this case, he will be satisfied and guaranteed to make a purchase, even if he did not intend to buy anything.

So, let's summarize everything that was said above. B2c - what is it in simple words? This is the sale of a product to the end user, that is, not to a company, but to a person. Most of these sales are done on emotions and to satisfy the buyer, which is why the marketing strategy should be built accordingly. There are always options on how to increase sales, the main thing is to correctly analyze the situation and think about what you can change for the better.

In contact with

The trade sector is rapidly developing due to the emergence of new technologies that are actively used directly in practice to increase sales volumes. The concept of b2c is highlighted as a separate area, which refers to sales to individuals.

What are b2b and b2c sales?
1.
2. B2C read below.

B2C what is it?

B2C sales what is it, The concept is translated as “business for consumers.” In other words, this definition should be understood as activities aimed at direct sales of not only goods, but also services to the consumer.

This term also often refers to the commercial relationship between a company and a consumer. The purpose of purchasing a product by the buyer is to satisfy his needs.

It is customary to distinguish e-commerce in the form of b2c sales as a separate type. In this case, direct sales are carried out using online stores. Today, this area is developing rapidly, and the volume of sales carried out on the global network is constantly growing.

B2C Features

It should be understood that b2c is the most widespread segment on the market. Small sales play a significant role in the economy. The level of wealth of buyers influences the demand for products. At the same time, organizations engaged in the production of general consumer goods provide a significant number of jobs.

In their activities, b2c companies actively use special technologies, including marketing technologies. They are distinguished by their focus on the mass consumer. As a result, companies show excellent trading results. One of the features of b2c marketing is the need to use mass communications, as well as similar solutions.

Increase in functions from the site

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With the help of the service, the level of quality of service significantly improves, which will be appreciated by all clients. You can also form your own customer base. By taking advantage of the opportunities offered, an important goal is achieved - increasing sales volume.

This time we will talk about the B2C segment: the specifics of interaction between organizations and their clients, the role of assortment and mass sales.

Definition and explanation of the abbreviation

Abbreviation B2C (from business-to-consumer) serves to designate the commercial relationship that arises between the selling organization and the final buyer (which, as a rule, is a private individual).

The buyer purchases the goods for himself. The product (service) in this situation is the object of the business, while the consumer and the selling organization are its subjects.

Relationships in the B2C sphere are one of the links that make up the chain of business processes in modern commercial activities. The essence of B2C is to build a direct, personalized relationship between business and customer. This type of relationship involves direct sales and the desire to reduce the number of intermediaries. The fewer intermediaries, the easier it is for organizations to ensure competitive prices locally and control price fluctuations. These measures are aimed at increasing sales margins.

Distinctive features of the B2C market

• The role of assortment. Businessmen who have chosen retail trade as their area of ​​activity are always interested in expanding the range of services and goods: this way they extend their influence to all market segments. This process is easiest to track using the example of supermarkets, where consumers can buy literally anything they want. In addition, here he will be offered related services - for example, delivery, installation and repair of kitchen equipment or computer equipment.
• The role of the individual client. It should be recognized that in this business segment the role of the buyer is small, since the merchant makes a profit due to large sales volumes, which are provided by different consumers. In other words, he (the businessman) is more concerned about the needs of the market, rather than a specific client.

  A good example is beer. Low alcohol is always in demand. The beer that is currently displayed on supermarket shelves is quite satisfactory for the majority of consumers. And if some connoisseur returning from abroad suddenly wants “something like that,” his requests are unlikely to be satisfied. Not a single manufacturer will brew (or sell) exotic “for the elite” to the detriment of the interests of the target audience. However, if a business owner decides that unusual beer can attract new customers to his store, he will invite one of the suppliers to brew a new variety and immediately purchase a large batch. Of course, this doesn't happen often. But it’s immediately clear that the leaders of B2C companies think big.

About B2C sales

B2C sales- This is exactly the activity that retail businesses engage in. They use special business methods and specific marketing technologies aimed at the mass consumer. They are also called.

Key features of B2C marketing:

• orientation of the manufacturing company towards interaction with the end consumer;
• the product is purchased by the client for himself, and the decision on the need to purchase the product is made by him independently;
• the client is not an expert;
• when buying a product, the client is guided not only by his needs, but also by his emotions;
• the sales cycle is short;
• an individual buyer is not important for a business - only sales volume matters;
• mandatory use of mass communications;
• sellers' orientation towards template solutions.

Thus, we can draw conclusions about the key features of the B2C sphere. Despite the fact that the seller is not very interested in an individual consumer, he (the seller) provides the consumer with ample opportunities to satisfy his needs. The client can buy everything in one place. B2C profitability is ensured by mass sales in the absence of numerous intermediaries.