What is sales? Sale of goods. Selling price

Many people believe that a good seller does not care what exactly to trade, but in fact it often turns out that the goods are different. Depending on the specifics of the type of sales manager must have absolutely different personal qualities. To understand what caused these differences, you need to delve deeper into the definition of "selling" and study all forms and aspects of this hard activity.

Vendors working in the mass consumer market are like sprinters who value the speed of action and their number, while corporate sales managers are more important than establishing long-term trust relationships in order to maximize profits.

What is sales?

It is very important to understand the essence of this management-economic concept, since the scope of realization depends on understanding its nature and stages. Many experts are fond of the following definition: sale is a set of measures to influence the vision of the world by the client in order to create in his mind and emotions the need for a certain product that he can get for his financial resources. At the same time, the maximum benefit of the client and the seller's profit should be achieved.

What does B2B mean?

The contraction B2B is of English origin: Business to Business, and denotes the nature of the economic and information impact between legal entities. Literal translation - business for business. What is B2B sales? This is a broad market segment, where sales are not targeted to the end user, but to another business. That is, in a generalized form, the B2B term corresponds to all forms of activity, whose clients are legal entities.

What is B2C marketing?

Having considered the essence of sales to the business, it's time to find out what B2C sales are. This term is also borrowed from the English language: Business To Consumer, and denotes the form of trade through direct sales to end-users. Literal translation is business for the consumer. This type of sales allows you to conduct business with the least number of intermediaries, which leads to an increase in profitability. In the system, relations are built according to the "Business Client" scheme. Simply put, this is the sale of services and goods directly to their end-user.

Now it is necessary to determine the main distinguishing features of these two fundamentally different forms of conducting business sales.

Different volumes

Direct sales to consumers are often limited to a certain budget, which people are willing to spend at a time. Its limit can be expressed by the amount of cash in the pocket of the consumer. Entrepreneurs, however, have at their disposal much larger corporate funds, which are limited only to the size of the organization's turnover. Sales of products to businesses are not unique, but in hundreds or thousands of pieces. So, buying a car for an ordinary person is a whole event that occurs only a few times in life, while a businessman for corporate purposes can buy them in scores, and the expenses will not be much appreciable.

Buyers' professionalism

Businessmen are professional buyers who are fully aware of what their purchase will be used for, about all its pros and cons. In addition, they can consult independent experts. Having decided to purchase, the entrepreneur already knows the specific parameters of the goods, which are the most suitable for solving his business problems. The consumer of the people may not have a serious idea, say, about household appliances, and in his choice rely on the words of the seller-consultant.

Technical complexity of the product

The sale of goods for business provides for the high complexity of the product itself. So, every businessman has a desire to get information about all the nuances of the work of complex equipment (communications equipment, software tools, production lines, etc.), as well as the possible payback periods and profitability of its use in a particular business.

Duration of the purchase cycle

Unlike consumer sales, complex products for business are not implemented quickly. Meetings with the seller are often in several stages, after which the buyer evaluates all the pros and cons, as well as possible alternatives, after which the contract is concluded - as a logical conclusion of the process. Examples of completion of transactions, which are taught to consumer sellers, in these cases, use incorrectly.

Buyer Risk Level

Buyers from big business risk much more than ordinary consumers. And the notion of risk includes not only the amount given for the goods, but also all possible losses and losses of profits from the improper operation of the equipment in the future, up to the existence of the business structure as a whole.

Responsibility for decision making

What is sales to business? This is a difficult way from the secretary and to the person responsible for making the necessary decision to buy the manager. In this case, it is necessary to clearly feel each of the interlocutors, while promoting all the positive aspects of their goods. Here you can not take the buyer nagging, you need to act purposefully and systematically.

Production demand

The complexity of the task of the seller of goods to large businesses is that he needs to calculate not only the demand for his own products, but also monitor related markets. The demand for resources from entrepreneurs is directly proportional to the demand for their final products. And the study of the sex and age structure of consumers (as in the organization of sales to the population) will not be limited here.

The proximity of communication between the seller and the buyer

A sales manager for business products often becomes a regular at the buyer's office. However, even after the transaction is signed and the obligations of the parties are fulfilled, communication between the seller and the corporate customer is not interrupted. The sale price in this case is great, therefore the manager controls (at times the years) the processes of supply, debugging and maintenance of his goods. In addition, after major sales, the two sides of the arrangement become, to some extent, business partners, which determines their responsibility to each other.