Most businesses fall under one of the two vast categories – B2B (business-to-business) or B2C (business-to-consumer). Every business must tailor its brand messages and sales strategies according to the relevant target audience. However, what should one do if they are selling to both audiences? Chris Salis has some suggestions.
Having served as the VP and Head of Global Sales for SAP’s Line of Business Solutions and creating a new B2B and B2C business model for SAP, Chris has the right expertise to guide B2B/C companies on how to increase their sales.
Here are some points that can help companies engaged in B2B and B2C operations:
Focus on Referrals
Word of mouth is an extremely important piece of marketing. There is a simple reason behind it. A person tends to listen more to their friends and family. So, when they suggest a business, brand or app, they are willing to give it a try. In the social media world, “friend” takes on a new meaning. Besides, influencers often cross into the realm of “trusted advisor” with many of their followers. So, establish and maintain a strong brand along with a social media presence. Turn followers into fans, and let them honestly advocate for the product or service. It is the main B2C referral strategy.
Traditional referrals in the B2B world work a bit differently. In B2B, the process is more systematic, rather intricate, and more collaborative. The customer success teams must work closely with the existing clients, supporting a mutually beneficial relationship that results in a win. But this is an effort that must be fostered through a truly positive relationship.
Social Responsibility is Essential
Corporate social responsibility is a topic of exponentially increasing importance across the entire business landscape. Chris Salis strongly believes that corporate social responsibility is a vital facet of every organization and not a temporary, isolated initiative.
When it comes to consumers’ opinions, many statistics have shown a greater inclination towards corporate activism. A majority of customers have said that they would instead buy products of a brand that particularly endorses a cause that they believe in. On a similar note, many customers have confessed that they would not support a business contributing to the matters they find objectionable. Being a good corporate citizen is the right thing to do and makes good business sense.
About Chris Salis
Christopher Salis is a veteran of the tech industry with over 20 years of experience. Chris has worked with almost all organizations – small, large, multinational, and especially startups. He’s a personal fan of productivity hacks and a believer in the GTD (Getting Things Done) method.
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