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Welcome

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Business manoeuvringA model of B2B selling processes

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We are……

Arna Banerjee 120324

Niaz Bhuian 120354

Priyanka Hui Chowdhury 120316

Memosha Mausak Rahman 120352

Sumona Hossain120336

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What is B2B ???

Business-to-business (B2B) refers to a situationwhere one business makes a commercialtransaction with another.

It is a dynamic selling process based on-

Negotiation

Collaboration

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B2B Selling Process

Follow

up

Close sell

Presentation

Ask

Approach

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B2B Market

B2B markets are SPECIAL

B2B Buyers Are Longer-Term Buyers

B2B Markets Have A More Complex Decision-Making Unit

Longer-Term Buyers

B2B Products Are Often More Complex

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Why B2B?

B2B Marketing

Rational buying decision based on

business value

Small, focused target market

Relationship Driven

Educational and awareness building

activities

B2C Marketing

Emotional buying decision based on status, desire, or

price

Large target market

Product Driven

Merchandising and point of purchase activities

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Social selling

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Social selling

Social Selling is about building relationships and earning and growing relationship capital

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Paradigms of selling

Prospecting

Pre-Approach

Approach

Presentation

Overcoming Objections

Close

Follow

up

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Modified ModelShapiro and Posner (1976)

Opening the sales process

Qualifying the prospects

Developing the presentation

Organizing the justification

Making the presentation

Coordinating resources and personnel

Closing the sale

Nurturing the account relationship

Plank and Dempsey (1980)

Setting the stage

Determining the buyer’s need

Presentation

Exit

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Story of Father & Daughter

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Father explained,“the potatoes, the eggs and rice had each faced the same adversity-in the boiling water. However, each one reacted differently.The potato was hard but in boiling water, it became soft. The

egg was fragile within thin outer shell but boiling water inside the egg became hard. However, rice were unique. After they were exposed to the boiling water, they disappeared the water and turn into something new.

Altogether, They had created a complete meal………………..”

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Metaphor

Manoeuvring of Potatoes, Egg & Rice

As Manoeuvring of activities

in B2B selling process

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Business

Manoeuvring

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Business Manoeuvring

Business Standardization

•Purchasing Standardisation

•Selling Standardisation

•Standardisation of offering

Business Fraternisation

•Distance reduction

•Operational Trust

•Fraternisation competence

•Learning process

Personalization

• Informal Business

•Pedagogic challenge

•Service Awareness

•Changing Expectation

•Behavioral Trust

•Personal Selling

Probationary Business Rationalisation

Cost Reduction

Risk Reduction

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Business Standardization

Activity related to formality & StandardizationEx: Dun & Bradstreet

• Purchasing Standadisation• Selling Standardisation• Standardisation of offering

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Business Fraternisation

External & Internal organizational level collaborationEx: GE

• Distance reduction• Operational Trust• Fraternisation competence• Learning process

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Personalization

Attitude & disposition of people Ex: IBM ; Go Big or Go Home

• Informal Business• Pedagogic challenge• Service Awareness• Changing Expectation• Behavioral Trust• Personal Selling

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Probationary Business Rationalisation

Buyer concern over costs & risksEx: LinkedIn Marketing Solution Hub

• Cost Reduction • Risk Reduction

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Implications

Digital content marketing Changes in Buyer Behavior Changing software

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Limitations

• Limited Market• Long Purchase Decision Time• Inverted Power Structure

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Questions ?????

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