Business to Consumer (B2C) sales are generally what I call simple sales. The buyer making the purchase decision, the user who will consumer of the product or service and the person responsible to pay are the same individual. Show that person the value and they will buy.
Business to Business (B2B) sales, especially when they involve a larger company, are what I consider complex sales. Complex sales involve at least three distinctly different people in a company, each of whom has different requirements.
First, there is the money guy, (The Payer) who controls the purse strings. The money guy is interested in Return On Investment (ROI) and profits.
Then, there is the purchasing department guy, (Then Buyer) who acts as the gatekeeper and whose job it keeps you out. Purchasing is interested in the amount of insurance or bonding you have and your past performance.
Finally, there is the technical guy, (The User) or the person who needs your product or service. The technical guy is interested in how your product or service can solve his problems.
Complex sales require that you prepare presentations to address the needs of all three parties.
Do your complex sales presentations serve the informational needs of all parties?
