The key distinguishing feature between B2C and B2B firms is the reliance on direct selling. Management of the direct selling process is a critical input. For several reasons: Firstly, for industrial firms it is usually the main promotion technique, secondly sales activity is costly so it needs to be efficient and effective. Lastly, it is one of the most misunderstood areas of the B2B business. Many industrial businesses carry on for years with an engineering/technical focus; however when the work stops coming in the founders forget that it was the business relationships that they fostered at the beginning that has driven the firm’s success. Time spent on sales force engineering is well rewarded in the industrial firm. I have written several articles that you may find useful in exploring this topic.
An article about sales management; a buffalo hunter’s guide to sales planning.
Turning inside cats into outside cats; or how to get the sales force out selling.
Read about my Sales Dimension model for sales force engineering for the B2B firm.
