I hear a lot of talk in marketing circles about B2C vs. B2B. In a nutshell, here’s how I’d describe how each side views the other:
What B2B thinks about B2C:
“B2C marketers think they are the “cool kids” at the prom. But, the reality is they just spend tons of money and never show any results. Where’s the ROI?”
B2C thinks about B2B:
“B2B? Boring-to-Boring. I mean, how many original whitepapers can you really produce without losing your mind. There are tons of great B2C brands but no great B2B brands.”
For me, it’s kind of a silly debate. I mean, we’re all marketers. The real difference is what product or category you work in. Not who you’re targeting.
One of universal truths is that it’s easier to grow your business organically with existing customers than to constantly acquire new customers. Everyone seems to know this. But most companies still spend the majority of their time and resources generating new business.
When I used to work in the advertising world, we called new business, “the lifeblood of the agency”. Working on existing client accounts was considered boring. It was all about the thrill of the pitch. That’s where the best talent and the best thinking was focused.
But, the reality is that it’s easier and cheaper to get more business from your current customers than to constantly chase new customers.
In a recent team meeting, I stressed the importance of customer retention and creating “raving fans”. To illustrate my point, I played my team a segment from the movie Springsteen & I. It’s a great documentary that’s all about the special connection between Bruce Springstreen and his fans. You can watch the trailer below.
Recently, I had the opportunity to represent PGi at the American Association of Inside Sales Professionals (AA-ISP) Leadership Summit in Chicago. The title of my presentation was “Evolve or Die: How to Survive and Thrive in the Changing Sales Landscape”. You can check out my the slideshare of my presentation above. In this post, I’ll share some of the key themes I discussed at the conference.
The Changing Sales Landscape
Overall, the role of a sales professional is dramatically changing. The “good old days” of dialing for dollars is over. Today, only 2% of cold calls result in an appointment. So, if you’re hoping your “dial days” will result in some big deals, you’re going to be very disappointed. Sales people today have to accept a basic truth: Your prospects really just aren’t that into you. They don’t want you calling or email them. When they’re ready to talk to you, they will reach out. Read More