B2B Sales - Process - Steps Involved
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Transcript of B2B Sales - Process - Steps Involved
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Neha - Sheenam – Jagmohan – Sompal - Deepa
SELLING LCD TELEV ISION TO FIVE STAR HOTEL
Characteristics of B2B marketing
1. Derived demand2. Complexity of buying process3. Buyer power4. Buyer-seller relationship5. Payment system
B2B MARKETING
HOW B2B IS DIFFERENT?
The 5-star hotel need the LCD Television to give aesthetic look and with the updated technology.
• Lobby• Reception• Coffee Bars• Security Rooms• Hotel Rooms
DERIVED DEMAND
UnexpectedSituational
Factors
UnexpectedSituational
Factors
Attitudes of
Others
Attitudes of
Others
PARTICIPANTS IN THE ORGANIZATIONAL BUYING PROCESS
EthicalDecision-
Making Unit of a
Buying Organization is Called
Its Buying Center.
Users Influencers
BuyersGatekeepers
Roles Include
Deciders
Approvers
MAJOR INFLUENCES ON ORGANIZATIONAL BUYERS
ORGANIZATIONAL BUYING DECISIONS
1. Problem Recognition
2. General Need Description
3. Product Specification
4. Supplier Research
5. Proposal Solution
6. Supplier Selection
7. Order-Routine Specification
8. Performance Review
PROBLEM RECOGNITION
Problem recognition is when someone in a company recognizes a problem or need that can be met by acquiring a good or a service
Problem recognition can occur because of internal and external stimuli
GENERAL NEED DESCRIPTION
General need description is when a company describes the general characteristics and
quantity of a needed item
What are some items that would be included in a general needs description for a training
meeting?
PRODUCT SPECIFICATION
Product specification is when the buying organization decides on and specifies the best technical product characteristics for a needed
itemWhat are some items that would be included in
a product specification description for a training meeting?
SUPPLIER SEARCH
Supplier search is when a buyer tries to find the best vendor
What are the best ways for buyers to identify suppliers?
PROPOSAL SOLUTION
Proposal solution is when qualified suppliers are invited to submit proposals
What are some important tools for writing and researching a proposal?
SUPPLIER SELECTION
Supplier selection is when a buyer receives proposals and selects a supplier or suppliers
What are the six attributes that meeting
planners consider when selecting a location
ORDER-ROUTINE SPECIFICATION
Order-routine specification when a buyer writes the final order with the chosen supplier(s), listing the
technical specifications, quantity needed,
expected time of delivery, return policies,
warranties, and so on
PERFORMANCE REVIEW
Performance review is when a buyer rates its satisfaction with suppliers, deciding whether to
continue, modify, or drop the relationship
Since the buyer are limited the LG shortlists a couple of 5-five star hotels to target .The buyers have the power to
customise the product and negotiate for the better price .
In the B2B market the buyer has the power to decide the product ( Derived Demand ) better service ( buyer seller
relationship ).
The influence the product , place and price for the seller to agree upon the purchase.
BUYER POWER
Converting the 4P’s into the 6B’s
Product Buyer needPrice Buyer costPromotion Buyer information & communicationPlace Buyer convenience
- Buying process- Buyer management
BUYER-SELLER RELATIONSHIP
• Customized features for the security purpose television• Better price
• Servicing at zero response time
LG OFFERS TO THE HOTEL
THANK YOU Jagmohan Sompal Neha Sheenam
Deepa