The document discusses whether the traditional definitions of B2B and B2C marketing are still relevant. It notes that both involve emotional and rational decision making. While B2B decisions are initially emotional, the final decision is more rational and justified based on business needs. B2C decisions are more emotional. It also introduces the concept of "AH4RJ" customers that appreciate help justifying rational decisions. The document argues that salespeople should focus on providing value to customers by taking a service mindset and focusing on building trust at the right moment rather than the traditional B2B/B2C definitions.

1. © 2016 Christian Maurer All rights reserved The Ultimate Sales Executive Resource 1
The Terms B2B and B2C
Have Become Obsolete
Haven't They?
Christian Maurer
London July 2016

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Dilemma of Sales Organizations

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We cannot solve our
problems with the same
thinking we used when
we created them."
Albert Einstein [1879 – 1955]

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The most common
source of management
mistakes
is not the failure to find
the right answer. It is
the failure to ask the
right question."
Peter F. Drucker [1909 – 2005]

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The Trigger

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My Understanding
B2B B2C

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Most Pressing Business Challenges
B2B Marketers
1. New Business Development
2. Quality of Leads
3. Demand and Lead Generation
2015 State of the B2B Marketing Salesforce Marketing Cloud
B2C Marketers
1. Remaining up to date on current
Marketing Technology and Trends
2. New Business Development
3. Customer Acquisition
•
•
16. Demand and Lead Generation
2015 State of the B2C Marketing Salesforce Marketing Cloud

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Everything should be
made as simple as
possible but not
simpler."
Albert Einstein [1879 – 1955]

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For Marketing B2B and B2C Remain Alive and Kicking
H H H H

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Personal Selling is H2H
H 2 M 2 H
F 2 F
Field
Inside

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Are B2B/B2C Relevant for Providing Customer Experience?
TrustRight
Message
Right Behavior
Right Moment Right Person
Seller Customer

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Definition of B2B : Selling Into the Value Chain
B 2 B 2 C
c.f. Porter M. Competitive Strategy: Free Press 1980

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Definition of B2B and B2C : Rational / Emotional
Emotional
Rational
B2B
B2C
All decision – making
requires emotion "
Antonio Damasio [1944 - ] DECARTES’ ERROR, Vintage 2006

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This is What I Tell my Students
Criteria B2B B2C
Motivation Business and Personal Personal
Decision Initially emotional Emotional
Buying On behalf of company For myself
Final Decision Rational justification Maybe reasoned
Financing Budget, OP/CAPEX Spending power
Relation Business Brand
Position in Value Chain Relevant N.A.
This is What I Tell my Students: Customer Oriented View

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B2B
Definition of B2B and B2C : Rational / Emotional
B2C
Emotional
Rational
B2B
B2C
Risk
B2C

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Our Triune Brain
Conscious
Sub –
Conscious
Reaction Time to Stimuli
1 2 3 4 5 6 7 8 9 10
Neo-Cortex
(Thinking)
Limbic System
(Emotion)
R-Complex
(Survival)

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B2C
Buyers Need
B2C
Emotional
Rational
B2B
B2B
Risk
Rational Justification
AH4RJ
NN4RJ
H2H
M2H
M2MB2C

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AH4RJ
New Customer Type
Appreciates Help for Rational Justification
CustomerSeller
Acts with a mindset of service and contribution

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AH4RJ Is Relevant for Providing Customer Experience
TrustRight
Message
Right Behavior
Right Moment Right Person
Seller Customer

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For Sales: B2B and B2C….

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Take Away
• Addresses a content issue in Marketing
• Is the basic interaction model for Personal SellingH2H
• Provide guidance for selection of Marketing Tactics
• Do not contribute to effective Seller BehaviorB2B&B2C
AH4RJ
• Helps Sellers to focus on customers where they can
have an impact by providing added value
• Sellers focusing on this customer type will remain
relevant
• Requires a different mindset from Sellers

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Christian Maurer http://ultimatesalesexecresource.blogspot.com