After years of selling in the consumer market, Dave accepted a job as a salesperson for a firm that markets its products in the B2B market. As he considers his new responsibilities, it's likely that he will:

Question

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Industrial buyers generally require more personal service than buyers in the consumer market. B2B transactions involve larger orders, often involve more complex products, and require a greater degree of trust and communication between buyer and seller than consumer transactions. As a result, salespeople in the B2B market need to be able to build strong relationships with their customers and provide a high level of personal service. It is unlikely that Dave will find little difference between buyers in the consumer market and those in the business-to-business market, as the two markets have distinct characteristics and differences in buyer behavior. Decision-making in the B2B market is also likely to be more complex and involve multiple stakeholders, so salespeople cannot simply be order takers. Finally, B2B buyers tend to be more rational and deliberate in their purchasing decisions, so impulse purchases are less common.

After Years of Selling in the Consumer Market, Dave Accepted