Jose Has Accepted a Sales Position at Business Solutions Corporation

Jose has accepted a sales position at Business Solutions Corporation.Prior to this job,Jose worked in the electronics department of a retail store selling personal computers to consumers.In his new job at Business Solutions,Jose will sell personal computers to businesses.Despite the fact that the products sold to these two customer groups are quite similar,Jose is likely to find that purchasing decisions by buyers in the two markets will be influenced by different factors.
Buyers in the business-to-business market tend to be more rational than buyers in the consumer market.Industrial buyers often use buying specifications and carefully weigh the "total product offer" including quality,price,and service.