In both business and consumer markets, the individual that will use your product or service is not always the same individual that makes the actual purchasing decision. For instance, a husband may purchase a product that his wife needs, or a parent for a child, or an employer for an employee. In these situations, your responsibility is to satisfy the decision maker(s) by providing them relevant information as to how your product or service can enhance their business or lifestyle.
Generally, when I walk into a jewelry store to purchase a gift for my wife, the sales representative will ask questions about my wife, not about me (until we start talking budget). In business, you need to ask the purchaser about the goals or intentions for the product or service, not about their basic needs. To make them happy, you have to sell the expectation that the individual receiving the purchase will be happy. When the decision maker is not present, you can generate more sales by focusing on expectation rather than the moment.
Business Market Purchases. When marketing to a business, you should concentrate on what is most important to the business which often includes statistics, facts, data, and a return on investment. Within the business market, the purchasing decision is generally made by multiple individuals. Your selling strategy should focus on each of the decision makers by way of the individual who sought out your business. This may include giving everything to the purchaser and letting that individual determine how to disperse the content to the decision maker(s).
Consumer Market Purchases. Consumers regularly make purchases based on factors which include value, availability, and emotional connections. In consumer markets, you will either sell to an individual or a couple. An example of a couple transaction is a husband wanting to purchase a new home. To do so, he would need to get his wife to agree to the decision. Similar to a business market, you need to sell to both but primarily satisfy the decision maker, which you should identify as you work to develop the relationship.
In both business and consumer markets, you can go a long way by getting the individual who contacted you to like you. If they like you and your business, they will fight on your behalf to influence the decision maker.
Dr. Elijah Clark (March 13, 2023). Consumer vs Business Markets [Web log post]. Retrieved from https://elijahclark.com/consumer-vs-business-markets/