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Recruitment | 1 Min Read

But Sales is Sales, Wasn’t That The Rule?

Suppose, for a moment, that you are an aggregator of X component. You may have to decide between two possible business models, and you are uncertain about which will benefit you most. You can take your product directly to the market, where in all likeliness you will be shelling out Y number of X to an indiscriminate set of employees. Or you can align yourself with a organization where you will be able to sell big numbers but the embargo would require you to feed in constant amounts at a fixed price.

In other words, you must choose between a B2B and B2C model. If you currently face some version of this question, you may be wondering what the differences are in selling B2B or B2C. For some guidance, read on:

Sales is sales, right? If you stand with certain competencies and skill set you can sell your product nonetheless to corporates, aggregators alike, be it B2B or B2C! Well, this notion isn’t true for most parts anymore.

Intricate dissimilarities in terms of approach, intent and maybe process which have been ignored for ages. Although, these ignored facts are no less important for that kick-ass sales team we have all dreamt of, B2B or B2C.

The Sales Call Stigma, how is B2B similar to B2C?

As a first, they both require an array of special process, the prospecting, nurturing, and the works. You know it!

  • B2B prospect generation & nurturing may take longer and involve more effort, but you still need well defined strategy and tactics in both arenas.
  • They both require a tight and articulate process automation with marketing. If your sales & marketing efforts are not on similar lines, your potentials might shy away.
  • “Sales may go up & down, but servicing is primitive for any function”, once a sale is concluded, the affability of the end-user to communicate with your operations, makes all the difference and this is no difference, be it B2B or B2C.

The difference in push – B2B vs B2C

The Logical and the Illogical Difference

B2C or retail sales are more so than never driven by emotion, a perceivers’ immediate need and non-recurring. Whereas B2B or corporate sales are pre-planned, rational and can be recurring.

e-Commerce has changed the situation a bit but in essence this differentiation stays and cannot be affected much in the future.

Cheap vs Expensive

Subjectivity is in galore here, but on an average account, B2C deals have a much lower price point and are less likely to be paid out over in dividends. A decisive crossover where B2B sales involve products such as air conditioner supplies and such.

B2B services are on the end face of the coin are often retainer-based over a long term.

One-off vs Relationship

B2C sales contracts are rarely done on prior relationships and seldom result in a continued manner so-to-speak. On the flipside, in the B2B arena there are instances where the entire process is based on the foundation of prior professional relationship.


While there are many B2C sales people with years of experience, the learning (and success) curve is certainly shorter than in B2B.

Your B2B workforce must all be team players and executive decision makers in addition of knowing their products at the back of their hand. That can take years to develop and the right kind of skill to make it work.

So, what’s difficult?

B2C sales forces are accustomed to a relatively brief buy-sell–buy cycle and a much closer association with marketing and e-commerce. With no respite against a B2C crowd, switching in between two different business functions gets a little frustrating for the manager as well as the salesforce. Thus, the time to choose wisely is here.

On the other hand, moving from B2B to a retail environment might prove to be too intense for the average B2B sales professional, with little of the predictability or planning they are used to.

While building an efficient & effective sales workforce, organizations should take the background into account while hiring. Are they the right find and the perfect fit? Is there a transition from B2B or B2C?

Many companies find that significant training is required to achieve a high level of sales performance as these transitions present themselves. But the fear isn’t unjustified and it’s not unsolvable. Find yourself a recruiting partner which does the ground work and benchmarking for you to find the perfect semblance between efficiency and efficacy.

The decision lies in your hands.


Originally published March 22 2018, Updated December 16 2020


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About This Topic

Sales hiring is a talent acquisition process through which organizations build winning sales teams. Using standardized sales assessments, situational tests and role-plays can elevate your sales hiring and help you hire the best sales talent.

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