Are you a business which serves both a consumer and a business audience? Maybe your business has changed tack, broadening its audience to include both groups. Whatever your circumstances, it’s important to note that the drivers which cause a consumer to purchase aren’t necessarily the same as those which determine a business’s purchasing decisions. Take a look at the main similarities and differences between the two groups, as well as what you can do to market your business appropriately to both.

1. Businesses want facts and are price conscious

A hard-headed purchasing manager is unlikely to be swayed by emotion when it comes to deciding which provider of security fencing or concrete footings is going to be best for their project. To sell to businesses, a company needs to be able to demonstrate a clear, factual argument for why they’re the best people for the job. Factors such as past experience with similar projects, high-grade materials, a cost-effective approach and quantifiable results are key deciders in the business community.

2. Consumer purchasing is often a largely subjective process

In comparison to B2B transactions, B2C purchasing is frequently characterised by subjectivity. Consumers want to feel good about their purchasing. Being valued, an individualised customer experience, plenty of opportunity for add-ons, more incentives and other feel-good factors are all a vital part of consumer culture. Whilst ensuring that customers enjoy the very best possible care at every stage is fundamental in good business, it’s particularly important in dealing with consumers.

3. Consumer loyalty is easier to maintain

Intriguingly, once a consumer has shopped with you, they’re highly likely to do so again, simply out of habit. Even if your products aren’t the cheapest, they will turn to you because of previous positive experiences. In comparison, business customers tend to have a firm grasp of economics and regularly review the market to ensure they continue to receive the best value from their suppliers. This means there is a need to constantly show B2B customers why you’re still the best out there.

By tailoring your emails to take these facts into consideration, it’s possible to generate a more favourable outcome to your marketing measures.