Example: This means that the sales budget have to be connected to the bill of materials (BOM) data of all the machine models.

Example: When the offering provides benefits to the customer, it also create value. Customer value, therefore, is one of key concepts in B2B markets.

-Technical know-how needed

-Group of professionals participate (several buying influences), many group/person can involve such as production, finance, purchasing.

-Rational/task oriented motives (supposed to) dominate.

-Phases of the decision-making process identifiable. Companies have often defined explicitly how a purchase decision has to made and what the phases or stages within this process are.

-Role of demos, the role of demonstrations is increasing.

-Stable long-term relationships. B2B customers tend to favor long-term relationships with their suppliers.

-Personal relationships.

-Reciprocity, this mean that if a customer buys something from a supplier, the supplier should also buy something from customer.

-Shorter distribution channel.

-Role of Internet increasing. Traditional B2B manufactures increasingly offer customer experiences to end-users on their own web pages and webs shop. Customers and suppliers can find more information about products and customers and they can do more tasks through internet.

-Personal selling, trade fair, seminars. B2B doesn't like advertising in TV,... they prefer personal sales, trade fairs and seminars-what used to be main ways to build new contacts within the industry and find potential customers.

-Competing quotations and long price negotiations for large deal. in B2B, the large deals, the negotiation process can be very long. And the price is also impacted by various technical aspects and thus the physical offering in iterated in order to take into account customers prferences.

-List prices for standard product

4Cs: client, costs, communications and convenience

The traditional 4Ps is rather product-centric has been replaced by more customer-oriented 4Cs, focus more to customers.

-Identify prospects

-Pre-approach

-Approach

-Present and demonstrate

-Close

-Inbound sales: Engaging in speaking and writing to attract interested customers.

-Data sources: find information from different data sources such as online trade magazines.

-Trade shows: Participation in trade shows

-References from business partners

When potential customers have been found, company need to be analyzed to identify the ones with best potential, reduce the "long list" of potential prospects to "short list".

Company can use personal networks, find information about current customers status-current suppliers, ability to invest and change supplier- to pre-approach that is potential customer or not.

In pre-approach process company should see whether the customers can finance their purchase or not, and identify who to contact.

Call to customer without pre-approach is called cold calling and call customer-who visited the company website or have approach is called hot leads. Hot leads is efficiently to got customer than cold calling, but it belong company size or industry

Company need to be listen customer need, listening is important to understand the logic of the customer's business. Listen to the needs of the customer and react to them by focusing on feature.

Prepare an agenda and follow this during meeting could make successful meeting.

Communicating benefits not features, overcoming objections and answering the questions

After successful closing both parties have agreed that a deal will be made, with the price and other key aspects agreed.