The differences in marketing of products and services to organisations rather than consumers are:
1. The business buyer wants to buy. Most consumer advertising offers people products they might enjoy but don’t really need. But in business-to-business marketing, the situation is different. The business buyer wants to buy. Indeed, all business enterprises must routinely buy products and services that help them stay profitable, competitive, and successful. The proof of his is the existence of the purchasing agent, whose sole
function is to purchase things.
2. The business buyer will read a lot of copy. The business buyer is an information-seeker, constantly on the lookout for information and advice that can help the buyer do the job better, increase profits, or advance his career.”Our prospects are turned off by colorful, advertising-type sales brochures,” says the marketing manager of a company selling complex ‘systems’ software products to large IBM data centers. “They are hungry for information and respond better to letters and bulletins that explain, in fairly technical terms, what our product is and how it solves a particular data-center problem.”
Don’t be afraid to write long copy in mailers, ads, and fulfillment brochures. Prospects will read your message – if it is interesting, important, and relevant to their needs. And don’t hesitate to use informational pieces as response hooks for ads and mailers. The offer of a free booklet, report, or technical guide can still pull well – despite the glut of reading matter clogging the prospect’s in-basket.