ОСОБЕННОСТИ УПРАВЛЕНИЯ В2В ПРОДАЖАМИ В СОВРЕМЕННОЙ КОРПОРАТИВНОЙ ПРАКТИКЕ

Abstract

The article discusses the features of the planning, organizing and conducting B2B sales based on marketing the enterprise products in bulk to other enterprises that later resell products with or without changing their characteristics. It is emphasized that such sales system is a set of actions for the sale of goods and services in the corporate segment. The existing classification of B2B sales is presented: transactional and consulting; dealer, distributor, corporate and retail. There are definitions of the parameters that have the greatest impact on their volumes (industry, product, sales channels). New market trends were studied and such factors as: complication of the specifics of sales, decrease in customer confidence in sellers, increase in the length of the transaction cycle were noted. It is concluded that B2B sales are a more complex product than sales to individuals. The result in them depends on the sellers meeting two conditions – providing customers with high-quality content about the advantages and benefits of the product, as well as improving the efficiency of the entire sales process, which directly depends on the choice of the structure for the sales department, improving the quality of management, the level of professional training of sales managers, the availability of an effective CRM system, the use of effective motivational mechanisms, etc. In this regard, popular sales techniques have been studied (SPIN, solution sale, value-added sale, strategic sale, selling fox). Special attention in the article is paid to the algorithm for building an effective B2B sales management system, which requires individual customization and adaptation of each company. Ideally, such activity should be considered in the context of a separate business process focused on creating key shared values of the seller with customers. The importance of solving such a problem for the corporate business of the 21st century, understanding its significance and further in-depth study with access to specific practice is noted.