Question

Topic: Strategy

Converting B2b Customer Into B2c Level

Posted by niaz0530 on 9/26/2013 at 10:10 AM ET 25 Points
Butterfly marketing limited Bangladesh is constantly working to increase sales. Mainly it's business focus on retail sales of electronics home appliances through its 200 sales outlets in Bangladesh. What would be the best approach to for corporate sales department to increase retail sales?
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RESPONSES

  • Posted by Moriarty on 9/26/2013 at 11:57 AM Accepted
    I'm a little lost here, but I'll see if I can beat a path to you. Firstly, a corporate sales department will be skilled in dealing with corporate sales - that's of its nature. I doubt they'd be able to deal with individuals since they'd be more able to deal with large orders and the logistics that lie behind this.

    In other words, I'd leave the retail to the guys on the street, in your 200 outlets.

    I can certainly come up with strategies for each scenario, or if your corporate sales department has some people who can deal with individuals. If you could clarify things a little it would help immensely.

    Answering the following will help enormously:

    1) why do people buy from you (apart from price)
    2) what do they say about your business when referring you to others?

  • Posted by Peter (henna gaijin) on 9/26/2013 at 1:24 PM Accepted
    I also am a little confused. I am guessing that traditionally you marketed the products to the 200 sales outlets (who are separate companies from your company), who then promoted the products to the end customers? If so, that is what is called a push strategy. You are pushing the products to the end customer.

    Are you now going to own some or all of these sales outlets (what is called vertical integration), so you now need to figure out how to sell the product to the end customer? If this is the case, I would look at the 200 sales outlets (specifically, at the ones that are successful) and see what was working for them.

    If you are not vertically integrating, so the sales outlets will continue to be separate companies from you who buy off of you, you can still help them through what is called a pull strategy. You promote to the end customer and get them to go to the sales outlet to buy the product. This is done through advertising and other forms of promotion aimed at the consumer, but ones where you send the consumer to the sales outlet to make the final purchase.

    A third option you could possibly be doing would be that you are continuing to use the sales outlets, but are also starting to do some direct sales to end users. This is a challenging strategy to do, because the sales outlets will not be happy that they are competing directly with you, so they may stop selling your products.
  • Posted by Gary Bloomer on 9/26/2013 at 6:23 PM Accepted
    What's the connection between corporate and retail?
  • Posted by niaz0530 on 10/1/2013 at 2:10 PM Author
    Hi all. Thanks for your responses. To put more response on the discussion the company owns all the the outlets. Some of the branch managers are also engaging themselves in closing sales having corporate deals. But these are so acute. Need suggestion specifically on those. The normal customer promotion is going on and the brand value is there in the market. What we have identified is the managers are not approaching to corporate houses and I need to know if there's any way so that they will attract to more on corporate sales?
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