The amount of CRM (Customer Relationship Management) solutions available on the market today is mind boggling. There are many claims of differentiation by promoting features like Marketing automation, QuickBooks integration, and built-in accounting. But before you get caught up in the fluff, ask yourself one simple question.

Do I need the CRM to be for B2C (business to consumer, a retail environment) or B2B (business to business, a business environment)?

A one-size-fits-all CRM solution does not exist. So once you have your answer (which should be obvious), you can begin by eliminating all the options that don’t fit your Business model.

The difference between B2C and B2B Crm Software stems from the difference in how companies do their sales and marketing. Once noted, it becomes very clear that you cannot mix and match pieces well.

Let’s take a look at 8 of the key differences that influence how the corresponding CRM functions.

1. Contact Database

B2C: Large contact count to better send mess emails and get results. More of a numbers game based on timing, specials, and marketing messages.

B2B: Smaller contact database to Focus in on individuals. More of a relationship building process where there is more focus on the product and less rush.

2. Lead Counts

B2C: Many leads. The issue is finding the right time to influence the decision and complete the sale.

B2B: Leads are fewer, and staying with them throughout the process is critical. Because each lead is so valuable, spending more time on each is common.

3. Product Complexity

B2C: A less complex product that individuals can purchase on a whim with no severe consequences. They are also more uniform as you look at the competition.

B2B: A big impact product that needs to be purchased with thought and analysis. A poor decision can have a negative impact on the business. Each product is significantly different and unique.

4. Decision Makers

B2C: A decision can be made by one person whether it is a guilty pleasure, impulse buy, or need based. There is often not a consultation involved.

B2B: It often takes a team or committee to make a decision and evaluate the offering. They will thoroughly review information and plan accordingly.

5. Sales Cycle

B2C: Often a quick purchase decision, varying between a matter of seconds to days. It depends on availability, timing for specials, and opportunity.

B2B: Most of the time it is a long sales cycle, where there are multiple stages and periods where other options are eliminated.

6. Sales Relationship

B2C: There is almost no relationship because the focus is on the product. A quick decision is generally made without consulting with others.

B2B: Building the relationship with the salesperson is critical. People buy from people, and this is no more evident than in a B2B sales scenario.

7. Sale Values

B2C: Given the less complex nature and quicker cycle, the products are usually more affordable. Could be a 50 cent candy bar or a $1000 TV.

B2B: Given the time spent evaluating and the overall impact of the products, costs vary greatly, but millions is not a surprise.

8. Number of Sales

B2C: A consumer can make multiple purchases of the same item so the amount of repeat business and need to continue to sell is important. Customer service is almost a non-issue.

B2B: Generally, it is a one-time purchase of a product, with customer service playing a big role.

Clearly, the two methods are vastly different. Pinpointing these unique qualities goes a long way in finding the best CRM software for your needs. Building off of these key differences, let’s take a look at the direct impact it has on the CRM solution.

Data Management

B2C: Built to manage a lot of data to maximize the impact of email marketing and website lead generation. Organizing a lot of contacts and companies is critical to better manage communications and stages. The goal is long term consistent sales.

B2B: Built to better track contacts/companies, stages, and representatives. Data is focused on quality, and honing in on ones that are more likely to close. The goal is to automate the sales process and close deals one by one.

Visibility

B2C: Harder to pinpoint exact areas of concern or issues given sheer volume, but focus is on big picture, not the details.

B2B: Details are the key in marketing and prospecting for new business. Searching for exact data and information is critical to closing deals.

Outside Integrations

B2C: Often will be integrated with email and other marketing automation based tools to maximize the impact and tracking of email marketing.

B2B: Integration with email is important, but other solutions like accounting, shipping, and other industry software is critical as well.

Forecasting

B2C: Projections are built to look at the big picture and focus on pure numbers. This is pulled from large amounts of data and analyzed from there. Focus is on buying history and statistics.

B2B: Future sales are looked at piece by piece, and each contact or company is evaluated to determine their likelihood of closing. Nothing is assumed or guaranteed. Focus is on customer behavior and financial readiness.

Sales Stages

B2C: Often there are two or less stages: customer or consumer, prospect or buyer. Due to the sheer volume of consumers, there is not much tracking desired for other categories.

B2B: There can be many different stages in the sales process. Some common ones include: consumer, suspect, prospect, near close, and customer. Knowing exactly which stage they are in and at what point they will progress to the next becomes a big factor in communications.

Long Term Management

B2C: The focus here is on keeping the data updated with new consumers to keep the numbers where they need to be in order to get results. Consistent sales year after year is the focus with less input on the content itself.

B2B: The biggest factor here is staying in contact with current customers and prospects so that you can nurture them to continue working with you or become customers. Emphasis is on them, not the numbers.

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