Don’t think that only customs officers need to distinguish business from pleasure. In appointment setting, this difference is important when you’re marketing specifically to individual business professionals. One unique trait about people in their position is they’re actually a fusion of both a B2B and a B2C customer.
As a B2B business, you obviously need to see them as the former and not the latter.
You might wonder though: just what kind of consumer businesses choose to dedicate a certain type of package or service specifically to people in executive positions and other high-end professions? What makes them likely to use a marketing strategy that’s unusually similar to B2B appointment setting?
To answer the first question, here are some examples:
- Therapy – Life is tense at the top and is not always martinis and yacht rides. There’s also the ever-present (yet somewhat cliched) issue of company politics using an executives psychological issues against him or her. That’s why some therapists specialize their services to fit a corporate context.
- Fitness – The busy life of an executive has also entailed a healthy-driven lifestyle that needs to be specifically tailored to their busy schedule. This is why some fitness advisers also target them and tailor their services accordingly.
- Travel – Travel may play an important role in business so it’s not surprising that travel agencies offer discounts and other relevant promos to make them easier for frequently flying decision makers.
By now you may have already gotten a hint of what makes your B2B business significantly different in terms of what you’re offering. So just to make it easier, here are some glaring signs for why you’re targeting them specifically as B2B sales leads:
- Needs go beyond personal – All three examples deal only with the more personal needs of an executive. While it’s good to help them on that level, your business is on the level of helping their whole business (hence, B2B). When you are engaging them to qualify their needs, you are also calling them to evaluate their entire company, not really their personal lives. In turn, it calls you to specify your purpose for getting in touch with them.
- It involves their whole company – Unlike consumer businesses, they are but only one of the people you will be contacting. Other parties are involved as well and you can never be too careful when it comes to evaluating a business’ needs in its entirety.
- Budget size is obviously bigger – Just because they have an image of luxury doesn’t mean their business as a whole spends a whole let less. In fact, given the generally higher priority of business over personal needs, their budgets for acquisitions and implementations are only going to be bigger!
This is what it means to differentiate business from pleasure. Simply put, it’s because a business objective just demands more. You need to talk to more people and discover more complicated needs. Even if both you and another B2C consumer were to approach executives with, say, a telemarketing service, your business will still need a strictly B2B telemarketer. So again, you don’t have to be a customers officer when it comes distinguishing between business and pleasure.