There are many reasons B2B SaaS sales differ from B2C (business-to-consumer)
Firstly, the speed of the deal. B2C sales are typically a fast, one-and-done transaction. Even a subscription for a software service not aimed at businesses is a fast transaction that can end anytime. B2B SaaS sales, on the other hand, take time.
As a sales development representative (SDR
, it is your responsibility and job to build rapport with potential customers slowly over time. From your interactions with them, you further understand their pain points and needs, qualifying
them as potential customers, your strategy, and the product itself. Once those prospects are further along the sales funnel
, they establish relationships with their superiors, upper management, and your customer service team. The goal with sales in B2B SaaS is to have a long-standing, positive relationship with your customers and to maintain them as customers as long as possible.
Secondly, B2B SaaS sales are typically a much higher ticket than B2C sales. After all, you are seeking to sell your entire software business. They will probably have multiple users and, ideally, use your product for many years. B2C is a one-and-done sale, sometimes a subscription, but it is a minor ticket and can end quickly.
Thirdly, B2C sales are focused on the most amount of sales possible. While B2B also likes to sell to many people, the goal is to nurture quality leads and relationships over time, leading to fewer overall sales but, as we saw above, at a higher price.
Fourth, B2B SaaS sales have to be made with a logical, fact-first approach a fairly high percentage of the time. B2C relies on emotional story-telling and tends to employ and use marketing more. B2B uses outbound
techniques instead, and in these, you have to briefly and clearly demonstrate the value your product will bring to your customers.
Fifth, in a B2C transaction, the one using the product will almost certainly be the client. In B2B SaaS, a lot of the time, the person you are selling to won't be the one directly making use of your product. Instead, they are often purchasing for their team or subordinates to work better, and your prospect can obtain the results they are after for company success.
And finally, as you might have already guessed, the approach in both cases is entirely different. While B2B SaaS and B2C require a competent, developed sales process
for success, B2B SaaS relies on building relationships with select leads over time by demonstrating and showcasing industry knowledge as leverage. B2C, on the other hand, relies on marketing and discounts or similar techniques to encourage rapid transactions for high lead volume.