SOHO, SME, Enterprise in creation, build an effective business strategy!

A company based on market Business to Business is a sales channel choices:

• Marketing of its commercial offering by a direct channel, in connection with prospects or customers, large companies or market SMB users.

• Supporting a network of distribution, marketing effort remains the same but directed to the distributor rather than to the end customer.

• Work outsourced, its relationship with the customer is only operational, contractual and commercial relationship is the responsibility of the contractor. Outsourcing is not available on all activities of Business to Business.

By marketing directly or relying on the channel of distribution, commercial energy is the responsibility of the company.

Through outsourcing, energy is offset on the contractor who retains control of the business.

The support networks of prescribers and partners opened a fourth lane. The partner requires the offer to its client portfolio, the reciprocal opening. The commercial energy is shared between the partners.

In summary, a firm market Business to Business has three potential levers of business:

• Direct sales with complete control of business but with an expenditure of energy.

• Prescribers or partnerships: Master of business and shared energy.

• Subcontracting: Energy trade absent but loss of business savvy.

The energy developed in direct sales with a customer portfolio is not uniform according to the types of customers. This variation will depend on several factors: AC potential customer purchase process, types of supply …

This allows to identify two broad categories:

• MAJOR ACCOUNTS: Relative concept based businesses. Prospects and key customers in the portfolio for strategic reasons, CA or level reached or business size. Earning potential is important but with limited margins. Conversely, commercial energy required is large, the time of the company are lying. Each firm can identify its own key accounts tailored to its size and weight.

ALL OTHER DIRECT CUSTOMERS: mass of all customers or prospects in which direct sales are not large accounts. Earning potential is medium to low but with higher margins. The commercial energy for each sale is less important, the times are shorter but recurrence is more important hence the need to renew the sale regularly.

1. Business Strategy for SOHO / SME Part 1
2. Business Strategy for SOHO / SME Segment 2
3. Business Strategy for SOHO / SME Component 3
4. Business Strategy for SOHO / SME Component 4
5. Business Strategy for SOHO / SME Component 5