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Different Ways to Approach the Client in Business-to-Business Field

11 Pages Posted: 29 Sep 2009  

Mihaela Moisa

Alexandru Ioan Cuza University

Date Written: August 19, 2009


The paper emphasizes different ways in approaching the business-to-business client and the effects implied by every method of developing relationships with the B2B partner; in the same time, the paper points out the necessity of creating an operative partnership between Marketing Department and Sales Department, in order to attract the client from this area.

In business-to-business arena, the companies try to attract the client using one-to-one approach. Every client is a distinct entity, who needs products and services adjusted to its business. Even if it is a unique transaction or a strategic partnership, the sale takes place only if the client obtains competitive advantages in concordance with his business objectives. In reality, the client wants to obtain a solution to its problems; the benefits he buys from the supplier must be transferable to his own clients. Taking into account that on business-to-business market, the number of the clients is limited and smaller than in B2C area, a good collaboration between Marketing Department and Sales Department develops the quality of approaching the client and communicates a coherent and unitary image of the offer.

On business-to-business market, in most cases, the sale doesn’t remain at the tactical level, but it becomes a strategy; the client it is seen as a long-term partner, a partner who can be satisfied in a better manner through a positive relationship between the two departments implied in offering the goods and services - marketing and sales.

Keywords: strategic partnerships, marketing and sales relationship, strategy

JEL Classification: M31

Suggested Citation

Moisa, Mihaela, Different Ways to Approach the Client in Business-to-Business Field (August 19, 2009). Available at SSRN: or

Mihaela Moisa (Contact Author)

Alexandru Ioan Cuza University ( email )

Carol I Blvd, Nr.11
Lasi, 700506

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