Marketing research

It doesn`t depend on who your customer is — the same principles are used in trading. However in the case when the trade is carried out between various commercial structures, there arise a number of additional problems. In most cases the main problem consists of definition of a customer`s circle. It does not make a big work for small companies, however it can become a serious problem for a large firm and demands time for solution.
There can be a department with a primary target to buy things which are essential for business. In this case you need to contact the person who is engaged in the goods or services. As a rule, the name of this person can be found out after speaking with a secretary. By the way, make pleasant impression to the secretary as at this step you start to establish relations with the company you are going to negotiate with. Having met the potential buyer, you can operate the AIDA scheme (attention — interest — desire — action). Quite probable that you won`t receive the definitive answer at once. If you offer, for example, equipment maintenance service, it is necessary to meet the chief engineer. If you sell the equipment for offices, the office-manager is required. It is better to agree about a meeting in advance. In this case the discussion will appear to be more constructive and organized. Always leave advertising materials for memory after meeting.
One more difference is the motive of making a purchase. Commercial structures are guided more likely by expediency and necessity rather than emotions. Therefore first of all it is necessary to make an emphasis on a business side of your proposal. At the same time you will deal with people who are influenced by emotions.