There are various types of B-side business. As long as the goods are sold to an organization, it is considered a B-side business.
So, in the face of many business forms, how should we recognize them more quickly and systematically?
The following three principles can be grasped as a reference.
01 Understand the three principles of B-side business
1. Standardization & customization
There are three perspectives to evaluate whether a company's services are "standardized" or "customized":
1) Universality of functional scenarios: The main functions and selling points of this solution are only applicable to individual customers, and after development, it is obviously a customized business without more than 3 iterations.
For example, an AI technology company provides a business consulting robot in an office hall for the government, which is a typical customized solution. It not only needs to match the business scope of the office hall, but also updates the corpus country email list for various time-limited policies, which is difficult to copy directly. to other institutional clients.
2) Quotation scheme: The standardized quotation scheme is generally reflected in the SaaS model, that is, the fee is charged annually/quarterly/monthly, and the fee is renewed when it expires, and no other additional fees are incurred in the middle. Customized business is mostly one-time settlement, payment in stages, and additional fees are required after the business is completed.
3) Customer objects: Standardized customer objects are more common in small and medium-sized enterprises; customized customer objects are more common in large enterprises and government agencies.
From the company's point of view, it is better to make a standardized SaaS business. However, it is better to sell a set of solutions to thousands of homes, and to automatically renew the fee when it expires. How cool is it?
But the actual situation, basically, when each SaaS service starts, it is customized, but it depends on who chooses the customized object, has more industry-leading experience, or has a stronger benchmarking role.
For example, a company's business is to provide standard SaaS solutions for shipping, vehicle transportation, and warehousing in the petrochemical industry. However, the domestic petrochemical industry is dominated by state-owned enterprises, and its business format is relatively stable. The so-called SaaS solutions are basically customized plan comes.
Conversely, after the SaaS business is highly developed and mature, it can go in the direction of customization. Salesforce, a typical SaaS company, has a highly mature CRM product format. On the premise of meeting the general needs of most customers, it can also combine some functions for sales to form more sophisticated application solutions.
2. Who asks who
The essence of business is exchange, to see who has the resources and can match the needs of the other party, such as funds, traffic, contacts, sources of goods, tools, etc. The proposition of "who asks who" reflects which side is in the leading position in the process of cooperation between the two parties.
Generally speaking, the party who masters the resources naturally has its own dominant position, and it is easy to make a platform business.
From the perspective of "platform": my clients ask me to do things, and naturally they have to follow my rules. Of course, buying and selling is fair, you can choose not to choose this plan, or even this platform; it also means giving up this field, because your competitors may take the opportunity to enter.
Conversely, if you have limited resources, it is easy to fall into the state of "seeking people", even if it is a platform-based business, because your traffic is not good, because your support is not strong, because your operation level is too poor, or even because you have a brand before. Reputation crisis is the reason why others choose to give up on you.
Being able to sensitively grasp the mental state of "the other party is begging me", setting a high price is out of instinct, and it is my sincerity to make profit and provide good service.
3. Whether the after-sale service comes to the door
In the after-sales stage of the B-end business, door-to-door is required in most cases.
Door-to-door service is because your product is to be deployed to customers, and you must implement and guide the application on the spot, unless it is a purely online business type. Correspondingly, there are 3 benefits of visiting:
1) Discover the real usage and needs
A situation we often see is that when the production and research team considers the direction of the iteration, it is more based on their own subjective predictions - also based on their own industry experience and product methodology. However, the real customer status will continue to change and evolve. Even if the information transmission mechanism has been completed, there will still be distortions caused by multiple transmissions. Therefore, in the after-sales stage, only by visiting and observing in person can we truly discover the customer's usage and needs.