B2B Buying Cycle: Sales Approaches in Commercial Cleaning

This report provides an in-depth analysis of the Business-to-Business (B2B) buying cycle, examining sales strategies within different commercial scenarios. It focuses on two primary situations: a small commercial cleaning company aiming to replace Veolia for a local firm, and Caterpillar seeking to persuade a national housebuilding firm to choose their products over competitors. The analysis covers key stages of the buying cycle, including need recognition, assessment of alternatives, risk alleviation, decision-making, and achievement of results. The report highlights the importance of understanding customer needs, competitive advantages, and risk factors in B2B sales, emphasizing the role of marketing in each stage to facilitate effective business partnerships and organizational growth. Concluding that a deep understanding of the buying cycle is essential for businesses to navigate the complexities of B2B sales and achieve their strategic objectives. Desklib offers more resources for students.

Buying Cycle

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Situation A- A salesperson for a small commercial cleaning company trying to persuade a
small local firm to use them instead of Veolia............................................................................3
Situation B- A salesperson for Caterpillar trying to persuade a national housebuilding firm
like Kier Taylor Wimpey Barratt Persimmon to buy their products rather than those of a major
rival.............................................................................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Buying cycle is also addressed as Purchase Cycle, is referred to a systematic process
comprised of various different steps which facilitate in understanding the phases which a
consumer goes through in purchasing a particular product or service. In order to be precise, this
meaningful process is comprised of different steps including Awareness of needs, assessment of
alternatives, alleviation of risk, decision, etc. which displays experience of buyer in purchasing
products and services from that particular business organisation. This report assessment will be
comprised of insightful information and knowledge based upon Business to Business buying
cycle in different mentioned scenarios. Furthermore, It will facilitate in contributing knowledge
of buying cycle with exploration of each and every step in an effective and efficient manner
(Kemp, and et. al., 2018).
MAIN BODY
Situation A- A salesperson for a small commercial cleaning company trying to persuade a small
local firm to use them instead of Veolia
Referring to the above mentioned situation or scenario, a representative from a small
commercial cleaning company is encouraging another representative from a small local firm in
order to generate a lead. For instance, the aim of the representative engaged in encouraging
another representative lies in eliminating Veolia as a business partner of that small firm in order
to generate business lead for themselves.
In the initial stage, the small scale cleaning company will be aimed at cooperating with
other small local firm in order to recognise their needs and requirement. For instance, the
primary and major concern in this stage lies in understanding the issue or challenge faced by a
business organisation in order to serve with solutions for the same. Marketing plays a major role
under this step as it includes as it includes spread of awareness in order to increase reach as well
as generating lead for increasing sales of products and services offered by these business
organisations (Hussain, Ferdous, and Mort, 2018).
The succeeding step in buying cycle is considered as Assessment of Alternatives which
encompasses analysing competitors in the market in order to acknowledge competitive
advantage associated with that business organisation. For instance, the small scale cleaning
business organisation will encourage the other small scale business by addressing the advantages

associated with developing business partnership with small companies rather than large scale
multi-national companies. In addition to that, it includes increasing urban and rural growth,
increasing employment, opportunities for growth, etc. which could be contributed by other small
scale local business by considering business partnership with small cleaning business rather than
Veolia.
The next step in this process is aimed at consideration of risks associated with
considering the offer raised by small scale cleaning business organisation rather than large scale
company i.e., Veolia. In order to be precise, the other local business will evaluate and consider
the risks associated with considering the offer as it could result in affecting business operations
and activities of that particular business organisation. Furthermore, marketing will play a crucial
role under this step as it will facilitate small scale cleaning company in highlighting the quality
services offered by company in order to approach the other small scale company in order to
attain business partnership with the same (Veréb, and Azevedo, 2019).
This step is aimed at decision-making for the offers made by companies in order to carry
out their business to business operations and activities in an efficient manner. For instance, it will
be inclusive of evaluation of the overall scenario in order to consider the most suitable offer or
strategy available to small and local business entity. In addition to that, it includes final
declaration of decisions made by local business to consider offer of small scale cleaning business
in order to attain business partnership with local firms rather than multinational firm. Therefore,
it will facilitate small scale businesses with growth opportunities in order to growth their
business.
The final step under this process is aimed at achievement of results from buying and
consumption of products and services offered by a particular business organisation. In order to
be precise, it will be aimed at accomplishment of organisational goals and objectives with
business partnership with other small scale business organisation (Duica, Florea, and Duica,
2018).
Situation B- A salesperson for Caterpillar trying to persuade a national housebuilding firm like
Kier Taylor Wimpey Barratt Persimmon to buy their products rather than those of a major
rival.
Referring to the above mentioned scenario, A leading business organisation i.e.,
Caterpillar is aimed at business partnership with national housebuilding company to sell their

products to them instead of other major competitors in the market. The respective business
organisation is among leading business organisation engaged in manufacturing and serving
heavy construction machinery and equipments to their potential customers. Primary and major of
competitors of Caterpillar include Komatsu as well as Volvo CE which operates with
competitiveness based upon quality of machinery and equipments served by these business
organisations (Jaiswal, and Singh, 2018).
In the initial stage of buying cycle process, respective business organisation will be aimed
at acknowledging the need and requirement of national housebuilding company in order to
approach them in the most suitable manner. For instance, It will be including the existing
business partnership of national housebuilding company with offers of Caterpillar in order to
recognise competitive advantage over their major competitors in the market. Moreover,
Marketing practices will further facilitate acquiring required knowledge and information as well
as spreading awareness regarding the brand as well as products and services offered by them.
In the succeeding step of the determined process, Caterpillar will analyse the competitive
environment with consideration of their major competitors in the market in order to look out for
their primary competitive advantage over other competitors. It will also be including substitutes
and alternatives available to customers for purchase of heavy construction machinery and
equipments. In addition to that, it will further facilitate in attaining business partnership with
national housebuilding company by highlighting their competitive advantages in the market.
Therefore, Marketing practices will further influence these efforts in reaching and encouraging
national housebuilding company in tie-up with respective business organisation (Palalic, and et.
al., 2020).
Under this step, the national housebuilding company will evaluate the potential risks
associated with considering the offers made by respective business organisation. For instance, it
will be inclusive of exploration and evaluation of all the risks factors and aspects in order to
analyse them in the most effective and efficient manner. In addition to that, it will facilitate them
in considering business partnership with most suitable option available to them in the market.
Moreover, national housebuilding company will consider the respective business organisation in
case if the outcomes of the analysis determines that business partnership with Caterpillar is
associated with minimum risks and uncertainty.

The further step will be aimed at consideration of effective decision-making in order to
make final decision regarding the offer raised by Caterpillar for business partnership. In order to
be precise, this stage will encompass consideration of all the factors and aspect in order to
consider the most suitable and appropriate decision-making practices of respective business
organisation. Furthermore, the determined decision-making practice will be aimed at attaining
maximum benefits from business partnership with the best available option to the company.
Therefore, Marketing practices will facilitate in presenting the core and major values of
respective business organisation before national housebuilding company in order to encourage
them towards business partnership with the same (Loureiro, C., Serra, and Guerreiro, 2019).
The final and last step under this process is aimed at experience of businesses in carrying
out B2B services with each other. For instance, it will be aimed at results as well as achievement
of organisational goals and objectives with consideration of business partnership among
Caterpillar and national housebuilding. In order to be precise, the primary and major purpose
behind this offer lies in a view of organisational growth of both Caterpillar as well as national
housebuilding company by meeting needs and requirements of both these business organisation.
Furthermore, it will be further facilitate in supplying heavy construction machinery and
equipments to national housebuilding by Caterpillar with consideration of most effective
business practices.
CONCLUSION
From the above assessment, it has been concluded that buying cycle is meaningful
process which facilitates in understanding of a significant concept of consumer behaviour in
workplace. For instance, the report has been highlighting the application of buying cycle upon
two different situations and scenario in order to facilitate effective understanding of the concept
in an effective manner. The mentioned process has been comprised of various steps or stages
including Awareness of needs, Assessment of alternatives, alleviation of risks, decision, and
achievement of results which facilitate in effective understanding of the same. Therefore, it will
contribute various additional values towards readers engaged in reading the overall content or
information.

REFERENCES
Books and Journals
Duica, M. C., Florea, N. V. and Duica, A., 2018. Selecting the right suppliers in procurement
process along supply chain-a mathematical modeling approach. Valahian Journal of
Economic Studies, 9(1), pp.47-58.
Hussain, R., Ferdous, A. S. and Mort, G. S., 2018. Impact of web banner advertising frequency
on attitude. Asia Pacific Journal of Marketing and Logistics.
Jaiswal, D. and Singh, B., 2018. Toward sustainable consumption: Investigating the determinants
of green buying behaviour of Indian consumers. Business Strategy &
Development, 1(1), pp.64-73.
Kemp, and et. al., 2018. The heart in organizational buying: marketers’ understanding of
emotions and decision-making of buyers. Journal of Business & Industrial Marketing.
Loureiro, S. M. C., Serra, J. and Guerreiro, J., 2019. How fashion brands engage on social
media: A netnography approach. Journal of Promotion Management, 25(3), pp.367-
378.
Palalic, and et. al., 2020. Social media and consumer buying behavior decision: what
entrepreneurs should know?. Management Decision.
Veréb, V. and Azevedo, A., 2019. A quasi-experiment to map innovation perception and
pinpoint innovation opportunities along the tourism experience journey. Journal of
Hospitality and Tourism Management, 41, pp.208-218.