Coursework Business to Business Marketing and Sales

Explain and contrast how each of the steps, of the Buying Cycle in organisational buying, could be of use to an industrial (B2B) sales-professional and what role could marketing play in each step.

Illustrate your answer by (a) referring to, and (b) contrasting with, both of the following buying circumstances:

(a) A salesperson for a small commercial cleaning company, trying to persuade a small local firm to use them instead of Veolia;

(b) A salesperson for Caterpillar, trying to persuade a national house-building firm to buy their products, rather than those of a major rival.