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My insights about B2B customers vs B2C: higher average order value, loyalty and smooth relationship.

Jesús González Burgos
Director and Founder, Clim Profesional
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How we manage to stand out in the highly competitive market

Strongly believing in the potential of an online channel, Jesús González Burgos founded “Clim Profesional” in 2014 with the aim to sell cleaning products for B2B customers online. The company is located in Salteras, a small village in Sevilla (south of Spain) and sells cleaning, hygiene and disposable products with a high B2B focus, also manufacturing products of their own brand “Clim Profesional”.

Cleaning products industry is highly competitive, where the products are common and hard to differentiate from competitors, but Clim Profesional found their special way: “Our mission is to always provide the excellence in the service and build a trust-based relationship with our B2B customers in the long-term.” – says Director and Founder of “Clim Profesional”, Jesús González Burgos.

After a boom during the Covid pandemic, the cleaning products industry is now back to normal and stable again, with its usual characteristics of not following any trend or seasonality.

We started selling on Amazon before Amazon Business was born

Clim Profesional joined Amazon as Selling Partner, when Amazon Business didn´t exist yet. Having their main focus in selling B2B, they realised the huge potential of Amazon Business soon after its launch. “Currently around 30-40% of our revenue comes from Amazon and it´s growing year over year. Therefore, we consider Amazon as a very relevant partner in our business.” – shares Jesús. Amazon Business with FBA (Fulfilment by Amazon) helped Clim Profesional to expand their business from Spain and Portugal to selling in all EU countries.
Amazon Business has offered us a great opportunity to reach new high-fidelity B2B customers.
Jesús González BurgosDirector and Founder, Clim Profesional
“We sell our products in other online marketplaces, and we especially like a strong B2B focus of Amazon Business. This is what we find motivating about selling on Amazon: the orientation that this marketplace has given to B2B purchases, by allowing certain levers that are not available in other marketplaces (such as establishing different prices for companies, or creating quantity discounts).” – notes Jesús.

Jesús shares that they are not only sellers but also B2B customers on Amazon Business, purchasing their supplies: “As a customer on Amazon I have confidence and trust that I´m building my business with professional counterparts and that the purchase will be successful”.

My insights about B2B customers vs B2C: higher average order value, loyalty and smooth relationship

We have asked Jesús about the differences in experience with B2B vs B2C customers, and here are the insights that their company marked:

One of the main differences is higher average purchase value, as B2B customers tend to buy in bulk. Even if we establish a lower price per unit for B2B, the overall average purchase is always higher.
The average order value of B2B clients is higher compared to B2C orders, as companies tend to buy in bulk and more recurrently. Also, if any issue or incidence with the order arises, the management is more agile and smooth with B2B clients.
Jesús González BurgosDirector and Founder, Clim Profesional
Additionally, the relationship with the client is very different, especially post-purchase: in every return request, or incidence, the process is smoother and more efficient vs a process with a B2C customer.

The delivery time and logistic is much easier for us a seller vs delivering to home addresses. Thanks to B2B focus, we have efficient delivery time ratio and better delivery experience.

Finally, a special pattern to mention is loyalty and recurrence: B2B customers are more loyal than B2C segment. If a B2B customer likes your product, they are more probable to purchase the same products with recurrence in the long-term.

Jesús concludes that their experience as Selling Partners enhances as they sell more to B2B customers. Their B2B customers are very heterogeneous, as every company needs cleaning and disposable products. As the main segments he notes: education (schools, universities, etc.), societies (neighbour communities, corporate offices), healthcare (hospitals) and hostelry (restaurants).

How Amazon Business tools fuel our B2B business

“About 80-90% of our business comes from B2B sales, and the feature we use the most is establishing in our catalogue Quantity Discounts to encourage bulk orders. We believe B2B customers are really sensitive to these kinds of promotions. We have also used “Manage Quotes”, with which we were able to offer ad-hoc discounts for special requests.” – shares Jesús.

He also notes their experience with setting up Business Prices: “We find really helpful having the possibility to establish a special Business Prices vs. B2C Price, as we know B2B Customers have a higher purchase potential and a higher possibility of purchase recurrence. This way, we like to adjust our price so that the relationship with our B2B clients is more stable and lasting in the long-term.”
The VAT Calculation Service saves time and effort both for customer and seller, makes the relationship with the customer more efficient. With this service you avoid a lot of back-and-forth with customers, as you can outsource the invoice-providing service to Amazon.
Jesús González BurgosDirector and Founder, Clim Profesional

My advice to develop your B2B business and make it big on Amazon

“For us, Amazon is an important part of the development of our brand, as we have the possibility to be present in a storefront where you can be seen by millions of potential clients. Additionally, Amazon gives you the necessary tools to increase your visibility, such as Brand Registry, which allows you to feel safe and secure in terms of Brand protection.” – says Jesús.

Here is the advice he shares: “We would encourage other Selling Partners to learn the differences between B2B and B2C customers and to adapt to them: to create special Business Unit Prices and also Quantity Discounts as these are two of the most important levers to attract B2B customers.”

Finally, Jesús emphasises the importance of the service for B2B customers, as “a good service can grant the recurrence and loyalty of these clients and creates a long-term relationship.”
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