Business-to-business marketing: a defined strategy: developing a business-to-business strategy requires some creative thinking and an effort to remember that the goal of every business is to make money.

Many businesses are developed specifically to serve other businesses. These businesses ideally have a defined business customer and strategy in place when they go to market; this is known as business-to-business marketing. However, there are many businesses that enter the marketplace with a strategy in place to serve a particular consumer segment. Many of these businesses are potentially leaving money on the table by not identifying and effectively marketing their business opportunity to other businesses.

The process one undertakes in developing a "B2B" strategy is not unlike the process you would use in developing a consumer strategy. First, identify who your target audience is. Determine what need your product or service will fulfill and how or why you are different from others already serving that category. Once you have identified how your product or service fits into the needs of another business, you can effectively develop a marketing sales strategy.

There are many franchise companies that are traditionally consumer-based companies that do a very good job with B2B strategies. They are successful because they understand the value they can provide to another company and approach the prospect in a professional manner. Many of these organizations have a tried and true program which they have formalized within their system. This is important because franchisees that are used to selling to a consumer now have to switch gears and sell to businesses. By developing a program that is step-by-step and easy to implement, you will guide franchisees to success.

Tailor Your Presentation

Many people find it difficult to approach businesses due to lack of experience. It is important to remember that all companies are looking to increase revenue. This may be achieved a number of ways including saving time or by controlling costs. So when approaching a business owner, you should focus on how what you have to offer helps their bottom line rather than selling the features of your product or service. By listening to the prospect and understanding what their needs are, you can effectively tailor your presentation.

Following are some examples of franchise companies that have done a good job of targeting other businesses:

* Moran Industries targets car dealerships with their Alta Mere retail store brand to fulfill new car sales with add-ons, such as tinted windows, car alarms and other traditional aftermarket upgrades to new car sales. Mr. Transmission, another Moran concept, also employees a B2B strategy, offering companies with large fleets a national transmission program. This program is twofold--a marketing program is set up for franchisees to effectively solicit new fleet customers in their local markets in addition, and corporate negotiates national contracts to drive business for franchisees.

* PostNet International targets small-business owners to partner with them as their mailroom, printer, office supply and administrative support. With the various capabilities they provide from printing to shipping, they can help make a small business appear to be much larger to their customers.

Targeting B2B Customers

In some cases industries change and force you to look beyond your traditional ways of marketing. In the case of Computer Renaissance the computer industry has changed significantly, fewer and fewer people were purchasing used computers due to the low cost of new computers. Therefore, the corporate office needed to rethink their strategy in order to keep the business growing. By understanding the skills and knowledge of their franchisee system they developed a new service targeting small to mid-sized companies that do not have an on-site information technology person or department.

Computer Renaissance's IT@Work is now offering IT services to businesses. They target these businesses by offering a variety of services such as network design and maintenance, custom-built systems to meet their individual needs and fast response times when service is requested. To reach their target market, Computer Renaissance purchases mailing lists for small- to mid-sized businesses within a 20-mile radius of their store and sends out an introduction direct mail piece offering a "Free Needs Analysis." At a grassroots level, they attend small business networking meetings and local trade shows.

Remember to think beyond the traditional businesses as well. Budget Blinds targets the realtor community by providing realtors with gift certificates that they can offer to their clients to be used when purchasing custom window treatments once they have moved into their new home. This strategy works so well because realtors are looking to develop a relationship with their customers in hopes of customer referrals and repeat business. This value-added offer is at no cost to the realtor and drives business to the franchisee.

B2B can be developed at the corporate level or on a local level. Many franchisors develop programs at the national level which allows for easy add-on sales for the franchisee. However, franchisees can be just as successful developing their own B2B strategies, if you keep in mind that the goal of every business is to make money.

Dawn Lawin is president of Hot Dish Advertising. She can be reached at 612-341-3100 or [e-mail].