Also, B2B's larger unit transactions mean that more may be loss if a competitor is alienated. Alienating a competitor with whom one has deep and long-standing relationships can be dangerous in B2B, since there are often more complex and lengthy selling processes involving many players in B2B. This is why B2B sales are so focused on maintaining key accounts, often with long-negotiated contracts.

Multiple purchasing influences in an ever-shifting market can mean alienating a valuable customer, and losing a key buyer can spell the end to the business. (Marketingprofs.com, 2005) In B2B there must be more precise records of large shipping orders (such as shipping documents and funds orders) that add to costs. (Davidson, 2005)

Integration within and along the value chain can still be more easily maintained between individuals B2B, as all wish to maximize value. Despite competition, sharing sales forecasts in is more likely in B2B, in a...
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