The B2B + B2C Shift

Hi,

In today’s economy, companies that once thrived by selling exclusively to other businesses (B2B) are now expanding into direct-to-consumer (B2C) channels because that’s where the customer is going. 

While B2B remains the core sales engine for many, the widespread adoption of new technology by consumers is pushing businesses to adapt. Done right, this shift allows for diversified revenue streams, faster sales cycles, and insulation from market changes that might otherwise erode existing customer relationships.

But moving into B2C isn’t as simple as adding a product page or tweaking your pricing. It requires rethinking your brand’s messaging, sales structure, operations, and, most importantly, how you connect with different types of buyers. 

For sellers, managers, and owners, success in a blended B2B + B2C model means mastering two distinct playbooks: the strategy and patience of B2B selling, and the speed, clarity, and ease expected by B2C buyers. Without alignment, teams risk confusing both audiences and losing both.

This workshop is your guide to navigating the B2B + B2C transition with precision and purpose. The best companies don’t abandon what works; they build on it. By layering in B2C capabilities where they make sense, you’ll find opportunities to expand without breaking your current sales engine. 

DO’S & DON’TS FOR B2B TO B2B+B2C

3 WORKSHOP STEPS

STEP 1: MAP YOUR NEW BUYING AUDIENCES

What to do:
Create a dual-audience profile grid comparing your existing B2B customers to your potential B2C buyers. Focus on differences in buying cycles, motivation, budget, objections, and where they spend time online.

Execution Tip: Use a whiteboard, Miro, or spreadsheet to visualize this side-by-side.

STEP 2: ALIGN YOUR OFFER & MESSAGING

What to do:
Redefine your offer to make it digestible to B2C buyers without diluting B2B value. This means potentially unbundling, simplifying pricing, or creating a self-service version. 

Execution Tip: Run a “messaging remix” session with marketing and sales to create two versions of your top 3 products, one for each audience.

STEP 3: TRAIN & SEPARATE YOUR SALES MOTION

What to do:
Train team members on how to handle both motions, or assign them strategically. B2B reps handle complex accounts. B2C teams may focus on inbound, digital, or SDR models.

Execution Tip: Don’t make everyone do everything. Specialization speeds growth.

TIPS + REAL-WORLD EXAMPLES

1. Preserve B2B Trust While Expanding B2C Access

Tip: Continue selling premium products through dermatologists and medical channels while launching a controlled direct-to-consumer (DTC) platform that complements, not competes with, professional distribution.
Example: In the skin care space, a brand can maintain credibility through providers while offering consumers an official eCommerce site with clinical education, reorder convenience, and subscription perks. The DTC channel should reinforce the brand’s science-backed reputation.

 2. Create Distinct Messaging Tracks for B2B and B2C

Tip: Use science-forward, clinical results-driven messaging for B2B audiences, and emotionally resonant, lifestyle-focused storytelling for B2C buyers.
Example:

• B2B Message: “Clinically proven to reduce post-procedure inflammation by 60%, recommended by 9 out of 10 dermatologists.”

• B2C Message: “Reveal radiant skin in 10 days. Trusted by top dermatologists, now available to you.”

This duality keeps the professional audience engaged while resonating with consumers directly.

3. Bridge Channels Through Affiliate or Referral Models

Tip: Turn your dermatologists and aesthetic providers into brand allies by offering affiliate commissions or patient referral codes that lead to your DTC platform.
Example: A dermatologist provides a patient with a refill link and earns a commission when the consumer orders directly. This rewards loyalty, minimizes channel conflict, and keeps the provider involved post-visit.

READING LIST 

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The Revenue Workshop isn’t theory. It’s a field-tested system used by real leaders, in real markets, under real pressure.  

Each newsletter is based on one of over 300 workshops and worksheets found in the eight books of the RevenueVsSales.com and TheFocusedSeller.com book series.

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Thank you for your time!