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IRP B2B Glossary

Here are some of the terms that you should know about if you are using the IRP in a B2B context.

Setting Description
B2B Business to Business refers to the selling and purchasing of items between businesses, for example between manufacturer and distributor. This is often referred to simply as wholesale selling. In contrast, B2C (Business to Consumer/Customer) refers to retail sales to the end consumer of goods. Marketing will often have different emphases for B2B (see ‘B2B Marketing’), as the buyer will often be making a more significant investment and is unlikely to be a single individual (as with B2C) – a team is probably going to be behind the decision to buy. B2B may also involve a long contract or partnership with a buyer.
B2B Application Settings In the IRP there are a few B2B Application Settings relevant to B2B:
  • Enable Customer Account Creation: ('B2B Settings’ group) Check this box to allow customers to apply for their own Trade Account on your website.
  • Enable Trade Site: (‘Trade Site’ group) This enables the Trade website. (Contrast with 'Enable Retail Site' in the General Site Settings group).
For more details about all of these settings, see the B2B Overview Knowledge Base help topic.
B2B Marketing To some extent B2B Marketing is based on the same principles as B2C marketing, however the emphases are often different. For example, B2B companies need to become very well known within their industry and to potential buyers. Therefore trade shows and networking events, company newsletters and, increasingly, social media presence is very important.
In addition, search traffic, and therefore content marketing and SEO, is particularly important in B2B. Long-tail, lengthier and specific keywords are likely to be beneficial: although they may generate comparatively smaller amounts of traffic the visitors are likely to be looking for exactly what you sell and thus much closer to being purchasers. Consequently your ROI will be higher for long-tail keywords than for ‘head’ (or short-tail) terms. Your competition is much less than for short terms and so not just your organic results will be good, your paid campaigns are likely to be more cost-effective as the cost per click will be lower. So, think niche, as in ‘restored queen anne antique dining chairs’ as opposed to ‘furniture’. It may also be a good idea to experiment with using brand names in long-tail keywords in order to catch potential customers looking for specific services.
As mentioned previously, social media marketing, (particularly Facebook, LinkedIn and Twitter) is another important, and increasingly popular, element of B2B marketing. More and more businesses are opening up two-way conversations with related businesses and are using the social medium to attract exactly the sort of customer that they are looking for.
Credit Limit As a creditor, you can allow any Trade Customer to have a credit limit. This is the maximum amount you are prepared to allow them and will be dependent upon your assessment of their ability to repay their debt, trade and bank references and so forth. You might define the credit limit in terms of the maximum amount you are prepared to be owed, or in terms of the monthly sales that the customer generates, or some other method. You should always monitor your credit limits and adjust them as necessary. You can allow the Trade Customer to have a credit limit by using the ‘Has Credit Limit’ and ‘Credit Limit’ settings on the CustomerEdit.aspx screen and also on the ‘Customers’ tab under Trade Site > Price Lists in the IRP left navigation menu. For more details, see the Trade Price List Knowledge Base help topic.
Drop Shipping You configure drop shipping using the ‘Drop Shipping Status’ setting on the CustomerEdit.aspx screen under Customers > Customers in the IRP Admin left navigation menu. The status can be ‘Requested’, ‘Enabled’ or ‘Not Enabled’. With this set to ‘Enabled’, you are the Drop Shipper for your B2B customers. You can also upload a drop shipping logo for the customer. For more details, see the Customers, Trade Customers and the B2B Overview Knowledge Base help topics
Invoice Templates You can find this section under Trade Site > Invoice Templates in the IRP left navigation menu. You use this section to configure customised invoices for different trade customers. Typically you might include the following elements in an invoice: your VAT/Tax number, your logo and your contact details, the date, invoice number, Order ID and Purchase Order ID, the trade customer’s ID, billing address and delivery address, quantity shipped, description, etc., unit price, shipping costs, VAT/TAX, total amount due, etc. You can design your invoice templates to include all of these elements and imagery using the HTML editor in IRP Admin. There is also a useful Copy function, which makes it easy to re-use the same template over and over again. For more details, see the Invoice Templates Knowledge Base help topic.
Trade Customer You specify a particular customer as a Trade Customer as opposed to a Retail Customer by selecting ‘Business’ for their Account Type setting on the CustomerEdit.aspx screen under Customers > Customers in the IRP Admin left navigation menu. This causes the ‘Trade Settings’ section to be displayed wherein you can define other aspects of their Trade account, including their tax/VAT details, credit limits, associated price lists and drop-shipping status amongst other settings. For more details, see the Customers, Trade Customers and the B2B Overview Knowledge Base help topics.
Trade Price List You can find this section under Trade Site > Price Lists in the IRP left navigation menu. You use this section to configure customised price lists for different groups of trade customers. For example, you can define a price list for a specific country and currency and you can either pick the exact products that you want to include in the price list or you can choose to discount the prices from an existing price list. This is an extremely useful feature of the IRP B2B functionality as it allows you to specifically target any number of individual trade customers with tailored, precision pricing strategies. For more details, see the Trade Price List Knowledge Base help topic.
Trade Site You enable your IRP Trade Site by switching on the Trade Site Application Setting. You are also likely to use Trade Navigation (under ‘Interface & Design’). The IRP Trade site is exceptional in terms of usability, visual appeal on any device and expert use of content and imagery. In terms of UX (user experience) the site is built from our years of experience of developing first-class platforms for experienced retail customers - simple, clear navigation and search, intuitive menus, listings and forms, clear checkout process and so forth. For more details, see the Trade Navigation, Trade CSS Stylesheet and the B2B Overview Knowledge Base help topics



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