Tag Archives: B2B

Why Buying From Social Enterprises Is As Easy As A, B, C

If you’re looking to boost the sustainability of your category plan, try seeking out social-enterprise suppliers. While we all know change can be challenging, and some buyers are reluctant to shift from tried and tested suppliers, this simple A, B, C approach empowers you to make things happen – and support social enterprise with buying power.

Do you want a quick and easy way to get more sustainability into your category plan?

How about an approach that’s focused on suppliers rather than the scope of what you buy? The answer is to ‘buy social’ – purchase from a supplier that is also a social enterprise.

B2B social enterprises are increasing in number both here in the UK and globally. They’re a great way to promote sustainability because:

  • Social enterprises have a positive social or environmental impact at the heart of their business model.
  • Their scale is significant – they make a contribution of £60 billion to the United Kingdom’s GDP.
  • Social enterprises are more diverse in their leadership and workforce, and we all know that diversity is proven to help businesses succeed and grow.
  • Building social value into your supply chain can help your business attract and retain talent, enhance your brand and access new sources of innovation.

And the good news is that buying social is as easy as A, B, C!

A: Analyse Your Spend

Given that there are more than 100,000 social enterprise suppliers in the UK alone, there’s every chance you’ve already got them in your spend. Make sure you analyse spend before you start to source new suppliers – and get your Buy Social KPIs off to a flying start.

Once you have identified that existing spend, why not amplify the impact by highlighting these suppliers to your buyers and getting even more spend with them if you can?

Sometimes you will find them in unusual areas. One of my teams identified that we already used a local social enterprise for kettles and other household goods. We decided to direct more of our buyers to that cause, which meant increased revenues for that supplier – and all it took was an email from our procurement team.

B: Baby-Steps Approach Gets Quick Wins On The Board

Sometimes changing suppliers is a difficult thing to do. People can be reluctant to shift their spend away from suppliers they’ve used for years. So a baby-steps approach could help by giving your team an early success story to build momentum. Try starting with a low-risk category of spending.

Janette Evans-Turner, Head of Sourcing & Procurement at Zurich Insurance, quite literally took a ‘baby-steps approach’ when engaging with the social enterprise From Babies With Love. Members of her team identified a social enterprise they could use in a low-risk category of spend to ensure that there was a minimum of fuss – and they were able to redirect their spend from a mainstream retailer to a social enterprise.

‘It was easy to approach the buying department as the change didn’t seem that big,’ Janette reports. ‘When we explained to our colleagues in human resources the double whammy of benefits that the change to buying social with From Babies with Love could bring, they were chomping at the bit to get started!’

C: Commit To A Challenge

The final step in the process is a commitment to a target that you want to achieve. Companies such as Amey have put in place ambitious targets to increase their spend with social enterprise and the results have been impressive.

They signed up to the Buy Social Corporate Challenge, developed and delivered by Social Enterprise UK, to support this:

  • The Buy Social Corporate Challenge programme, launched in April 2016, is designed to make it as easy as possible to buy from social enterprise suppliers.
  • There are 24 high-profile businesses signed up to the Buy Social Corporate Challenge representing a broad range of industries – including built environment, financial services, technology and communications.
  • More than £65 million was spent with social enterprise suppliers by Buy Social Corporate Challenge partners in the first three years of the programme.
  • 100% of Buy Social Corporate Challenge partners in the UK rated the quality of their social enterprise suppliers as comparable or better than existing suppliers.

So why not follow this A, B, C process and see if you can start buying from a social enterprise or increase your spend with one today? Find out more about the Buy Social Corporate Challenge here.

B2B Is Dead. B4B Is Born

B2B or B4B? Does it really matter? After all, what’s in a title? Perhaps everything….

BoxerX/Shutterstock.com

Isn’t that a bold idea?

What’s in a title? Maybe everything.

Something that is very personal and possibly deep. A worldview that can shift our thinking and inspires us to do few things totally different.

Nah. How can that be? How is it possible?

How can you change a word, a preposition, ‘to‘ and replace it with ‘for‘ and call it a game changer?

We have seen it all. Haven’t we all been in business far too long to be moved by play of words. A small change from ‘To‘ to ‘For‘ means nothing.

Well, I don’t think so. And I’ll tell you why in a moment.

Let’s dive deep inside and explore the nuances that can help shape the idea.

Defining Business to Business (B2B) 

Business to business, also called B-to-B or B2B, is a type of transaction that exists between businesses, not consumers. This term got popular around the 1998 dot com era when the internet phenomenon was at its peak.

It was an acronym used to communicate how commerce flowed between two business entities. This term became so popular that it prefixed everything that connoted a transaction between two businesses.

B2B procurement, B2B buyer, B2B marketing, B2B sales, B2B market place, B2B e-commerce, B2B market research, B2B Software, B2B Offering and many more.

The idea caught on. It flourished. It also spawned into other variants. Say B2B2C or even B2B2G (where G is Government).

It was going well. Until now.

So why do I think that this terminology should die?

Simple reason. The word ‘to‘ in B2B is no longer relevant. To explore why this is not relevant we will need help of a dictionary.

Here is the English dictionary meaning for the preposition ‘to‘:

expressing motion or direction toward a point, person, place, or thing approached and reached, as opposed to from”.

In line with this meaning, so far businesses have marketed to, sold to, pitched to, offered services and products to and provided support to other businesses.

This was very much needed as businesses needed to take their products, services and support to other business. It metaphorically meant the direction was from left to right. Just like this arrow mark ‘—->’. One was the seller and the other was the buyer.

The word ‘to‘ is so ingrained in our psyche, like the arrow, the stress was more on ‘motion or direction‘. Our entire organisation structures were built to make, sell and service our customers. Along with it came top-down command and control, various functions/departments, centralised structures, and standardised routines.

To‘ was programmed deep in the business model. Resulting in a path dependency.

We are all perfectly ‘ locked in‘ by behaviours that connote – motion and direction from left to right.

Now, let’s use another lens to see the world.

The new world order – Business For Business (B4B) 

Before we explore this new terminology, let’s understand the meaning of the preposition ‘for‘ from English dictionary.

with the object or purpose of “

“suiting the purposes or needs of”

In the digitally connected era, as Nilofer Merchant points out in her book “11 Rules for creating value in the Social Era“, successful businesses like Uber, AirBnB, Tesla, GE Digital, Alibaba, Etsy, KickStarter create value through a different paradigm – networks, collaboration, community, social purpose and openness.

They are businesses built FOR businesses and consumers.

They are businesses built suiting the purpose and needs of their customers. There can be many sellers and buyers across a community.

Quoting General Electric, a 124 year old company, was once a seller of products to customers. Now it is a digital platform company with many buyers and sellers. It has now transitioned to a B4B company.

When you do something FOR somebody you do care for the other business or person. Not just for yourself. The preposition ‘forhumanises the act.

Suddenly you shift from providing ‘action and directionto a business and think about what can you do for another business. You can even ask, ‘Can I exist for my client’s success?“. This right away injects empathy into your business.

Business For Business. B4B. Injects empathy in the language.

In doing so, you will allow yourself to ask fundamental questions that can shift your thinking and behaviours:

  • What should be our business model that allows our customers be successful?
  • How can I structure my organisation for my customer’s success?
  • How can I create products, solutions and services for my clients to be successful?
  • How do I create a Go to Market model for my customers to engage, experience and buy?
  • How do I create experiences for my customer so that I can partner for an extended life time value?

B4B shifts thinking from you to your customer. It brings purpose and empathy in everything you say and do.

Over a period of time it perhaps will bring your business closer to the customer. Isn’t that we all want?

It all starts with one change in preposition – substitute ‘to‘ with ‘for’.

Magendar Rajasekaran is People Success Evangelist at Agility Nexus This article was orginally publishd on LinkedIn.