Business to Business Management
Business-to-Business Messages
Business to business (B2B) communication was the cornerstone of how business was conducted during our parents’ generation. Major organizations such as AT&T and Motorola meet in huge “wood grained” conference rooms to discuss how each could generate revenue together and pass the cost to the consumer. If b2b communication failed between Motorola and AT & T, it wasn’t a big deal, because there was always another organization ready to jump in and fill the void. The demand for the latest and greatest cellular technology was high and the industry leaders benefited at each stage from developing to the consumer. The internet and other technological upgrades along with a poor economy have re-shaped the way b2b communication is conducted. The internet gave consumers a medium for purchasing the latest and greatest at a reduced price from c2c’s or wholesalers overseas. That medium affected the bottom line for most organization as b2b relationships declined while b2c relationship increased. There is still a need for b2b relationships, but opportunities are limited and requirements are high. Business may be given one opportunity to provide goods and services to a prospective business partner. The communication process should tailored and provide the necessary information, if not, one could lose an opportunity to make an impression. B2b communications is for both internal and external customers developed in a manner to communicate organizational intent in a language understood by the audience. Using the basic communication model as a guide, the following messages will illustrate the right and wrong ways to deliver b2b messages to ones team.
Appendix A.
The message was an inner office memo written by an undisclosed author to the organizations workforce regarding health related issues. The memo identified the organizations position of smoking in the workplace. It stated the number of hospitalization due to smoking was at 60 percent. The message was written in a manner to justify the organization position of becoming a smoke free work environment. The memo referenced a major medical publication to validate its position and show the difference between a smoke free work place and one that is not. This memo transitioned from point to point easy for all readers to understand as well as transition from point to point illustrating more than one reason why organization will soon institute a new smoking policy. This was a well written memo but it should have provided the authors role in the organization. The audience may have included new hirers or associates that are not familiar with organizational leaders. Adding his title could have further validated the company position.
Appendix B.
This inner office e-mail was written by a chief executive, whose intent was to motivate his team,