Know-How Exchange : Other

Dear Bretth,

The thing to bear in mind here is not B2B or B2C, but the simple, basic, never changing needs of people. This means suspending your impressions of business to business and business to consumer and focusing on relationships.

B2B is a term that's bothered me for some time because it implies that one business is selling to another, which is nonsense.

Businesses don't buy things, people do. People run businesses, and it's the people in those businesses that buy, not the organization.

Marketing mixes and decisions to buy have little if anything to do with the sector responsible for doing the buying, they're based far more on someone's needs, desires, wants, desires, and pain points.

This means dealing with someone with a pulse and a breath in their body. Focus on the needs. Follow the solutions.

I hope this helps.

Gary Bloomer
Wilmington, DE, USA