It’s common knowledge that when you’re selling directly to a consumer, it helps to appeal to that customer’s emotions. But, what about in a business-to-business transaction? Does it make any sense to appeal to a business-customer’s emotions? Can a business have emotions?
Google and CEB’s Marketing Leadership Council did some research and found that business actually have more emotional connection with brands than consumers. Maybe that’s because the higher-dollar business transactions require far more trust than an average consumer’s purchase at a shopping mall.
Approaching B2B sales & marketing with the goal of forming a personal relationship, one that takes the product, price, and deeper personal goals of the customer into account will always lead to greater success.