There’s a major misunderstanding out there in the b-to-b marketplace. Business marketers are trying to sell stuff. Which would be great if it were not for one thing. In this new age of customer control of information, communications and the buying process, stuff is no longer sold. It is bought.
In this new world, traditional sales pitches have become about as welcome as a Tom Cruise keynote at the annual conference of the American Psychological Association.
Ironically you may need to stop selling if you want them to buy. Because what they are looking for these days are brands that listen well enough to respond with a solution for their specific business problems. They want to buy brands that can provide a relationship of solutions.
Here are four ideas for attracting business buyers in today's market:
If you have a couple minutes, we have more.
