B2B is Dead. Long live P2P.

event002People buy from people

These are some thoughts inspired by Rick Segal in Forbes Magazine:

B2B has ceased to be.

Death was inevitable when people began carrying their telecommunications and computing power with them. From that point “The Firm” lost its place as the organizing principle of business marketing.

If we really want to influence business decisions, from now on we have to reach and persuade the real seat of power, the individual. The customer is not a corporate entity, but an independently minded, highly connected, always-emotional human being. This individual is not only ascendant, but empowered and amplified.

Ninety percent of business decision making is emotional.

The new arena for business communications is now far bigger than the workplace. This is because work is no longer a place, but a state of mind. The connectedness of modern life sees no boundaries between work and home. It’s all part of the work-life continuum.

If we want to reach, persuade and engage business decision makers, we need to understand this “@ Work State of Mind” as completely and intimately as we can, so that we can ignite the emotions that cause decision-makers to shout, “Yes!”

If you’d like to talk about how to grow your business by being more personal, get in touch

6 replies
  1. Bruce Crain
    Bruce Crain says:

    Why do you say that “90% of business decisions are emotional”?  As a large ticket B2B sales guy, I dont find that is the case at all.
     
    Bruce Crain

  2. GaryDickenson
    GaryDickenson says:

    Isn’t this a ‘both and’ argument rather than ‘either or’? To me there’s b2b/b2c and there’s p2p. But they are used to describe different things.
     
    There’s always been p2p that’s never gone away because it’s the person that connects one business to another but  in doing so a business is doing business with another business and thus b2b.

  3. AnnHawkins
    AnnHawkins says:

    @GaryDickenson I think the B&C is useful in distinguishing between business and consumer customers but isn’t it always the case that a person has to understand and communicate with another person in order to do business. Even in a supermarket where we are removed from the people who make the decisions about what goes on the shelves, it is still ‘people’ selling to other people and when your business gets a business client the transaction is always between two or more people representing those businesses.

  4. Alex Barrett
    Alex Barrett says:

    Confirming and old saying that “People buy People”

    Yes there is a huge audience out there who know what they are buying, or do they, and order online only to complain when things go wrong.

    I strong relationship between customer and supplier where both parties trust each other is a very important aspect of doing business. @cns_it @AnnHawkins

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