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Friday, Apr. 15, 2005 at 12:36 pm

Selling B2B Decision Makers

By Bryan Eisenberg
April 15th, 2005

You sell business-to-business (B2B). Whether you sell paper clips or a highly complex, high-dollar solution, you must reach out to a decision maker. These elusive decision makers hold your transaction’s fate in their hands. And contrary to popular practice, selling B2B isn’t a mechanical, unemotional, linear, logical process.

To reach out and persuade decision makers, remember: decision makers are people. Treat them that way. Sell them that way.

They have identifiable motives, needs, and preferences. They have hopes, dreams, and goals. Their buying habits as consumers compared with their buying preferences as business decision makers may not be as different as you think.

Here are a few practical tips for making your B2B online communication efforts less stiff, more human, and a lot more persuasive.

Continue reading my column at ClickZ…

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Bryan Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark and Always Be Testing. You can friend him on Facebook or Twitter.

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