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.

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