B-to-B Decision-Makers Are People, Too (Really)
Emotion can work in B2B, if it’s focused on the purchaser’s feelings not about himself, but about the benefits accruing to the company.
My buddy Bryan Kramer calls this concept H2H, or Human to Human, selling. You’re not selling to a business. You’re selling to a person at a business. Good article.
See on adage.com