Sell to people at companies, not companies

When selling B2B, you’re also selling to a C: the person(s) with whom you have contact with (especially the first).

Many marketers seem to treat the marketing process as if they’re selling to someone who acts as a perfect representative of the company.

Most people do not act as representatives of the company; they act as their role at their company.

Unless you’re targeting very specific corporate personas, like buyers, the people you are marketing are engaged in work beyond solely seeking things to buy.

It’s important to understand that you’re marketing to a person AND negotiating with both a person and a business.

Most people will not make a purchase decision based solely on whether it is good for their company. They want to know if it’s also beneficial for them.

Someone wouldn't purchase a robot that replaces their job at their company.

Some of the benefits that the customer of the business you’re selling to gains by making a good purchase decision include:

• It reflects positively on their competences and initiative.
• It helps with their job stability.
• It gives them more buy-in and a stronger influence on future purchase decisions.
• It could increase their future budget and departmental size if they perform well.
• It equips them with the necessary skills of purchasing and potentially negotiation, which can be leveraged both within and outside the company, even in the job market.
• It expands their knowledge.
• It gives them a sense of accomplishment.
• It’s one less hour spent looking at those dreadful spreadsheets.

By truly recognizing that, in the end, you’re still selling to and dealing with people, you can adjust your marketing and sales process to systematically target your funnel:

1. Capture their personal attention.
2. Appeal to their personal ambitions.
3. Highlight how their business can fund their ambitions, while also benefiting the business.
4. Emphasize the advantages for their business to gain buy-in from fellow team members.
5. Maintain this person as your champion if they have enough buy-in, or express gratitude and navigate to the relevant authority while attributing credit to them.
6. Conduct negotiations with the business on a B2B level.

Following this strategy creates a win-win situation, encouraging individuals to prioritize engaging with your business above all other obligations.

Appeal to people's self-interest; you can't go wrong.