Sep 04, 2014
...said a friend at lunch the other day, with a laugh. And, sure that sounds funny, but…
One of my biggest pet peeves is “It’s nothing personal. It’s business.” In reality, EVERYTHING we do in business is, in fact, personal…because we are all—yup—humans. And humans make decisions based on emotion, then find the logic to support the decisions. That goes for everything from buying shoes to hiring an employee.
You are, in fact, always marketing to a “consumer.” The business buyer is using the same set of emotions and perceptions he or she uses to make personal buying decisions. Certainly, we have different “personas” depending on type of purchase, time of day, and need…however, every single one of those personas are human.
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