I read a terrific article by Tiffani Bova, “6 Tips For Selling In The Age Of The Connected Consumer.” There’s a lot I agree with, but one point stood out, Make B2B More Like B2C.
I don’t disagree, in fact, there are huge amounts we can learn from B2C, particularly in the areas of personalization, customer experience, and ease of doing business. We also see many of the trends in B2C leading B2B. For example, B2C customers have leveraged digital channels in far more powerful ways than in B2B, but B2B is slowly emulating many of the practices (just read any of the 100’s of blogs on customers self educating and how far through the sales process customers get without sales people.)
