The term ‘Business to Business’ is misleading; businesses buy nothing. Only people buy. And the CEO in the boardroom buys for the exact same motivations and in the same ‘style’ as he does when he is at home in his kitchen; he buys a one million dollar software system the same way he buys a $30,000 car, a $3,000 home entertainment system or a $300 membership at the gym. He buys as much or more by personal self-interest (than corporate interest); driven by emotions, not logic. One of the best things the B2B’ers can do is understand the specific human who he is selling to, and what his ‘emotional life in his business role’ is all about – for example: internal competition with peers for recognition and advancement? Resentment of bigger, better financed competitors on the street? Fear – of being too late, too slow, left behind, too dumb, embarrassed, missing yet another big opportunity, making a costly or even career-ending mistake?

Strategy: Always make it personal.