I know what we’re thinking.
All that fuzzy emotion stuff doesn’t work for us. Hell, we sell bulldozers (or whatever).
Fact is, emotions are a lot more important in B2B than we think. A six year study by customer experience firm Beyond Philosophy studied over 30,000 data points for both online and offline B2B sales and found B2B customers actually relied on their emotions more than B2C customers when engaged in a buying cycle.
Recommending the wrong brand of pizza for the company party rarely puts our job at risk, but selecting the wrong lead management software, or telephone system, or shipping provider could cost the company thousands in lost revenue.