What makes B2B different?
One distinction is between retail and commercial. But the big psychological difference is that, generally, you are working through a middle person. That could be a wholesaler or another form of intermediary, like a broker. You are not in face-to-face contact with your end consumer nor influencing them as much as if you are a heavy TV advertiser or a brand sold through grocery outlets.
The sums of money involved tend to be quite large and the stakes quite high. Losing a B2B customer is much more damaging than disappointing a single customer in your restaurant.
For strange reasons, B2B is seen by some people as second-class ...
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