Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

Hey, But I Sell to Businesses and Not Directly to Consumers

I have news for you, then: business buyers are still consumers. They fall into the same customer categories and exhibit the same human behavior. The only real difference is that they do more transparent comparison shopping by often sending requests for proposals to a gaggle of possible providers. But how they reach a final purchase decision is not unlike their behavior with their consumer hat on looking for a new car to buy, or lawn mower, or laptop computer, and so on.