We see you…
Don’t be paranoid, but we know you are reading this blog post like a squirrel after a nut. You arrived here as a business owner searching for the secret formula for making more sales to consumers.
Maybe you have an offline store and you aren’t getting enough walk-in traffic, and even when you do, they leave without making a purchase.
Or maybe you have only been selling B2B (business to business) online up until now and you know it is time to step up your game and go after B2C (business to consumer) online sales.
When you saw that the title of this post contained the word psychology, you thought, “Ah ha! That’s the answer! I must dig into the mind of consumers.” And you are partially right.
However, what we have to say is about more than just discovering how potential B2C buyers think. It is about rearranging your whole attitude toward B2C sales.
According to a book by Bryan Kramer, when it comes down to it, there is no real B2B or B2C—it’s all human to human.“As marketers, we’ve been trained to speak, ‘business to business’ (B2B) or ‘business to consumer’ (B2C.) But instead of this creating a simple framework for dialogue between humans, it set forth an unnatural language for marketers, using words like ‘synergy’ and ‘speeds and feeds’ to tell the stories of products and services to their buyers and partners. The fact is that businesses do not have emotions. Products do not have emotions. Humans do. Humans want to feel something. And humans make mistakes.”
Kramer’s book is based on the premise that B2B and B2C can no longer be so easily defined. He argues that, to survive, marketers must appeal to humans’ emotional needs on top of the original need or desire for a product.
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