Stop Selling B2B and B2C and Focus on People: An Interview with Seth Godin

The days of B2B and B2C sales models never existed, according to business author Seth Godin. He told me at a recent entrepreneur leadership conference that behind every business is a human being who makes purchasing decisions.


Transcript: (Seth Godin) “When you’re selling to a business, you’re not really selling to a business. Businesses don’t buy anything; people buy things. The person at Ford buying brake lines, doesn’t need brake lines. They need a story to tell their boss. Because they’re not actually on the assembly line, they’re the purchaser.  We sell stories. The shift now is that there’s way more people to connect with, which is good. But, those connections are way more difficult because there are way more people to connect with. So, we have this challenge. Which is stop being bureaucratic and understand that people are going to buy a story that increases their status based on what’s important to them.”

Godin says the key is to understand your audience and their frustrations so that you can offer solutions.

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