Selling to Professional Buyers

There's something fundamentally different about selling to professional buyers compared with selling to personal buyers.  When an employee is buying on behalf of a company, it's reasonable for the company to expect that person won't be easily misled by  persuasive tactics.  B2B marketing should reflect this by giving the buyer the information that he or she is expected to gather in the purchasing process.  By becoming better information providers, we can build better relationships by helping the buyer do a better job.