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Jul
31
A mistake that industrial B2B marketers often make is treating their prospects as inanimate entities, devoid of personality and feeling. But really, what are companies made up of and who makes the purchasing decisions? People of course.
So why do we so often forget to appeal to the human needs of our corporate and industrial buyers? Instead we try to bombard them with a long list of technical features of our product (logical reasons to buy), forgetting to appreciate and satisfy their specific decision making criteria and personality type (i.e. satisfying their emotional needs).
1 comment
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§ Sandra Clark
said on : 08/04/09 @ 15:14
Quite right; as regards to appeal to consumers' emotional needs one only has ponder the success of Hitler and tobacco companies to realise that is a successful approach. It would work even more comprehensively for honest marketers because consumers are fairly perceptive, on the whole.
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