Get paid. Get made. Get…

James Craig recently came to my Buyer Behavior class to talk about B2B sales and marketing. After his guest lecture, I asked him to complete fill in the blank:

James recognizes that:

-Consistent with B2C marketing lessons, it is important to understand the needs of the customer.

-Unlike B2C marketing, the needs of buyers in a B2B context are quite different.

-Understanding the need for B2B buyers to get paid (i.e., keep their job), get made (i.e., get promoted), and get hugs (i.e., be appealing to others), is a useful framework for vendors to think about how to shape their sales message.

PS: B2C = business to consumer. B2B = business to business