There are big difference between selling to organizations and selling to individuals. In this excerpt, you’ll explore the following differences:

• B2B Marketing is much more likely to focus on value than experience
• B2B buying decisions are usually made by groups
• Business buying cycles are longer than consumer buying cycles
• Business buying decisions are more likely to be a commitment than consumer buying decisions
• Relationships play a more important role in B2B than in B2C decisions
• Service and support are essential decision factors
• B2B sales have lots of moving parts
• Channel relationships are complicating factors in the marketing equation

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