Sell to People, Not Companies

Sell to People, Not Companies 2 Min read

When a brand posts a message, you’re more than likely going to ignore it. You think to yourself “Another damn advertisement.” It seems like they follow you everywhere. Companies invade your privacy, clutter your digital feeds and even follow you around the web (via retargeting technology).


I keep seeing companies trying to push Business-to-Business (B2B) services and ignore this transaction. People hate ads. They sell to the company and ignore the fact that they’re really selling to a person.


A person has wants, needs, desires. We’re emotional, creative and visual.


B2B doesn’t really exist. It never did. Stay with me here..


We as brands are tapping on the shoulders of individuals on every social channel they interact with. We’re approaching them when they’re stuck in line (and buried in their phone), on their couch, and yes — sitting behind a desk. But the simple fact remains: we’re always selling to people.


Remember what I said above? Emotional, creative, visual. B2B companies should stop focusing their efforts on how great their product/service is and start focusing on the individual.


Make them emotional about what you’re offering and do it in a creative and engaging way. Show who you are, not just who your brand is . I’m more likely to interact with a face than a brand. I don’t have the time or desire to engage with a mass-produced, canned sales pitch (harsh, but true). If I smell a sales pitch coming on (and I get bombarded with these daily) I’m probably going to shut down.


I’ll step down off my soapbox here for a moment to let this sink in:


B2B has been an illusion all along.



Shameless plug: this realization came to me after sitting with one of our clients, Joe Mullings, an influencer in the Medical Technology space. It’s not necessarily a purely unique thought on my part but it is an underutilized realization.



Further Reading

  1. On the concept:
  2. On visual interactions & engagement:
  3. On shifting perspective:
  4. On power of connection: