I just got finished giving a terrific talk on the 7 Deadliest Small Business Marketing Sins to about 60 or so members of the Master Builders Association. I love seeing the light go on when people realize what they’ve been doing wrong and how to fix it!

Inevitably, most small business owners are guilty of one or more of these sins (Find out if you’re guilty, and what to do about it, by downloading a copy of my FREE REPORT “The 7 Deadliest Small Business Marketing Sins…Are You Guilty?“. Judging by the nods and knowing laughs I got throughout the presentation, this group was no different.

What’s always most interesting are the questions people ask afterward. This time, the one that stood out for me was “I loved your presentation, and totally get what you were saying, but I run a painting company that works for remodelers. Isn’t it different when you’re marketing to businesses?”

Now, anytime I do a presentation like this, I include plenty of real life stories and examples. This time was no different. And although some of my examples related to consumer sales, some also related to selling to businesses.

Of course, it’s easy to overlook this because when I tell the stories they’re all about people selling to people. Because regardless of whether you’re selling direct to consumers or to other businesses, the reality is you’re always selling to a person.

Even in the biggest corporations, your marketing materials eventually end up in somebody’s hands. That person is the decision maker. And just like a consumer, the reason they are looking at your marketing materials is because they have a problem to solve, a want to fulfill, or a need to fill.

Maybe they need to cut costs. Or they’ve just laid people off and need to fill the void with contractors. Or they’ve been dying to redecorate their office. Or the last person flaked. Heck, maybe they want to make themselves look good by brining in a hired gun. Who knows?

Whatever their reason is for considering hiring or working with you, you can bet there is a reason. So if you can show them how you can help them achieve their goals in a way that’s better or different than anyone else, you’re in.

Besides, even CEO’s go home at the end of the night, eat dinner, then (hopefully) put their feet up and read or watch the tube. They also put their pants on one leg at a time. And whether they’re making business buying decisions or buying for themselves, they do business with people they know like and trust. And they really just want to know if you have what they’re after, and the benefits of doing business with you (especially when compared to the other guy).

So whether you’re selling to businesses or consumers, you’re really just selling to a person. And they’re really just buying from a person (you). So in my book all the same basic marketing rules apply, though the details, design, terminology, voice etc. may change.

• You have to know your target market and understand their wants, needs and problems.
• You have to get in front of them over and over in a warm, personable, helpful way so they can come to know, like and trust you.
• You have to speak to them in a way that it is attention-grabbing, easy to read and resonates with the reader.
• You have to show them how you can solve their problems, fulfill their wants, or fill their needs.
• You have to give them a good reason to buy from you instead of the guy down the street.

And so on…

Do you think marketing should be done differently for B to B versus B to C sales? Why or why not?

Share your thoughts by posting a comment below…

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