В статье «Деловые покупатели ищут личные выгоды» Роберт Блай (Robert Bly) приводит седьмое правило о деловых покупателях:

1. The business buyer wants to buy.
2. The business buyer is sophisticated.
3. The business buyer is an information seeker who will read a lot of copy.
4. B2B marketing involves a multistep buying process.
5. The buying decision is frequently made by a committee and not by an individual.
6. Business products are generally more complex than consumer products.

Recently, I have formulated a seventh principle which I would like to add to the list:
7. The business buyer buys for his company’s benefit — and his own.

Это всего лишь обычная истина, забытая многими b2b-продавцами…