Businesses don’t make purchases. Humans do.

At the end of your sales process is a human being.

Doesn’t sound too radical, does it?  However, it’s amazing how many companies forget this simple fact, especially when they consider themselves as business-to-business (B2B).

If you’re a manufacturer, consider this: it starts with your factory making something and ends with someone (a human) buying your product.  Everything – and I mean everything – along that journey is noise. Sometimes good noise, sometimes bad noise. 


However, we often see most of the effort going into appeasing the middleman and forgetting about the person who is actually using the product. Don’t get me wrong, the big retailers and distributors do hold incredible power in the supply chain, and this will always be the case. However, seeing ‘through’ them and engaging with the actual consumer will drive interest in your product or service, and this will benefit you and the middleman.

As for B2B, I’ve never seen a business buy anything. I’ve seen people who work for a business make purchases. Now we know the psychology of a person buying for themselves is different than when they buy for a business however, at the end of the day, they’re still a person and we should NEVER forget it.

Be honest. Does your business have the insights and strategy to talk to humans? Especially the humans that really matter to your business?

Gordon Christiansen is President of Aviso, a marketing agency based in Atlanta that specializes in equipping businesses for today’s market and helping them talk to humans.  If you’d like to learn more, get in touch;