3 reasons why the B2B buying journey is more emotional than B2C

There’s a stigma in business. People say B2B buying is rational and emotionless when compared to B2C. Do you agree?

A wise man once said: 

“It’s not a problem if you buy the wrong can of soda”

A can of coke is 70p. No big deal if you accidentally get full fat coke rather than Coke Zero. 

It would be an issue, however, if buying that can of coke had multiple stakeholders, took days to drink (implement), had to sign a binding contract, pay at least a few hundred dollars a month and get sign off from the c-suite.

There’s so much more at stake in B2B buying, which makes it more emotional than B2C. 

Read More