I recently overheard a fellow talking about “the simplicity of the B2C sale.” He was comparing it to the complexity of the “considered purchase,” B2B sale. I had to chuckle, not at the thought one sale might be more complex than another, but at the thought that B2C sales, simply because they are B2C, are inherently less complicated. I wonder if that guy has ever bought a house or a car, booked a cruise, applied for a loan or tried to research dietary strategies that might remediate cancer.
Your business category is not the issue. The complexity of your sale is not the issue. Whether your sale is impulse or a considered purchase is not the issue. Buying into these notions as determining factors when it comes to your ability to design persuasively is thinking that will lead you down the garden path.
Understanding and managing your sale as a persuasive process is the only relevant issue.
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