Are there differences between selling to business-to-business and business-to-consumer customers?
Yes, in the eyes of those doing the selling, there are, but in reality there shouldn’t be. No, because sales can only be made when customers, be they business-to-business or business-to-consumer customers, believe what they are considering fits their contrast/complimentary or complimentary/contrast situation and that they, by making their buying decision, will look better in their own eyes and/or someone else’s eyes.
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