What is the deal with B2B companies thinking they’re so special?
I mean, seriously. They all think they’re so different.
We got to talk about this, y’all. Yep, let’s discuss.
Hey folks, Marcus Sheridan here, and you know, I mean, I go around and I have this great job. I get to speak to companies all over the world, and I get to observe businesses.
The number one comment I think from audiences, I mean like, literally, from audiences after they hear a speech, whether I’m sitting in the audience and just watching a speaker and listening to everybody, or I’m the guy myself … and, of course, I try to eliminate this now on the front end … but you constantly hear, “Well, we’re a B2B business, so I don’t see how this applies.”
I’m like, when did this happen? How? What is going …
Let’s break it down.
Let’s go beyond this whole, yeah, but you’re P2P, person-to-person. That’s true, but that’s not enough.
Let’s break down the fundamentals of what business is.
You take a business, a product, a service, a B2B, a B2C, a B2G, business-to-government, big, small, local, national.
There’s one fundamental building block, if you will, of all businesses. This is the reason why somebody gives you money, which is a powerful thing, right?
Somebody gives you their money.
That’s what business is. Let’s call a spade a spade. That’s what it is.
What is the emotion that allows someone to give you their money?
Well, it’s the emotion of trust.
And that’s why … What’s funny to me is like, if you get to the core of our marketing efforts at IMPACT, my digital sales and marketing company, we’re essentially a media company now, but we’re a B2B organization. But this is our entire goal: how can we become the most trusted voice in the inbound space? That’s our goal at IMPACT.
Now, for me as a speaker, again, B2B. I’m selling to event organizers.
How can I become the most trusted voice within my space so that event organizers are going to say, “I got to have that guy out to my event.”
Now, of course, that’s what we did with my swimming pool company. We became the most trusted voice in the fiberglass swimming pool space. And every client that I’ve ever worked with, and we’ve got some amazing case studies, that fundamental building block was trust.
So the point is, we got to stop.
If you hear anybody here on your team say, “You know, but I mean, we’re service, and we’re B …” just stop.
Don’t allow that as part of your company culture.
You know what I mean? See, you know what? Let’s stop saying we’re so different than everybody else. Let’s start seeing what makes us so human as a company.
If we do that, our ability to teach and communicate is opened up, and we’re not putting ourselves in these silos or these walls that, “Hey, I’m so different,” because I’m not. I’m not different. My pool company isn’t different. IMPACT’s not different. We’re all in the same game, and if we believe that, it is a game changer.
So that’s my challenge to you.
Until the next time, let’s go get to work.