Your business-to-business customer is not someone you can stereotype, commoditise, or shoehorn.
One approach does not fit all. These days it often doesn’t fit more than one.
Within the word ‘customer’ is the word ‘custom’ – as in personalised, made-to-measure. It’s linked to the French word costume, as in made-to-fit.
Think of your prospects and customers as a series of people, each of whom is looking for and expecting a solution from you which is uniquely able to meet their requirements, solve their problems and meet their goals.
Paul Dilger's blog 
As you know, Paul, we share a love of etymology:
I’ve always been interested in the etymology of the two shared/linked terms “custom & trade”, as in the exchanges of business, and “custom & tradition”, used to describe a community’s cultural bases.
At first it seems sensible and obvious that theses terms should be linked, historically, but the more you think about it, culture in itself is about identity, not really exchange, so why are not just one but two sets of synonyms rooted this way?
Any ideas?
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Thanks Andy. I think it’s simply that custom has two different meanings. Many, many words have markedly different meanings, like culture for example :-).
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