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.