A B2B customer is far, far more important than a B2C customer. Let me tell you why.

I work from the home office quite a lot of the time. When I’m on a customer call, or a customer’s customer call, and there’s anyone in the house, I always warn them that I’m not to be disturbed unless the house is burning down.

A B2C customer is one customer, one consumer out of many. There are degrees here, of course, since some B2C customers are large or repeat customers, and spend much more money than one-off or small basket-size customers.

A B2B customer, however, doesn’t represent their own interests, they represent the interests of lots of other employees, who are in effect lots of other customers. They’re corporate and they have very, very deep pockets. And for that reason, they’re very important. If they take away their business from you, you lose an awful lot. If one consumer does, it’s no biggie.

A B2B customer call is like the red ‘On Air’ sign outside a broadcasting studio. You’re broadcasting to a large number of individuals and are not to be disturbed. One bad experience is immediately magnified throughout the entire audience – or company.

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