Business-to-Business thrives on the simple basic principle of buying and selling. With all the hoopla over the past few years regarding digital technologies and social media, it is easy to lose sight of this most basic principle, which has existed for centuries. The impact of digital and social technologies on the nature of buying and selling, however, cannot be understated. They have changed how businesses interact and engage in the acts of buying and selling.
One constant, research in the social sciences have proven, is the acts of buying and selling are by and large goal-directed activities and behaviors. These goal-directed behaviors and activities are powerful influences on decision-making in the world of B2B buying and selling. So powerful, in fact, B2B decision makers often select strategies, short-term plans, and long-term plans based upon the personalized goals they may be striving for…
