The days of B2B and B2C sales models never existed, according to business author Seth Godin.

During a recent interview, Godin told me that behind every business is a human being who makes purchasing decisions.

Transcript: (Seth Godin) “When you’re selling to a business, you’re not really selling to a business. Businesses don’t buy anything; people buy things.

The person at Ford buying brake lines, doesn’t need brake lines. They need a story to tell their boss. Because they’re not actually on the assembly line, they are the purchaser.

We sell stories. The shift now is that there’s way more people to connect with, which is good. But, those connections are way more difficult because there are way more people to connect with. So, we have this challenge. Which is stop being bureaucratic and understand that people are going to buy a story that increases their status based on what’s important to them.”

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