bwagy, the blog of Ben Young

All purchases are emotional but the rationale behind it can dictate which way it swings the most.

In selling to small businesses where the owners are the operators – they tend towards emotional purchasing. Boosting their ego, enhancing their image, doing something cool.

Larger business can be so segmented that it’s completely rational. Is this the guaranteed safe option. Will this keep my butt covered. It’s rational purchasing.

Once you realise the difference, you’ll be vastly better at understanding your market but also how you should sell to them.