You can’t sell B2B services like you’d sell t-shirts.
It just doesn’t work…
But it’s what many companies are still doing:
Back in the day, I used to run a small e-commerce store selling basketball gear.
I run ads either straight to the store or to a lead magnet and then sold them via email.
No content. No personal interaction. Nothing.
And, for the most part, it worked.
But I’ve worked in B2B for years now, and I see companies doing the exact same thing.
Sure, maybe your outreach sequence has a bit more steps.
And yeah, you set up “free discovery calls” (aka thinly disguised sales pitches).
But, at its core, we use the same transactional mindset for $27 jerseys as $5k+ B2B retainers.
As B2B companies, we’re promising that we can go in and help their company -- their baby.
They say business isn’t personal, but I can’t think of anything more human.
I think that deserves the time and effort it takes to build honest relationships.
And yes, I might be wrong.
But I’d rather err on the human side than see everything and everyone as transactions.