Photo by rawpixel on Unsplash

Businesses sell products, services and information to other businesses much in the same way they sell to individual customers. There are more similarities between B2B (business-to-business) and B2C (business-to-consumer) than you would care to imagine. For example, fruitful B2B commerce relies on emotion. Just like you appreciate good design or a catchy ad, so do companies like to be touched deep down inside before spending on services, or products in bulk.