Customers' needs in the B2B-world
B2B is an incorrect abbreviation. H2H is more correct
Strategy in brief
B2B is an incorrect abbreviation. H2H is more correct
On 28 June 2021, Bloomberg reported that for the first time in the history of the humankind, a human was fired by a machine (or, rather, by an algorithm). It was Amazon’s driver who, as the algorithm concluded, hadn’t met his targets. The algorithm wished the driver all the best.
If you want to sell your products on Amazon, you probably won’t need to negotiate with a human being. In Amazon they have built an effective system where algorithms handle all the processes for merchants. You need to follow the instructions, and soon your products will be on Amazon’s virtual showcase shelf. But Amazon’s case is an exception so far, and dealing with less digitalized companies will involve good old human-to-human interactions.
When I lecture in business schools, and when it comes to customers’ needs topic, I am often asked the same question: “Does the word “needs” make any sense in B2B industries? Isn’t it only about the B2C wo…