B2B: Too much emphasis on the deal, not enough on relationships

by Cynthia Boris
B2B is a lot like dating. You find someone with similar interests, ask them to join you for coffee. You talk about yourself and you ask questions about them. You find out their desires and life goals and if all goes well you see each other again. And then the deal making process starts. I’ll cook you dinner if you take me to the movies.Read the full article