Using Emotion to Connect With B2B Buyers

B2B emotional buying: red paper heart being tucked between data printouts

You’ve probably heard the old saying: “People buy on emotion and then justify the buy rationally.” It’s usually associated with B2C companies and the tactics they might use to energize or captivate their consumers. But B2B companies need to appeal to their customers’ emotions, too….


How to Be More Persuasive

How to be more persuasive: child screaming through a megaphone

Just because you don’t work in sales doesn’t mean you shouldn’t know how to sell. We might sell our work to prospective clients in order to get business, or sell ideas to managers and colleagues for approval. Successful business leaders need to be able to…


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