Emotion vs Cold, Hard, Cash

The latest advertising, sales and marketing techniques borrow heavily from the B2C marketplace: emotional engagement and impact.

For example, knowing that a logistics management solution helps to deliver humanitarian aid will engage potential buyers more deeply than ROI. But now you have their attention, what criteria will buyers use to assess the solution?

My instinct is that there is some kind of Maslow’s Hierarchy. At the top, advertising impact relies on emotional impact. Somewhere along the sales journey, the emphasis shifts to capability. When the deal goes to the board, it comes down to cold, hard cash.

Toby Chapman-Dawe [email protected]