It is important for the B2B brands to understand that the reason they are getting bought isn’t often what they sell, because that’s fairly interchangeable with the other brands, it’s who they are and how they operate that will set them apart. That’s because B2B buying is emotional as well as rational. It can be divided into four steps. You identify the need, short-list suppliers, compare quotes, and make a decision. Identifying need is pretty rational, in contrast to B2C. But a lot of emotional values come in when you create a short list and decide on the ranking. You consider your experience with the brands and how the brands communicate in their marketing and advertising. And when you get to the final decision, it’s very emotional – you are putting your reputation on the line with your decision.