The most common frustration I see (and of course I feel), daily, comes from the sales network and excellent marketing professionals in companies of all sizes, and I mean those days when they can not understand why more people Will not they buy their products? This chapter particularly affects those who integrate B2B into their business model, which apparently targets rational customers.

Let’s say, for example, that you have an effective online segmentation service, a proven and guaranteed service, which is even ten percent cheaper than it would currently cost your potential client to attend a fair to customer acquisition for the launch of a new product … Why would the client spend money to go to the fair and not you ?, is the question with more rhetorical that you do after hanging the first contact call.

Without exaggerating, you can prove that your service / product works. You can guarantee it. You can offer testimonials and tests in real time. And yet, the person you are calling thinks that the money invested in the traditional system is more effective, reliable and safe, it has always done it that way … and always will!

This is where I want to go, you (and I) have thought a lot, because that is precisely the great part of our work, our job in marketing is to think. What makes graphics, tables and more graphics and more tables is fun.

Therefore, you and I know it. Because that is our job !, now the second part is to try to sell it (and that the competition allows it), this is where we must maintain our conviction for the “high-quality marketing”, with responsibility, with imagination, with creativity, with perseverance (which my father always recommends) and Innovation (that the illustrious Gonzalo Álvarez Alorda taught me last year).

We must not forget, that the client’s perspective is not to worry about any of those things that you promise him. He worries about his boss, about catching the hidden story he is telling him or about the risk and hassle of making a change of provider.

The opportunity, then, is not to insist that your clients become more rational, but to understand how irrational they are and give them what they need.

Help them meet their needs at the same time to obtain the measurable rational result that your product can give you in the long term.

Because that’s why we love Marketing!