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Choonghor -- testimonials, white papers, and customer references still work well in a B2B environment. I have been using those documents as support to our work in several industries. Also, being seen as an expert on a subject matter or topic works. Consider speaking engagements in your mix.

Greg -- well put, thank you. Yes, testing appetite for risk in your client is important. Also, is the person you are dealing with a decision maker or do they need to sell their recommendations to others?

Valeria, I think that how a client chooses suppliers depends (among other things) upon their orientation toward risk, hierarchy and flexibility.

Clients who are more innovation-driven are by nature risk-takers and risk managers. They tend to select what they see is the best solution, regardless of size.

Clients who are part of control-oriented hierarchies tend to be more driven by track record and reputation and therefore, select more established firms. These tend to be larger firms, so "larger picks larger" fits here.

A client's willingness to change also influences the choice of suppliers. If the client is interested in radical change and knows that Choice A represents new ideas, unconventional approaches and fast change, and that Choice B brings proven, but conventional solutions, chances are they will go with Choice A. As your experience shows, you might even be willing to trade the supplier's unique value for some of your own time.

For suppliers, I believe the way to win is to figure out the client's orientation to attributes like risk, change, collaboration, "looking good", control, etc. Figure out what the impact of choosing you versus others might be in terms of risk, disruption, reputation and work. Then, position your strengths accordingly, where your unique value can be appreciated.

Valeria:
Thanks for your response. Blogging is definitely a good marketing tool. However, i think its effectiveness varies for B2B and B2C.
My opinion is that it is a very good marketing tool for B2C but when comes to B2B, it falls short.

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