The answer, in my opinion, is this:
The business buyer needs your product — the actual, physical product, not just its benefits — and wants to spend his money on it.
Yes, the benefits are critical. But he needs more than just the benefits or advantages; he also needs the actual product — a fax machine, personal computer, domain name, credit line, pollution control system — itself.
The consumer wants the benefits your product delivers, but does not want the product itself. Nor does he want to part with his money to obtain it.
Let’s compare two different products, a business product and a consumer product.
The consumer product is a monthly financial newsletter that tells individual investor...(register to read more)