Don't Miss a Thing
Free Updates by Email

Enter your email address


preview  |  powered by FeedBlitz

RSS Feeds

Share |

Facebook: Seth's Facebook
Twitter: @thisissethsblog

Search

Google


WWW SETH'S BLOG

SETH'S BOOKS

Seth Godin has written 12 bestsellers that have been translated into 33 languages

The complete list of online retailers

Bonus stuff!

or click on a title below to see the list

all.marketers.tell.stories

All Marketers Tell Stories

Seth's most important book about the art of marketing

ONLINE:

IN STORES:

free.prize.inside

Free Prize Inside

The practical sequel to Purple Cow

ONLINE:

IN STORES:

linchpin

Linchpin

An instant bestseller, the book that brings all of Seth's ideas together.

ONLINE:

IN STORES:

meatball.sundae

Meatball Sundae

Why the internet works (and doesn't) for your business. And vice versa.

ONLINE:

IN STORES:

permission.marketing

Permission Marketing

The classic Named "Best Business Book" by Fortune.

ONLINE:

IN STORES:

poke.the.box

Poke The Box

The latest book, Poke The Box is a call to action about the initiative you're taking - in your job or in your life, and Seth once again breaks the traditional publishing model by releasing it through The Domino Project.

ONLINE:

IN STORES:

purple.cow

Purple Cow

The worldwide bestseller. Essential reading about remarkable products and services.

ONLINE:

IN STORES:

small.is.the.new.big

Small is the New Big

A long book filled with short pieces from Fast Company and the blog. Guaranteed to make you think.

ONLINE:

IN STORES:

survival.is.not.enough

Survival is Not Enough

Seth's worst seller and personal favorite. Change. How it works (and doesn't).

ONLINE:

IN STORES:

the.big.moo

The Big Moo

All for charity. Includes original work from Malcolm Gladwell, Tom Peters and Promise Phelon.

ONLINE:

IN STORES:

the.big.red.fez

The Big Red Fez

Top 5 Amazon ebestseller for a year. All about web sites that work.

ONLINE:

IN STORES:

the.dip

The Dip

A short book about quitting and being the best in the world. It's about life, not just marketing.

ONLINE:

IN STORES:

the.icarus.deception

The Icarus Deception

Seth's most personal book, a look at the end of the industrial economy and what happens next.

ONLINE:

IN STORES:

tribes

Tribes

"Book of the year," a perennial bestseller about leading, connecting and creating movements.

ONLINE:

IN STORES:

unleashing.the.ideavirus

Unleashing the Ideavirus

More than 3,000,000 copies downloaded, perhaps the most important book to read about creating ideas that spread.

ONLINE:

IN STORES:

v.is.for.vulnerable

V Is For Vulnerable

A short, illustrated, kids-like book that takes the last chapter of Icarus and turns it into something worth sharing.

ONLINE:

IN STORES:

we.are.all.weird

We Are All Weird

The end of mass and how you can succeed by delighting a niche.

ONLINE:

IN STORES:

whatcha.gonna.do.with.that.duck

Whatcha Gonna Do With That Duck?

The sequel to Small is the New Big. More than 600 pages of the best of Seth's blog.

ONLINE:

IN STORES:


THE DIP BLOG by Seth Godin




All Marketers Are Liars Blog




Blog powered by TypePad
Member since 08/2003

« Marketing your job | Main | It's a cross between... »

How to Succeed in Business (to Business)

The secrets might surprise you. The most successful b2b organizations, in my opinion, understand the value of:

  • Patience
  • Promises
  • Being Centered

We worked very closely with Brian and his team at Viget for a many months building the initial architecture of Squidoo. There are plenty of shops that can do web programming, plenty that claim they can do UI work and plenty that are even hipper than you. There are very few that manage to pull off the kind of work that Viget does. They were on time, on budget and most important, they didn't cause anyone to lose sleep.

The very things that I look for as a consumer (surprise, fashion, edginess) were in short supply here. Instead, Viget went out of their way to never overpromise. They pushed the hard decisions early in the process so that the thrashing was early, not late. In fact, the end of the process was the most delightful part. Because they know who they are and are clear about it to themselves and to their clients, the chances of making an honest connection with their clients is much higher than someone who is trying to be all things to all people.

Drew Dusebout, a broker/financial planner I know at UBS is the same way. Drew doesn't make vague promises about financial returns, and he doesn't get all excited at the latest gimmick. Instead, he's honest with himself and his colleagues about the world he works in, and his clients always get exactly what they expect. Sure, this is a more difficult way to grow (at first) because you can't seduce the people who are the most likely to jump ship. You can't promise some shortcut that gets you the quick clients. But in the long run, I don't know of any other way to market a service like his.

Here's the hard part about this: if you're very good at what you do, you won't grow. Because lots of people are good at what you do. No one is going to be busy referring you and sending you business just because you're very good. Sorry.

The only way to consistently grow in B2B is to be better than very good. In fact, it's to find something that organizations need and be the very best in the world at it. Hopefully, that thing is something that organizations in your sphere are eager to talk about among themselves. If it is, you win. There's a line at your door for years to come.

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d83451b31569e200d83463e0f369e2

Listed below are links to weblogs that reference How to Succeed in Business (to Business):

» How to success in Business (to Business) from Business - Uncluttered
Here's an interesting take on how to success in B2B. A formula of underpromising and over delivering. (Politicians are exactly the opposite which is probably why we need to turn them over every three years). Enjoy. URL: How to Succeed [Read More]

» Values Don't Belong on a Shelf from bizsolutionsplus Featuring Solutions to Grow Your Business
The foundation of success is made up of values, ethics and a great passion to grow our business in ways that make the world a better place. If money is our first priority, I don’t think we will succeed, unless our only measure of success comes in the f... [Read More]

» Business to Business to Consumer from seikatsu
Seth has written a great piece on the differences between what is "very good service" organizations provide to consumers versus to other businesses. I'd like to add another twist to this.... [Read More]

» I am starting a Business - What can I do to minimize Risk and Sleep through the Night? from New York Small Business Law
If you have ever started a business, you know what it is like to wake up in the middle of the night and be worried sick. Being in business exposes you to a lot of risk. The key is to plan for risk and minimize it where possible, so that you can find th... [Read More]

» Service Anyone? from Epic Living
I found this piece form Wine Spectator Online about one restaurateurs' perspective on service and reservations. It seems that Eric Ripert understands what keeps him in business...his clientele. Seth Godin continues his brilliance around service in his ... [Read More]

» Honest Connections from Viget's Four Labs
Seth was nice enough to mention our work on Squidoo yesterday in a post about what separates the best B2B businesses from the very good (How to Succeed in Business (to Business)).  In it, he articulated a characteristic of Viget that, to be honest, I ... [Read More]

» Job Application: will you lose sleep over your work? from zaid360.com
Weve been hunting over past month to do a hiring or two at iJigg. In the process, weve run into many skilled resumes and portfolios. Yet, perhaps because this is our first hiring and we have far from a typical office set up, one of the tw... [Read More]

« Marketing your job | Main | It's a cross between... »