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Remembering that B2B is about people, too!

B2B people

Remember: B2B businesses, your customers are more than just businesses – they’re people too!

In today’s fast-paced world, it’s easy to get caught up in the hustle and bustle of the corporate landscape. But let’s not forget the human element that drives these businesses forward. This is key to the Granby philosophy.  And as an employee owned business its part of our DNA to put people first.

When interacting with gatekeepers, budget holders, stakeholders, decision makers, and users, we think it is essential to approach each conversation with empathy and understanding. And the same goes for those across our supply chain. The better they understand our people, we are after all an employee-owned business, the better they will understand our business.

Engaging with gatekeepers:

These individuals are the guardians of valuable connections. Treat them with respect and show genuine interest in their role within the organisation. Building a positive relationship with gatekeepers can open doors to fruitful collaborations.

Budget holders and stakeholders:

These key players hold the purse strings and have a vested interest in the success of their organisation. Show them how your product or service can solve their pain points and contribute to their goals. Speak their language and demonstrate the value you bring to the table.

Decision makers:

These individuals have the power to greenlight projects and investments. Tailor your messaging to their specific needs and priorities. Highlight the positive impact your solution can have on their business objectives, whether it’s increased efficiency, meeting sustainability targets, cost savings, or improved customer satisfaction.


Never underestimate the influence of end-users. Engage with them directly, listen to their feedback, and incorporate their insights into your offerings. How can you make their day-to-day easier? Make use of researchers and research tools to gain a deeper connection. By understanding their needs and pain points, you can create products and services that truly resonate.

Remember, success in B2B may not be all about building relationships and understanding the people behind the roles, but failure in B2B is certainly about ignoring them. Let’s put the ‘person’ back in ‘business’ and create meaningful connections that drive mutual growth.

Think we could partner?

Think we could be the partner for you and are interested in working together? Call us or fill in the contact form and we will get the ball rolling!