Business 2 Business = Human 2 Human

I am always bemused by the phrase B2B (business to business) that I see peppered across companies’ websites and associated promotional material. I assume the message that a company wishes to convey is that there is some form of exchange of goods and/or services for payment between them and some other company.

Instead what I’d like for you to consider is that a company does not do business with another company per se. These corporate entities are in fact staffed by humans sometimes consisting of a small handful and other times running into the thousands of employees.

At the most basic and fundamental level, the delivery of said goods and services may only occur when both parties agree upon the value of the exchange. However, to make this a regular event (ie repeat business = recurring income/cashflow/profits) the emotionally intelligent business owner will make exemplary customer service a priority.

If this is a given, why is it that as a business expands the process becomes increasingly depersonalized? Perhaps in the rarified atmosphere of upper management habitats the high altitude causes them to ignore the golden rule of customer service.

To illustrate:

My local supermarket belongs to a chain that makes up one half of the duopoly in Australia. Also within my local area is a newly opened shop (Red Cacao whose owners have a vision of their customers not just enjoying a coffee with their hand made chocolates but be taken on a rather pleasant excursion into appreciating how the country of origin influences the taste, aroma and texture of the coffee and cocoa beans.

I buy my groceries from the supermarket for the sake of convenience; the level of interest and commitment seems to oscillate between indifferent and somewhat enthused depending on the day I shop.

I go to Red Cacao for a great coffee and chocolate experience.

As for practicing the golden rule, it came in the form of Red Cacao’s owners trusting me to return their glassware when I purchased their scrumptious tiramisu to take home rather than consume on the premises.

In contrast, I don’t think I would be able to borrow the supermarket trolley for a couple of days to cart my groceries home!

Hooray for the SME’s who are giving it a red hot go in one of the most competitive industries in Australia. Well done!




Jon Hegg: Neurofeedback -Training Your Brain For Success

Jon Hegg a psychologist and Clinical Director of the Brain Training Centre (Canberra, AUSTRALIA) specializes in using neurofeedback* as a powerful technique to improve and enhance human performance. Neurofeedback is a cool method that you can use in any area of your life be it in competitive sports, business or for career advancement.

Jon Hegg Interview Part1 23Apr2013

Jon Hegg Interview Part2 23Apr2013

There is a very strong correlation between how our brain functions and the tangible results we get in life. I invited Jon to explain how neurofeedback has helped his clients achieve the next level of their business or career success. In this short excerpt below Jon describes how you can train your brain to effortlessly move you in the direction of your goals.

So, if you are not getting the results you want in your career or business this may just be the missing link when you begin to understand how the different frequencies of your brainwaves in different parts of your brain influence who you are. The good news is that a significant biological component to it is under your control. In other words you can train bits of your brain that are responsible for problem solving, empathy, logic and even intuition to either speed up or slow down depending on what you need to achieve or solve in the moment.

*Neurofeedback has been shown to help children manage ADHD and other learning difficulties. Now this is a Godsend for any parent trying to raise a challenging child and have a career or run a business all at once. Reference: D. Corydon Hammond (2011): What is Neurofeedback: An Update, Journal of Neurotherapy: Investigations in Neuromodulation, Neurofeedback and Applied Neuroscience, 15:4, 305-336

Contact Jon Hegg:

Jon Hegg MA Psych, BCN
Brain Training Centre
1/12 Kett Street, Kambah, ACT 2902
Ph: +612 6296 3995
Email: Skype: JonHegg