We usually say that B2B and B2C purchases are similar because marketers are selling to people.

But what if we compared B2B/B2C sales not from the perspective of the B2C standard (being simpler with fewer people involved and less steps), but from the perspective of the B2B standard, with multiple stakeholders and considerations?

What if the factors that influence a sale are based on philosophical questions like someone's perception of ownership, money, or product maintenance? What if those who will use the product and who will benefit impact the decision making process? Or if the individual is buying a solution to a problem, access to a solution, or simply accepting help or assistance?

What if a sale is really impacted by the number of stakeholders included in defining the problem and the solution and the support?