WearGuard - B-to-B with a Consumer Twist (2007 words)

Even beyond its catalog copy and design, WearGuard takes a personal approach by, for example, making special offers that appeal to buyers' consumer sensitivities.

"The people who purchase from us do so primarily for business use; yet they're human beings with motivations that all human beings share," says Abrams. "So we look for offers that will achieve particular objectives, such as stimulate trials among new users, encourage cross-selling or increase average order size among current buyers."