The power of knowing how and why your prospects buy - the B2P Blog

What I Learned About Marketing From Dion, Studs Terkel, Saint Augustine, and Michelle Obama

Here are three words associated with this unusual experience of working from home (or living at work). Isolation, stress, ambiguity. They are our daily companions as we do our jobs.

My job is getting clients back on the road to profitability, and central to that is the question – how have those three words, this unique experience, changed the B2B decision making process (and how can we get them to decide on us)?

From our years of research, and our experiences during these times, being invited to the substantive conversations that really uncover needs and preferences, comes down to one personal characteristic that, perhaps, has been in short supply. I’ll call it grace.

Let me explain.


“Life is full of awe and grace and truth, mystery and wonder.“


Dion DiMucci, better known as Dion, is an American singer / songwriter who was one of the most popular performers of the pre-British invasion era.

More than before, executives value a greater, more intricate connection, a deeper level of trust as the compelling competitive differentiator. I was conducting win/loss research recently and I asked a C-level executive “what’s the greatest value you get from Company A”? She replied, “my salesman – he understands us. He’s part of the team.”

Grace opens the door.




Here are some other words to consider:

  • Elegance
  • Favor or goodwill
  • Kindness
  • Caring and compassion

Grace travels in good company:

  • Generosity
  • Strength
  • Inspiration

And it gives back:

  • Gratitude
  • Resilience
  • Trust


“For grace is given not because we have done good works, but in order that we may be able to do them.”   


Saint Augustine was a theologian, philosopher, and bishop, whose writings influenced the development of western philosophy.

Grace is recognized in retrospect. It leaves a halo behind.

Which is exactly the point. We want to be remembered not for our hard sell, but for our grace, because it is hard-won. The aura, the mantle of authenticity, of humanity, of partnership.


In Judaism, grace is the spontaneous gift of affection, mercy, and compassion. In Christianity, those who have been blessed by God are said to have received God’s grace. In Chinese philosophy, when the heart feels empathy, in particular for the oppressed, a person has been touched by grace.

Psychology Today


“I want, of course, peace, grace, and beauty. How do you do that? You work for it.”


Studs Terkel was an American author and historian, recipient of the Pulitzer Prize for non-fiction.

Grace takes work. Qualitative research provides insight and perspective. Who are these executives as people? What’s a good day, what’s a bad day? What is their definition of their problem? How do they contribute to a decision?

Grace opens the door to redefining and shaping a present where Isolation, stress, and ambiguity are minor players.





“He just keeps getting up and moving forward…with patience and wisdom, courage and grace.”


Grace comes from you.

You have to lead.

Give it a try.

Let me know if I can help.