Appealing to rationality is key for B2B subscriptions

While novelty and emotion can play a role in consumer subscriptions, selling a subscription to a business-to-business (B2B) customer requires a strong appeal to logic and rationality. Business buyers need to justify their purchasing decisions based on clear value and return on investment.

The sales pitch should focus on sensible, quantifiable benefits. This is not about being "cheap," but about being the smarter, more efficient choice.

For example, H.Bloom sells flower subscriptions to businesses like hotels and spas. Their sales pitch is not an emotional appeal about the beauty of flowers, but a rational, logistical argument:

• Superior Supply Chain: They explain how their subscription model allows them to bypass middlemen, delivering fresher flowers (cut 2 days ago vs. 14 days ago) more reliably.
• Better Economics: They explain how their lack of expensive retail space allows them to pass savings on to the customer.
• Professionalism: They emphasize professional invoicing and reliability, which are critical for a business customer.

By the end of the pitch, the business customer is convinced that subscribing is not just an emotional choice, but the most logical and economically sound decision for their business. This rational appeal is essential for overcoming the inertia and skepticism of a corporate buyer.