Whether your business is traditionally classed as a B2C or B2B
you will definitely operate a P2P business.
The phrase "People buy from People" sums this up perfectly.
Understanding your customers or clients and what they want,
building a relationship with them & helping them get to know and trust you,
will reap the most amazing rewards for both you and your business.
Start learning the basics of relationship marketing and making the changes
that will make the difference to your business.