We are all familiar with the classic business models: B2C, B2B, B2G and even B2B2C. These abbreviations have become an integral part of the professional vocabulary, defining who exactly we target our products and services to. But there is another approach that often remains behind the scenes, although in fact it determines the success of any business — B2P (Business-to-People).

B2P is overturning the traditional idea of how companies interact with customers. Instead of focusing on legal entities or mass audiences, he puts a specific person at the center — with his personal needs, pains, expectations and preferences. After all, no matter who we are dealing with — a development director, a purchasing manager, or a business owner - the decision is always made by a person.

In practice, this means that successful sales are built not around "impersonal" solutions, but around an individual approach to each client. This is not about "pairing" the product, but about understanding the needs and adapting the offer to specific requests.

Over the years, I have become convinced that competent CustDev (Customer Development), systematic collection of feedback and analysis of customer behavior are not just tools, but the basis of long—term relationships. That is why we at the company have always strived not only to listen, but also to hear our partners.

Of course, when it comes to working with clients, it is important not to delve into the details. Experienced analysts and managers with a strong background can easily distinguish real business-impacting demands from subjective desires and tastes.

A simple example from my experience:

The sales and supplier department team and I have always paid great attention to communicating with partners. However, over time it became obvious that a significant part of the working day is spent on solving the same type of issues.

My golden rule has always been: do not leave the client without attention. Any request should either be resolved, or at least listened to and recorded for further discussion. But the more partners there were, the more time was spent on current communications. This has become a bottleneck in business scaling.

We started analyzing partner calls and requests and saw that almost 80% of the questions were standard:

• Where can I see the turnover in my office?
• How do I upload the report?
• How can I recover my password?
• How do I collect money?

Conclusion: Our staff spent valuable time on issues that could easily be automated.

The solution was to create a separate department of the "Partner Care Service"This had a triple effect.:

• The burden on the sales department has decreased, as there is no need to answer the same type of questions.

• Partners began to receive support faster, which increased their satisfaction.

• The sales team has freed up time to attract new customers and develop large-scale deals.

Ultimately, any business model is not about B2B or B2C, but about human interaction. Even if we work with corporations, decisions are always made by specific individuals. That is why it is important not just to offer solutions, but to deeply understand the needs of each client and adapt to them.

And if you conduct a qualitative analysis, you will understand that customer requests are far from fantastic — they are logical, reasonable and, in most cases, doable.

B2P is not about categories of clients, but about people.The focus is not on B2B or B2C, but on the individual needs of everyone who makes a purchase decision.

Understanding needs is more important than just selling.The client appreciates when they are listened to, and not just offered a standard solution.

Analysis and feedback are the basis of Justdev's success and data collection helps to adapt the product to meet real customer needs.

Automation + personal attention = balance The solution of typical issues can be automated (example: partner care service), but it is important not to lose personal contact.

✅ B2P increases profits, but requires more effort You'll have to spend resources on analytics, logistics, and service, but it pays off with customer loyalty.

B2P is about people. The better we understand their needs, the more successful we are at building a business.