Business-to-business is a dangerous term. It suggests some faceless interaction between two commercial entities, an objectively rational swap of some products and services for a lump of money. And on paper, when the books are balanced, that’s exactly what it is.

But what is missing from the financial records is the very human aspect to B2B. There is a personal and physical contact at the heart of the relationship – between sales manager and buyer, of course, but also between the cultures and values of the two organisations. It’s people-to-people, no doubt about it.

So we can learn a lot in B2B communications from how two people relate – and especially from those strangers who meet, fall in love and get married. Because meeting a prospect, liking what the other has to offer, and signing a contract is essentially the same process.

Both are step-by-step journeys. When your company meets another you don’t strip naked and start saying which side of the bed you sleep on or how you like your eggs in the morning. Call me old-fashioned but what about a little romance?

Ideally you start with attraction. A sudden subconscious interest. It may be a glint in the eye, a smile, strong and confident body language, perhaps just the curve of a logo. What is important here is that no words are spoken – this is the look and feel of your brand we are talking about.

Then you start talking. And it’s important to realize there are no magic chat-up lines that will do the work for you. “Hey sweetcheeks, let’s have a joint venture”? Dream on. Nothing you can say-no headline, no promise-can close the deal straightaway. A short, honest “hello” works just fine. But then you need to show some creativity and entertainment to spark some real interest. Be a little playful, don’t take yourself so seriously, be fun, be different. There will be plenty of time to swap technical specifications and purchasing demands later. At this stage you are making yourself exciting and worth a closer look.

Now you have paved the way to develop some real intimacy. Now you can talk about your hopes and desires, share experiences and start giving this fledgling relationship some depth. This is where you show relevance in what you have to offer and real value to the other. In short, you see if this is just an innocuous flirt or if you can have a serious future together.

And then? Well, then it’s on. Time to take the tops off your biros.

Of course, a lot of companies complain about difficulties sustaining a long-term relationship once the initial passion to do business dies down. But this is the key: Don’t let the passion burn out. Keep repeating the process over the course of the relationship, for each subsequent offering or product release, and keep it as fresh and exciting as it was on the day you met.