Lon’s comment highlights an important point – that is, just because you’re selling to a B2B audience doesn’t mean they aren’t consumers. In fact, they are consumers, and, as such, they behave in some predictable ways.
With that in mind, let’s take a look at some B2B consumer behavior secrets you can use to improve your next B2B marketing campaign.
Secret #1: B2B Consumers Buy for Emotional Reasons, Then Rationalize Their Purchase with Logic
Most of us believe that a B2B sale comes down to pure logic, but the truth is that emotion has a lot to do with the decision.
None of us want to admit this, but it’s true – when we’re buying a B2B product, some of our decisions come down to emotional things like the website design, the packaging or even how much we like the salesperson we’re working with.
Imagine you’re researching copiers from two different brands. If the brands are both very similar, much of your decision will come down to emotional things – even to the point of making your decision based on whether you find the salesperson attractive.
Of course, when our boss comes in and asks why we chose Copier Brand #1 over Copier Brand #2, we never say, “Because I liked the salesperson.” Instead, we point out all the logical reasons we picked one brand over the other.