Small Business | Forum « How do you help your B2B customers rationalize their purchase feelings?

How do you help your B2B customers rationalize their purchase feelings? (10 posts)

Topic tags: B2B, communications, marketing

Kristy C. Cartier said
1 year, 2 months ago:
It was a little tough coming up with the title! I was at a B2B marketing communications seminar this morning which mentioned emotion being part of the decision making process in the B2B realm, which tends to be more of a B2C purchase trigger. The speaker said that you should try to help your customer rationalize how they feel about the purchase (service or product). Said another way, they want it but how do they justify the buy in business terms?
I was wondering what you have used to close the sale (generic answers accepted). Are there any tips from the B2C side?
@kc_kreative | # | Top
Diane Coville said
1 year, 2 months ago:
I’ve found that is all covered in the answers to these questions…
1. What’s In It for Them?
2. Unique Selling Proposition (why should they buy from me)?
3. Return on Investment (ROI) Justification for the expense.
@dcoville001 | # | Top
Ann at greenoak said
1 year, 2 months ago:
@dcoville001 ditto
my goal is to make them money….i always figure if they make money with me or get something super unusual they cant find elsewhere , they will be back….i like b to b the most….it can go on and on and on…if they are happy ….
@annfurnivall | # | Top
Diane Coville said
1 year, 2 months ago:
@annatgreenoak That’s been my experience too. I always add value in consulting and advising and sharing information. I recently gained one new client who had been an internet marketer for years but wasn’t up-to-date on Social Media and he resonated with what I had to say and hired me right away. He much preferred my guidance in plunging into full blown Social Media campaigns but preferred to pay me to guide him rather than trying to learn it all himself. My services saved him time which translates to money for him.
@dcoville001 | # | Top
Samantha Gentile said
1 year, 2 months ago:
@kc_kreative I would say that from a marketing communications point of view, a business must make their prospect feel not only confident in their product of service, but also warm and fuzzy about your company. From a sales perspective, building trustfilled relationships is the key. If someone likes you and trusts that you will not only deliver on the promises made, but will also be there to help if things don’t work out, then you should have no problem closing.
@samanthagentile | # | Top
Cherelle Leong said
1 year, 2 months ago:
I agree with @samanthagentile & @dcoville001. Building relationships and delivering value are so important. I try get out of the selling mindset when working B2B and make it more about how can both businesses benefit. I don’t try skirt round the fact that I intend to make money, I just play open cards and show them how they also stand to benefit. I also show them how its in my interest to work with them and what we both gain. I place the emphasis on their business not mine. I find this works for me because when I demonstrate that I am serious about business and work in a transparent way it gets them thinking that “Hey this sounds like someone I’d like to work with.”
@cherelleleong | # | Top
Kristy C. Cartier said
1 year, 2 months ago:
@dcoville001 Awesome story! It is about being a complement or resource for the other business — not just a vendor!
@samanthagentile @cherelleleong Hence why referrals are so important! This question is different for SMBs vs. the Booz Allen Hamilton’s of the world. The people connection is even more important I think.
@kc_kreative | # | Top
Ann at greenoak said
1 year, 2 months ago:
but they can really like you and not buy from you…. in business its about their money…eventually…or like diane brought up… TIME…. thats worth a lot to a busy owner too…….
@annfurnivall | # | Top
Dea Irby said
1 year, 1 month ago:
great summary points @dcoville001IMHO if the customers don’t feel good about their purchase, either 1) they have amoney issue/bad relationship with money or 2) you are not offering yourproduct/service in a way that shows credible value@kc_kreative
@deairby | # | Top
Ted Kolovos said
1 year, 1 month ago:
Ladies, I liked what you all said about the relationship being a key factor in the process. Clients have to trust you before they even think about buying anything.
Only thing I’ll add is that for any purchase decision (small or major) there is always going to be an emotional motivation and a rational justification, and you must be ready to help the client justify both.
@tedksocial | # | Top