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7 Erogenous Zones of B2B Buyers

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The vast majority of B2B communications speak to business buyers as if they're emotionally-void automatons held together by bolts and screws. It's logical, rational, and incredibly dry. And when it …

The vast majority of B2B communications speak to business buyers as if they're emotionally-void automatons held together by bolts and screws. It's logical, rational, and incredibly dry. And when it doesn't work - as it usually doesn't - the marketing team blames the agency and the agency blames the brief, the budget, or that most convenient of cop outs, the recession.

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  • 1. The business buyeris a complex animal.
  • 2. A hybrid of sorts
  • 3. responding to unique em otional hook s
  • 4. in combi nation with aSTRONGRATIONAL ARGUMENT.
  • 5. 7There are main emotional drivers that influence the B2B buyer’s decision-making process.
  • 6. It may be hard to imagine being aroused by safety
  • 7. But in thecurrent economic climate,
  • 8. This buyercraves trust
  • 9. reassurance,
  • 10. his main concern is to make an adequatepurchase and maintain the status quo.
  • 11. He’s not themost passionate of buyers.
  • 12. What turns him on, is the path of least resistance.
  • 13. Simple and painless please.
  • 14. Career-driven and hungry for success,he’s more likely to be an early adopterand risk taker.
  • 15. ladder. corporate theHe’s attracted to the upoffer with potential to propel him
  • 16. Call him an idealist, but this buyer really does want to make a difference.
  • 17. He takes genuine pride in his work
  • 18. and suffers an innate desire
  • 19. to see himself as a good guy
  • 20. and make the right decision.
  • 21. This buyer ismotivatedby any financial perks andkickbackshe can accrue for himself.
  • 22. It may not be the mostflatteringattribute,
  • 23. but it is acommonhumantrait, which is why personal incentives work so well.
  • 24. He likes thepeoplehe’s buying for,
  • 25. and has their bestinterests at heart.
  • 26. He’s driven by the desireto please them, and tomake their lives easier.
  • 27. This buyer issatisfiedwhen his colleagues are.
  • 28. Sometimes the rapport betweenthe buyer and salesman can over-ride other features of the purchase.
  • 29. A likeable salesman can be aBIGGER factor than many realise.
  • 30. And in the same vein,a salesman that comes across as insincere, or cold can wreck the sale.
  • 31. Using theseerogenouszonesas hooks
  • 32. won’t necessarily guarantee you a sale, but they’re agood start.
  • 33. Answer your buyers’ emotional urges,
  • 34. and you’ll increase your chances of enjoying a long and mutually satisfying relationship.
  • 35. Steve Ballantyne is a B2B marketing specialistand managing director of BallantyneTaylor.Email: steve@ballantynetaylor.co.nz