7 Erogenous Zones of B2B Buyers
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

7 Erogenous Zones of B2B Buyers

  • 2,425 views
Uploaded on

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.

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
2,425
On Slideshare
1,904
From Embeds
521
Number of Embeds
8

Actions

Shares
Downloads
29
Comments
0
Likes
1

Embeds 521

http://ballantynetaylor.co.nz 307
http://www.ballantynetaylor.co.nz 105
http://justinflitter.co.nz 49
http://www.linkedin.com 35
http://wordpress.ballantynetaylor.com 21
https://twimg0-a.akamaihd.net 2
http://new.ballantynetaylor.co.nz 1
https://www.linkedin.com 1

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 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