5 things that influence a B2B buyer

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A quick run down of the five top things that influence a B2B buyer.

A quick run down of the five top things that influence a B2B buyer.

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  • 1. 5 things that influence a B2B buyer © 2010 Matizmo Ltd.
  • 2. Introduction Understanding what influences a B2B buyer allows you to adapt your selling style to match. While we cannot necessarily account for every influence upon an individual, there is such a rich seam of similarity between B2B buyers that conclusions can be drawn on how best to approach them. © 2010 Matizmo Ltd.
  • 3. Introduction Of course, your product or service and your salesmanship will have a quantifiable effect on whether someone does or does not buy, but as will several less determinable factors, such as those explored in the following. © 2010 Matizmo Ltd.
  • 4. 1. People buy from people Just because it is a well known phrase, does not make it untrue. If someone likes you, they are more likely to buy from you. Set your stall up next to someone with a very similar product and it is likely the buyer will buy from to one that they like the most. The lesson to learn? Build rapport quickly. © 2010 Matizmo Ltd.
  • 5. 2. B2B Buyers are risk averse Take the risk out of your product or service and you could have a sale. They do not want to be the one that takes the chance. Consider the implications of a “brave decision” versus an “innovative decision”. © 2010 Matizmo Ltd.
  • 6. 2. B2B Buyers are risk averse It may seem all in the semantics but B2B buyers want to know that the decision they are making is a safe one and will not have unexpected repercussions. By providing evidence that others have bought from you, and what’s more, it has worked, it takes the risk out of the purchase. © 2010 Matizmo Ltd.
  • 7. 3. B2B buyers want to be ahead of the game Despite being risk averse, B2B buyers want to feel that they are leading the pack when it comes to new products or services or at the very least, they are ahead of the curve. It may seem contradictory but if you can manage to appeal to both needs at the same time you will find yourself closer to a sale. © 2010 Matizmo Ltd.
  • 8. 4. B2B Buyers want to look good Consider what questions the buyer will ask themselves; • Will the product or service make their job easier? © 2010 Matizmo Ltd.
  • 9. 4. B2B Buyers want to look good Consider what questions the buyer will ask themselves; • Will the product or service make their job easier? • Will it make them or their team more efficient? © 2010 Matizmo Ltd.
  • 10. 4. B2B Buyers want to look good Consider what questions the buyer will ask themselves; • Will the product or service make their job easier? • Will it make them or their team more efficient? • Will they be able to gloat over their decision to buy this? © 2010 Matizmo Ltd.
  • 11. 4. B2B Buyers want to look good Consider what questions the buyer will ask themselves; • Will the product or service make their job easier? • Will it make them or their team more efficient? • Will they be able to gloat over their decision to buy this? • How will their decision to buy this product affect how they are thought of in the company? © 2010 Matizmo Ltd.
  • 12. 4. B2B Buyers want to look good While you cannot overtly ask these questions in the sales process – after all, no-one wants to admit they have one eye on the boss’ office – you can certainly imply that positive implications that will come from buying. © 2010 Matizmo Ltd.
  • 13. 5. Give them a bargain Or at least the appearance of a bargain. People like to think they have got a deal, B2B buyers are no different from everyone else in that respect. Perhaps a little extra will sweeten the deal, be it a month longer for a product licence or a later payment date. © 2010 Matizmo Ltd.
  • 14. 5. Give them a bargain Whatever it is, it gives them something to go to their boss with as a mini victory. Psychologically, it makes them feel like they have a won a concession from you which will bring them closer to buying. © 2010 Matizmo Ltd.
  • 15. Summary Sales is not an exact science. Neither is determining an influence to buy. However, there are clear patterns of behaviour that, once recognised, can be used to help your sales team sell more. © 2010 Matizmo Ltd.
  • 16. Matizmo Ltd Call: +44 (0) 1285 643180 Visit: www.matizmo.co.uk Email: info@matizmo.co.uk 6–8 Dyer Street Cirencester Gloucestershire GL7 2PF