2. The business buyer
is a complex animal.

3. A hybrid of sorts

4. responding
to unique em
otional hook
s

5. in combi nation with a
STRONG
RATIONAL ARGUMENT.

6. 7
There are
main emotional drivers
that influence the B2B buyer’s
decision-making process.

8. It may be hard to imagine
being aroused by safety

9. But in the
current economic
climate,

10. This buyer
craves
trust

11. reassurance,

12. his main concern is
to make an adequate
purchase and maintain the
status quo.

14. He’s not the
most passionate
of buyers.

15. What turns him on,
is the path of least resistance.

16. Simple and painless please.

19. Career-driven and hungry for success,
he’s more likely to be an early adopter
and risk taker.

20. ladder.
corporate
the
He’s attracted to the up
offer with potential to propel him

22. Call him an
idealist,
but this buyer really does
want to make a difference.

23. He takes genuine
pride
in his work

24. and suffers an innate
desire

25. to see himself as a
good guy

26. and make the
right
decision.

28. This buyer is
motivated
by any financial perks and
kickbacks
he can accrue for himself.

29. It may not be the most
flattering
attribute,

30. but it is a
common
human
trait, which is why personal
incentives work so well.

32. He likes the
people
he’s buying for,

33. and has their best
interests
at heart.

34. He’s driven by the
desire
to please them, and to
make their lives easier.

35. This buyer is
satisfied
when his colleagues are.

37. Sometimes the rapport between
the buyer and salesman can over-ride
other features of the purchase.

38. A likeable salesman can be a
BIGGER factor than many realise.

39. And in the same vein,
a salesman that comes across as insincere, or
cold
can wreck the sale.

40. Using these
erogenous
zones
as hooks

41. won’t necessarily
guarantee you a sale,
but they’re a
good start.

42. Answer your buyers’ emotional urges,

43. and you’ll increase your chances of enjoying
a long and mutually satisfying relationship.

44. Steve Ballantyne is a B2B marketing specialist
and managing director of BallantyneTaylor.
Email: steve@ballantynetaylor.co.nz