View
294
Download
0
Category
Tags:
Preview:
Citation preview
is a complex animal.The business buyer
A hybrid of sorts
responding to unique emotional hooks
in combination with a
STRONGRATIONAL ARGUMENT.
7There are
main emotional drivers
that influence the B2B buyer’s
decision-making process.
It may be hard to imagine
being aroused by safety
But in thecurrent economic
climate,
This buyer
cravestrust
reassurance,
status quo.
his main concern is
to make an adequate
purchase and maintain the
He’s not the
most passionate
of buyers.
What turns him on,is the path of least resistance.
Simple and painless please.
and risk taker.
Career-driven and hungry for success,
he’s more likely to be an early adopter
He’s attracted to the offer with potential to propel him
upthe
corporateladder.
but this buyer really does want to make a difference.
Call him an
idealist,
in his work
He takes genuine
pride
and suffers an innate
desire
to see himself as a
good guy
decision.
and make the
right
This buyer is
by any financial perks andmotivated
kickbackshe can accrue for himself.
It may not be the most
f latteringattribute,
which is why personal incentives work so well.
common human trait,
but it is a
He likes the
peoplehe’s buying for,
and has their best
interestsat heart.
He’s driven by the
desireto please them, and to make their lives easier.
This buyer is
satisfiedwhen his colleagues are.
Sometimes the rapport between the buyer and salesman can over-ride
other features of the purchase.
BIGGERA likeable salesman can be a
factor than many realise.
And in the same vein, a salesman that comes across as insincere, or
cold
can wreck the sale.
erogenous zones
Using these
as hooks
won’t necessarily guarantee you a sale,
but they’re a
good start.
Answer your buyers’ emotional urges,
a long and mutually satisfying relationship.
and you’ll increase your chances of enjoying
Steve Ballantyne is a B2B marketing specialist
and managing director of BallantyneTaylor.
Email: steve@ballantynetaylor.co.nz
Recommended