7 erogenous zones of b2b buyers
DESCRIPTION
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.TRANSCRIPT
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is a complex animal.The business buyer
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A hybrid of sorts
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responding to unique emotional hooks
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in combination with a
STRONGRATIONAL ARGUMENT.
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7There are
main emotional drivers
that influence the B2B buyer’s
decision-making process.
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It may be hard to imaginebeing aroused by safety
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But in thecurrent economic
climate,
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This buyer
cravestrust
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reassurance,
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status quo.
his main concern is
to make an adequate
purchase and maintain the
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He’s not themost passionate
of buyers.
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What turns him on,is the path of least resistance.
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Simple and painless please.
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and risk taker.
Career-driven and hungry for success,
he’s more likely to be an early adopter
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He’s attracted to the offer with potential to propel him
upthe
corporateladder.
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but this buyer really does want to make a difference.
Call him an
idealist,
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in his work
He takes genuine
pride
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and suffers an innate
desire
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to see himself as a
good guy
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decision.
and make the
right
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This buyer is
by any financial perks andmotivatedkickbackshe can accrue for himself.
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It may not be the most
f latteringattribute,
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which is why personal incentives work so well.
common human trait,
but it is a
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He likes the
peoplehe’s buying for,
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and has their best
interestsat heart.
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He’s driven by the
desireto please them, and to make their lives easier.
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This buyer is
satisfiedwhen his colleagues are.
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Sometimes the rapport between the buyer and salesman can over-ride
other features of the purchase.
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BIGGERA likeable salesman can be a
factor than many realise.
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And in the same vein, a salesman that comes across as insincere, or
coldcan wreck the sale.
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erogenous zones
Using these
as hooks
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won’t necessarily guarantee you a sale,
but they’re a
good start.
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Answer your buyers’ emotional urges,
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a long and mutually satisfying relationship.
and you’ll increase your chances of enjoying
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Steve Ballantyne is a B2B marketing specialist
and managing director of BallantyneTaylor.
Email: [email protected]