B2B Monday Myth: B2B Buyers are Different From the Average Consumer
by MGB2B
The Myth: B2B Buyers are different from the average consumer.
The Truth: B2B buyers are more like B2C consumers than you may realize.
B2B buyer behavior is commonly thought to differ greatly from that of B2B consumers. Many assume B2B buyers are solely logical consumers who are more cautious when it comes to making a purchase. Marketers, therefore, take a very factual tone with this audience, without adding in any emotion or depth. This can actually hinder your attempt to drive B2B buyers to purchase. For they are more like B2C consumers than you may realize. The myth that there are two different types of consumers you must market to is just that – a myth.
Here’s the the lowdown:
- B2B Consumers Are Emotionally Driven. B2C consumers are considered impulsive buyers who base their purchases on their emotions. Many marketers think B2B consumers, on the other hand, are capable of removing emotion from their decision-making process. Because of this perception, B2B marketers often assume that these customers want their content to be dry and informative. Many forget that B2B buyers are often driven by emotion as well. In fact, 71% of buyers who see personal value – as opposed to business impact – in a B2B purchase are likely to move forward with that purchase.
- They Buy Online. B2B consumers, just like the average buyer, prefer dealing with purchases online. This is despite the assumption that they purchase using more traditional methods. Last year, Forrester Research discovered that 59% of B2B customers prefer not to interact with a sales rep and 74% prefer the convenience of making purchases online. B2B buyers research products heavily before making a purchase to be confident in their decision, just like B2C customers.
- They Are Big On Reviews. You may assume that B2B customers are not reading your reviews online. They are, and they value the content of these reviews more than you might think. Just like B2C customers, B2B customers want to trust your company enough to make the purchase, and a significant number of people find that validation through reviews.
- B2B Buyers Are Not Robots. B2B customers are emotionally driven and shop online. Yes, they value reviews. Because they are human. Sure, they need to be informed and value the insights your company can give them, but the way you approach the content you distribute to prospects shouldn’t be markedly different from the way you would approach a B2C consumer. All consumers, to some extent, value convenience, clarity, and quality. Talk to them like you would if you were making a recommendation to a friend, not like a stiff salesman in a spiffy suit. Keep it conversational and helpful, and you may just earn their trust – and their business.