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How Emotion Influences B2B Purchasing Decisions

How Emotion Influences B2B Purchasing Decisions

Emotion’s Influence on B2B BuyingB2B Purchasing

Rumor has it that decision makers in the B2B space are emotionless, especially when making big decisions involving substantial amounts of money. It’s time to rethink this notion!

Trust us, emotion really does matter (although you’ve heard otherwise). Marketing to B2B buyers is part business value, part personal value. If a decision maker (B2C or B2B), doesn’t have a positive emotional connection to the product or service, don’t expect a sale. Luckily, we know what to focus on in order to pull positive emotion out in the B2B space.

We know a lot of thought goes into making a purchase and that emotion really does play a big role in making the right decision for the business. Because in the B2B space, if a poor decision is made, not only is the decision makers job on the line but there are a whole slew of people within the organization that aren’t going to be too happy.

What Really  Goes into B2B Purchases?

A number of factors drive the emotional side of a B2B purchase. However, the business’s values are just as important as the personal views of the decision maker(s). Below are a few factors that drive the decision process home.

Business Value BoostersB2B Purchasing

Business value has gained popularity in the B2B purchasing space. A study by CEB and Google, on the connection of B2B Customers and Brands found that,

  • Most B2B brands have become more customer-centric and stand for a business’ value, not quality
  • Brands that provide business value are 4x more likely to be considered
  • Personal value has twice the effect of business value

Telling a Story

Leave your spec sheets on your desk, customers want to hear a story.

As mentioned earlier, it doesn’t matter whether it’s B2C or B2B sales because either way, hitting the emotion key is truly what matters. By painting a story of how a product or service fits into and benefits a company will give the decision makers a first-hand glance at the purchase in the workplace. If they can’t see the product/service in the company, the sale will fall short.

Emotion’s Power

Generally speaking, emotion is associated with B2C purchases but the point of this is article to debunk that rumor. Decision makers in a business setting have a lot more at stake when deciding on a purchase. In the B2C space, the purchaser knows what will happen if/when they make a final decision but a B2B decision maker has a lot more to be concerned about. When making a decision, B2B decision makers fear the following,

  • Time and effort lost if a purchase decision goes poorly
  • Loss of credibility if a recommendation falls flat
  • Job loss if the purchase fails

Raw Emotion Wins Every Time

As a business, being transparent doesn’t have to mean giving away trade secrets. What it could mean is that when a prospect is conducting initial research, your business is easily found and all services/products are well displayed. Give a good story about your company just as you would when trying to sell the product, because again, it isn’t about selling, it’s about caring.

Are you looking for help creating a good story for your business? Let Biznet Digital help you create the perfect story with strong content from our skilled Marketing Services department. Check out how we can help you, today!