FOMO vs FOMU: Why B2B Buyers May Prefer the 'Safe' Choice

In the world of B2B sales, there's an old adage that "Nobody was ever fired for buying IBM". This phrase feels very old fashioned now, but it is a useful way to communicate a fact that many marketers overlook about B2B buyers: they're pathologically risk-averse.

Understanding the B2B Buyer's Mindset

For many buyers in large and complex businesses, the potential career rewards for making the right choice are significantly smaller than the potential career risks of making the wrong decision. They know that a successful purchase or investment might lead to a good annual review, but a poor choice could end their hopes of promotion or even cause them to be let-go. This imbalance creates a strong bias towards safe, defensible decisions.

From the buyer's perspective, if they choose the safe option (or, as often happens, no option at all) and it doesn't work out, it's unlikely to be seen as their fault. However, if they opt for a risky choice that fails, they're almost certainly going to be blamed. This dynamic pushes buyers towards 'safe' options that are easy to justify to other stakeholders.

Bear in mind that the B2B buying process is complicated with multiple stakeholders and many competing viewpoints. 77% of B2B buyers found their last purchase to be complex or difficult, and this adds to their perceived sense of risk.

Misaligned Marketing Messaging

Given this risk-averse mindset, it's surprising how often those targeting B2B buyers market themselves as innovative, or cutting-edge. We tend to think of ourselves as more innovative and creative than our competitors, regardless of whether that's actually true. There's a temptation therefore, to position our companies as exciting disruptors, stemming from our perceptions of ourselves.

However, this approach can backfire spectacularly with risk-averse B2B buyers. They don't want a 40% chance of massive rewards coupled with a 60% chance of crashing and burning. Instead, they'd much prefer a 90% chance of smaller returns with just a 10% chance of things hitting the fan. What we position as 'exciting' and 'innovative', they may interpret as 'untested' and 'risky'.

The Real Meaning of 'Low Risk'

When we talk about 'low risk' in the context of B2B buying, we need to understand the difference between perceived and actual risk. Buyers often equate 'familiar' with 'safe', which is why the status quo can feel like the safest option.

The perception of risk from a buying decision is so powerful that, according to Gartner nearly 40% of B2B buying decisions end in no decision at all. Sticking with the status quo is seen as lower risk by would-be buyers, even when it might not be the best choice for their business. As marketers, we need to recognise and overcome this powerful inertia if we're going to convince buyers to actually buy.

We all know that the status quo isn't always as safe as it seems. The risk of inaction is very real. We can probably all name businesses that failed to adapt to change and slowly went out of business (think Blockbuster, Topshop and Kodak). While choosing not to act might feel less risky in the short term, it can lead to significant long-term risks.

FOMO vs FOMU

Now that we are bearing in mind our potential buyer's risk aversion, how can we use this to improve our messaging? It's helpful to contrast two approaches: FOMO-based (Fear of Missing Out) and FOMU-based (Fear of Messing Up) messaging.

FOMO-based messaging might sound like:

• "Be at the forefront of innovation in your industry."
• "Our ground-breaking approach is setting new standards. Don't miss out."
• "Pioneers wanted, are you bold enough to lead the change?"

While this type of messaging can be effective in other contexts, it might scare off your risk-averse B2B buyers.

FOMU-based messaging, on the other hand, might sound like:

• "Time-tested solutions for enduring success."
• "Stability and reliability are the cornerstone of our business philosophy."
• "Make informed decisions with our wealth of experience behind you."

This type of messaging acknowledges the buyer's need for safety and reliability, positioning your solution as a secure choice.

Balancing Innovation with Reassurance

The most important part of choosing your positioning is gaining a real understanding of your audience. Never make assumptions about what they're looking for or what motivates them. Use insights from really getting to know your audience and data to ensure your positioning is going resonate well.

While it's important to highlight your innovative features or approaches, these may need to be framed within a context of reliability and proven results. Consider how you can position your business as innovative yet dependable. Perhaps you offer cutting-edge solutions, but with a track record of successful implementations. Or maybe your product pushes boundaries, but in a way that's built on solid, well-established principles.

Remember, your goal is to make your buyers feel safe. You want them to see choosing your product or service as a wise, defensible decision—one that offers meaningful benefits without unnecessary risk.