Why Do B2B Customers Buy?

Think about the last time you bought something professionally. What was your experience like and what made you ultimately buy? For me, I recently bought something that stemmed from a need. However, deeper than that, that need originated from a desire to improve, succeed and seek out the best possible option to do so. Without knowing the best options, I planned to do some online research, but was lucky to receive a recommendation from a trusted source. Getting that recommendation lent that person’s credibility so I didn’t feel the need to do my own research, but still had to speak to the salesperson to be sure they had what I needed at a reasonable price.

I requested a conversation and they quickly followed up to get a call on the calendar ASAP. When we got on the phone, they said they were excited to hear what I was looking for and then asked me to tell them about it. As I spoke, I asked THEM questions which they answered and then let me continue without interrupting. When I was done babbling, she gave her candid feedback on what I needed from her experience, name dropped a couple well known former clients she provided similar services to, outlined next steps and said she was excited to work with me. She then sent over a detailed proposal within a couple business days that included the services I felt I needed with reasonable pricing and offered to walk me through it to answer any questions. Sold. She sent me the contract and I signed it. The whole thing took only a couple business days. I thought to myself, this is how you sell in B2B today.

You don’t need a hard sell, your prospect is talking to you for a reason. You just need to find out why. We all have access to the internet and can do our own research so there’s no need to pitch what a prospect can find online. Get right to the point by finding out what made them take the call, what they’re looking for and what their decision will be based on. Ask good questions, listen without interrupting and most of the time your prospect will tell YOU what they want to buy. All you have to do then is explain whether you can offer it.

Today, selling is about listening, not talking. The more you’re talking, the less you’re selling. You should strive to have your customer speak about 75% of the time in your intro meetings. Build trust and credibility by referencing your experience, provide quick, detailed recommendations with rationale, explain exactly what they are getting and then ask for the sale. Don’t give your prospects the time or need to look elsewhere.

To summarize, all this requires is:

1. Find customers with a need you can help with. Never stop researching, prospecting and asking for referrals.
2. Ask question to find out what they need and then listen closely without interrupting.
3. Be knowledgeable about your customers and industry to make a strong recommendation with rationale and be a good advisor.
4. Provide quick and detailed proposals that match customers’ needs with a justifiable price.

I encourage you to double-check this by thinking about your last professional buying experience. It is eye opening! For more B2B sales tips, check out my B2B Sales Playbook blog at https://www.b2bsalesplays.com/sales-playbook-blog, keep an eye out for my upcoming book the B2B Sales Playbook and message me at [email protected] to stay updated on it’s release!