Sales Psychology: What You Need to Know About B2B Selling – Part 2

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Tapping Into the Psyche of B2B Consumers

In Part 1 of our series on the psychology of B2B sales, we discussed the importance of understanding how B2B buyers think. In Part 2 of our series, we will be digging even deeper into the subject as we show you how to tap into the actual psyche of B2B consumers and learn about B2B buyer behavior.

How should your salespeople approach prospective B2B buyers, and what psychological tactics should they use to understand said buyers’ pain points and desires?

What drives them to make a purchase?

What motivates them?

We find delving into the psyche of the B2B buyer to be a fascinating study in human behavior. If you can truly begin to understand B2B buyer behavior and psychology, your company will be well on its way to bigger sales success.

Below, we’ve highlighted a 3-step process that you can use to determine what makes a B2B buyer tick so your company can make more sales.

1) Understanding that B2B buyers are human beings just like you—they experience life through their 5 senses

With our innate human ability to perceive the world using sight, smell, touch, sound, and taste, we unconsciously connect with emotion and memory. The more an experience reaches each of these 5 senses, the stronger the memory that is created and the more likely we are to recall that which gave us the experience, whether it be positive or negative.

If your company can tap into the emotions that are unconsciously engaged in the B2B buyer who is connecting with your message—using their 5 senses in a positive way—you will more easily make a sale.

Learn more about engaging the 5 senses of your B2B buyers to increase sales by reading this article from the Huffington Post. Now let’s delve even deeper into what makes B2B buyers tick and what motivates them to buy.

2) Identifying B2B buyers’ hidden motivation

B2B buyers have certain, deep-seated needs that you must satisfy. Below we have listed the major things that motivate them to buy:

The phrase ‘jumping on the bandwagon’ comes from American politics in the late 1800s. Dan Rice used his bandwagon and loud music as a ploy to gain attention for his political campaign. As his popularity picked up, more and more people saw his success and wanted a seat on the wagon.”

3) Making sure you have created a brand personality that resonates with them and evokes emotion

In a previous blog post, we discussed understanding how your customers perceive you. That post talks mainly about positioning and can be a great help to your company, but the following statement is particularly relevant to our point about branding:

The key to successful positioning is to create a campaign where you position your brand in such a way that your target segment thinks specific things (you want them to) when they consider your brand.”

One of the most crucial aspects of creating a brand personality is making sure the message you are sending to potential B2B buyers is consistent across all of your marketing channels.

Think of the Nike slogan “Just Do It.” That message appears wherever you see a Nike ad. That subliminal message, repeated enough times, becomes what people associate your company with and helps create customer loyalty.

As we stated in the blog post we linked to above, “Loyalty starts in the heart, and people have a heart response when they witness authenticity from a brand. Regardless of what you do, it’s the emotional connection that will keep customers coming back for more.

Another aspect of creating a brand personality that evokes emotion is how color can affect your potential buyers—even having an impact on B2B buyer behavior. In this article from Design & Function, they point out what message different colors send. We have listed those below:

Isn’t that fascinating? It just goes to show that, at our core, we are all first and foremost emotional creatures. So, let’s do a quick recap of the 3 steps we listed above for tapping into the psyche of your B2B buyer.

The world of B2B sales is very competitive, so every single thing you do to create advantages for your business are well worth the efforts. By tapping into the psyche of B2B consumers and having a firm grasp of B2B buyer behavior, you are one step closer to beating out your competitors.

If your company and your marketing team put these 3 steps into motion, you will soar above your competition and your business will definitely see increased sales.

 


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Filed Under: Business Tips