The beginning of the year is the perfect time to get to know each other better, don’t you think? I’m a B2B buyer who’s fed up with irrelevant pitches. I figured if you got to know me better, you’d stop wasting your time (and mine!) sending me offers I’m never, ever going to be interested in.
Here’s what I want you to know about me so you can send me the proposal I’ve been waiting for:
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I’m younger than you think
Millennials and Gen Zers make up the majority of us, B2B buyers, in 2023 (65% and growing!). This means that I’m also digitally savvier than my predecessors and more adept at spotting buzzwords and flimsy claims.
What I want from you: shorter sales funnels and transparent communication. Tell me the price right away, don’t make me go through seven emails and three calls.
Self-service is important to me. Can I find your content on my own? What about the Buy button? If I can find everything on my own, we’ll be friends.
I’m working on a tighter budget than last year
The uncertain economic climate has gotten us all worried. Just like you, my company works harder than usual to retain existing clients and attract new ones.
What I want from you: be mindful of my time and my budget. I need fewer unnecessary calls, and more patience: it’s going to take me more time to make a decision. The sales funnel may have gotten shorter, but I now need approval from my CFO for any new purchase or deal I make.
I have to draw a hard line between must-haves and nice-to-haves
Your product may fall into the second category. This year, I’ll refrain from buying products with a steep learning curve or services without a proven ROI.
What I want from you: tell me why you’re indispensable to my company’s survival. Be honest: will your product really help me? If not, save your time and mine — work with B2B buyers you can really help.
I already have a list of providers in my mind when I decide to buy something
Very few new providers make that list. The deal is usually signed with a provider on the initial list.
What I need from you: if you want to be on that list, you need to be more visible. Make sure we hang out in the same digital or real-life places and that I know what you’re selling before I need it.
I’ll take fewer risks this year
If we worked well together last year, it’s better for me to keep working with you than to look for another vendor.
What I need from you: reassurance that we’ll keep working well together. If you want to swoop in and “steal” me from another provider, you’re going to have to put in a lot of work to make it worth my time and additional onboarding/learning curve budget.
I’m extra careful with my budget even when I’m not pinching pennies
So I’ll pay more attention than usual to every touch point. Even if your product is safe from budget cuts, I’ll still double-vet any new purchase.
What I need from you: don’t half-ass anything. The final demo meeting is not a formality — it can still make or break the deal. Offer consistent value throughout the sales funnel.
I’ve got trust issues
I’m young, remember? As a digital-first buyer, I’ve probably been scammed or hacked online at least once. If I’m buying something from you, I’m going to vet you more than before.
What I need from you: a digital presence that extends beyond your website. I’ll look for your business on government websites, review websites, social media platforms. Any trust signal you can send my way is highly appreciated!
I’m not that different from B2C buyers, just more complex
I’m human too! I have my own biases, personal concerns, and preferences. I can’t bottle all those things up whenever I have a business decision to make. I have a lot in common with B2C buyers, although I’m a bit more complex…and more complicated.
What I need from you: if you want to avoid the commodity trap, you’ll have to account for both emotional and rational factors that go into my purchase decisions and adjust your selling proposition accordingly.
For instance, before buying your SaaS solution, I’m going to consider at least two things: is it going to help my company’s financial goals (that’s me being rational)? And: is this going to make me look good in front of my peers and managers (that’s me being emotional)?
Forget B2B versus B2C. Try H2H (Human to Human). No bots make buying decisions on their own (yet).
I’ve got my own code of ethics and principles I stand for
You may already know what my business stands for but you should take a look at my personal opinions as well. More than ever, I’m keen on doing business with partners who share my values.
What I need from you: share your values publicly. Stand up for them! Afraid they may deter some potential customers? Perhaps, but they will make the right-fit prospects love you even more.
I want to be your partner, not just your buyer
More than ever, I’m going to favor relationships in which I have a say. If we’re already working together, don’t be afraid to reach out to me with something other than invoices and deliverables.
What I need from you: ask for my feedback as often as possible — I’m happy to offer it because it means I play a part in improving your products. Every once in a while, knock on my inbox door and ask me how I’m doing and if I need your support with anything. It may take some things off my plate and add some cash onto yours.
That’s it from me today! I hope you enjoyed the slightly different format and tone of this Ideas to Power Your Future edition.
See you next week in your inbox. In the meantime, remember that I’m
Always in your corner,
Adriana
Sources: Insider Intelligence, various Harvard Business Review articles, Forbes
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