is a complex animal.The business buyer

A hybrid of sorts

responding to unique emotional hooks

in combination with a

STRONGRATIONAL ARGUMENT.

7There are

main emotional drivers

that influence the B2B buyer’s

decision-making process.

It may be hard to imaginebeing aroused by safety

But in thecurrent economic

climate,

This buyer

cravestrust

reassurance,

status quo.

his main concern is

to make an adequate

purchase and maintain the

He’s not themost passionate

of buyers.

What turns him on,is the path of least resistance.

Simple and painless please.

and risk taker.

Career-driven and hungry for success,

he’s more likely to be an early adopter

He’s attracted to the offer with potential to propel him

upthe

corporateladder.

but this buyer really does want to make a difference.

Call him an

idealist,

in his work

He takes genuine

pride

and suffers an innate

desire

to see himself as a

good guy

decision.

and make the

right

This buyer is

by any financial perks andmotivatedkickbackshe can accrue for himself.

It may not be the most

f latteringattribute,

which is why personal incentives work so well.

common human trait,

but it is a

He likes the

peoplehe’s buying for,

and has their best

interestsat heart.

He’s driven by the

desireto please them, and to make their lives easier.

This buyer is

satisfiedwhen his colleagues are.

Sometimes the rapport between the buyer and salesman can over-ride

other features of the purchase.

BIGGERA likeable salesman can be a

factor than many realise.

And in the same vein, a salesman that comes across as insincere, or

coldcan wreck the sale.

erogenous zones

Using these

as hooks

won’t necessarily guarantee you a sale,

but they’re a

good start.

Answer your buyers’ emotional urges,

a long and mutually satisfying relationship.

and you’ll increase your chances of enjoying

Steve Ballantyne is a B2B marketing specialist

and managing director of BallantyneTaylor.

Email: steve@ballantynetaylor.co.nz