Webinar presentation by Jamie Turner for GetResponse revealing consumer behavior secrets and how you can use it for your automated marketing campaigns.
12. 1. Fewer, larger buyers
2. Close buyer-customer relationships
3. Professional purchasing
4. Several buying influences
5. Multiple sales calls
6. Inelastic demand
7. Geographically concentrated buyers
8. Direct purchasing
That said, there are some distinctions:
13. Secret #3:
People buy for emotional reasons
and then rationalize their purchase
with logic
14. [Despite what Porsche buyers will tell you, nobody
actually buys a Porsche for logical reasons]
15. Secret #3:
People buy for emotional reasons
and then rationalize their purchase
with logic
17. Secret #4:
People have subconscious reasons for
preferring one brand over another
Baylor University proved this with a blind taste-test with Coca-Cola and Pepsi.
22. • Initiators: Those who request
something to be purchased
• Users: Those who will be using the
product or service
Go Away
23. • Initiators: Those who request
something to be purchased
• Users: Those who will be using the
product or service
• Influencers: People who influence the
buying decision
Go Away
24. • Initiators: Those who request
something to be purchased
• Users: Those who will be using the
product or service
• Influencers: People who influence the
buying decision
• Deciders: People who decide on
product requirements or on suppliersGo Away
25. • Initiators: Those who request
something to be purchased
• Users: Those who will be using the
product or service
• Influencers: People who influence the
buying decision
• Deciders: People who decide on
product requirements or on suppliers
• Approvers: People who authorize the
proposed actions of deciders or buyers
Go Away
26. • Initiators: Those who request
something to be purchased
• Users: Those who will be using the
product or service
• Influencers: People who influence the
buying decision
• Deciders: People who decide on
product requirements or on suppliers
• Approvers: People who authorize the
proposed actions of deciders or buyers
• Buyers: People who have formal
authority to select the supplier.
Go Away
27. • Initiators: Those who request
something to be purchased
• Users: Those who will be using the
product or service
• Influencers: People who influence the
buying decision
• Deciders: People who decide on
product requirements or on suppliers
• Approvers: People who authorize the
proposed actions of deciders or buyers
• Buyers: People who have formal
authority to select the supplier.
• Gatekeepers: People who have the
power to prevent sellers or information
from reaching members of the buying
center
Go Away
33. 1.Price-Oriented Customers: Price is everything
2.Solutions-Oriented Customers: They want low prices but will
respond to arguments about lower total cost or more dependable
supply or service.
3.Strategic-Value Customers: They want a fairly permanent sold-
supplier relationship with your company.
4.Gold-Standard Customers: They want the best performance in
terms of product quality, assistance, reliable delivery, and so on.
Four types of business customer
34. Secret #9:
There are 9 questions you should ask
before you launch your next
B2B marketing campaign
36. 1. Who buys our product or service?
10 Fundamental B2B Questions
37. 1. Who buys our product or service?
2. Who makes the decision to buy the product?
10 Fundamental B2B Questions
38. 1. Who buys our product or service?
2. Who makes the decision to buy the product?
3. How is the purchase decision made? Who assumes what role?
10 Fundamental B2B Questions
39. 1. Who buys our product or service?
2. Who makes the decision to buy the product?
3. How is the purchase decision made? Who assumes what role?
4. What is the customer really buying (e.g., what are the hidden reasons for purchase)?
10 Fundamental B2B Questions
40. 1. Who buys our product or service?
2. Who makes the decision to buy the product?
3. How is the purchase decision made? Who assumes what role?
4. What is the customer really buying (e.g., what are the hidden reasons for purchase)?
5. When a prospect decides to buy from a competitor instead of us, what’s the
reason?
10 Fundamental B2B Questions
41. 1. Who buys our product or service?
2. Who makes the decision to buy the product?
3. How is the purchase decision made? Who assumes what role?
4. What is the customer really buying (e.g., what are the hidden reasons for purchase)?
5. When a prospect decides to buy from a competitor instead of us, what’s the
reason?
6. What are the key places that prospects get information about our product or service
(e.g., eBooks, websites, trade shows, organic search, word-of-mouth, etc.)
10 Fundamental B2B Questions
42. 1. Who buys our product or service?
2. Who makes the decision to buy the product?
3. How is the purchase decision made? Who assumes what role?
4. What is the customer really buying (e.g., what are the hidden reasons for purchase)?
5. When a prospect decides to buy from a competitor instead of us, what’s the
reason?
6. What are the key places that prospects get information about our product or service
(e.g., eBooks, websites, trade shows, organic search, word-of-mouth, etc.)
7. How do your prospects and customers currently perceive our product?
10 Fundamental B2B Questions
43. 1. Who buys our product or service?
2. Who makes the decision to buy the product?
3. How is the purchase decision made? Who assumes what role?
4. What is the customer really buying (e.g., what are the hidden reasons for purchase)?
5. When a prospect decides to buy from a competitor instead of us, what’s the
reason?
6. What are the key places that prospects get information about our product or service
(e.g., eBooks, websites, trade shows, organic search, word-of-mouth, etc.)
7. How do your prospects and customers currently perceive our product?
8. What other factors influence the purchase decision?
10 Fundamental B2B Questions
44. 1. Who buys our product or service?
2. Who makes the decision to buy the product?
3. How is the purchase decision made? Who assumes what role?
4. What is the customer really buying (e.g., what are the hidden reasons for purchase)?
5. When a prospect decides to buy from a competitor instead of us, what’s the
reason?
6. What are the key places that prospects get information about our product or service
(e.g., eBooks, websites, trade shows, organic search, word-of-mouth, etc.)
7. How do your prospects and customers currently perceive our product?
8. What other factors influence the purchase decision?
9. How do personal or demographic factors influence the purchase decision?
10 Fundamental B2B Questions
52. Prospect Journey
Discovery of
Need
Awareness of
Options
Consideration
of Alternatives
Conversion Relationship Retention
Traditionally, a prospect is converted to a client, then a relationship is established.
53. Prospect Journey
Discovery of
Need
Awareness of
Options
Consideration
of Alternatives
Conversion RetentionRelationship
But today, more companies are building a relationship first, then converting them to clients.