Make the Sale: Understanding B2B Buyers

185188217The success of your business relies on many different factors, but ultimately it comes down to one thing — the buyers. No matter how great your pitch is, or how flashy your logo, none of it will matter if you lack a loyal client base willing to purchase your service or product.

With this knowledge in mind, B2B marketers spend a lot of time trying to get into buyers’ heads to understand their motivations. They may ask themselves a few questions: Who are they? What do they want? How do we engage them? But more important, once we have them on the hook, how do we close the deal?

These questions may seem simple, but the way your company integrates the answers into your business plan may determine whether a potential client chooses your business or a competitor’s.

How B2B buying has changed

Technology has evolved to give buyers more resources than ever before. Gone are the days when potential customers would be introduced to your company only after their first contact with you. By the time you get a prospect on the phone nowadays, they’ve already seen your website, blogs, white papers, and webinars. A staggering 92% of B2B buyers do their research online before reaching out to a company, meaning that potential clients are more informed than ever.

Although having access to lots of information can be beneficial, buyers can also be overwhelmed. It’s tempting to intervene and offer to answer prospects’ questions, but deciding when and how to step in can be tricky. Clients don’t want an overly pushy salesman trying to gain their business. However, it is possible to gauge the potential buyer’s interest and use specific information to customize your pitch.

Signs to watch for

When is it time to make a connection? Be on the lookout for these signs:

  • Did they visit your website multiple times in quick succession?
  • Did they fill out a form but fail to submit it?
  • Did they read your case studies?
  • Did they look at your pricing?

Do you know when these things are happening? We can help you gain visibility into your website visitors.

How to get them to pull the trigger

In a survey of over 700 B2B buyers (published in the book Insight Selling: Surprising Research on What Sales Winners Do Differently), the winners of sales opportunities pointed out what they do differently from their competitors to successfully bring in customers. The results focused on seven things you should be doing to sway clients to choose you over your competitors:

  • Educate them with new ideas or perspective.
  • Collaborate with them.
  • Persuade them that you will achieve the results.
  • Listen to them.
  • Understand their needs.
  • Help them avoid pitfalls.
  • Craft a compelling solution.

By looking for the proper signs and using these seven techniques, you can set your business apart from competitors and bring in more buyers. If you understand the motivations and needs of B2B buyers, can you shape their path from prospects to loyal customers.

Find out what your website traffic looks like, and how you can use that information to drive sales. Contact the professionals at Proven Systems at (800) 720-5398 or for a no-cost consultation.


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