A quick run down of the five top things that influence a B2B buyer.

1. 5 things that influence
a B2B buyer
© 2010 Matizmo Ltd.

2. Introduction
Understanding what influences a B2B buyer allows you to
adapt your selling style to match. While we cannot
necessarily account for every influence upon an individual,
there is such a rich seam of similarity between
B2B buyers that conclusions can be drawn on how best to
approach them.
© 2010 Matizmo Ltd.

3. Introduction
Of course, your
product or service and your
salesmanship will have a quantifiable effect
on whether someone does or does not buy,
but as will several less determinable factors, such as those
explored in the following.
© 2010 Matizmo Ltd.

4. 1. People buy
from people
Just because it is a well known phrase, does not make it untrue.
If someone likes you, they are more likely to
buy from you. Set your stall up next to someone with a
very similar product and it is likely the buyer will buy from to
one that they like the most. The lesson to learn? Build
rapport quickly.
© 2010 Matizmo Ltd.

5. 2. B2B Buyers
are risk averse
Take the risk out of your product or service and you could have a
sale. They do not want to be the one that takes the chance.
Consider the implications of a “brave decision” versus an
“innovative decision”.
© 2010 Matizmo Ltd.

6. 2. B2B Buyers
are risk averse
It may seem all in the semantics but B2B buyers want to know that
the decision
they are making is a safe one and will not
have unexpected repercussions. By providing evidence
that others have bought from you, and what’s more, it has worked,
it takes the risk out of the purchase.
© 2010 Matizmo Ltd.

7. 3. B2B buyers want to
be ahead of the game
Despite being risk averse, B2B buyers want to feel that
they are leading the pack when it comes to new products
or services or at the very least, they are ahead of the
curve. It may seem contradictory but if you can manage to
appeal to both needs at the same time you will find
yourself closer to a sale.
© 2010 Matizmo Ltd.

8. 4. B2B Buyers want
to look good
Consider what questions the buyer will ask themselves;
• Will the product or service make their job easier?
© 2010 Matizmo Ltd.

9. 4. B2B Buyers want
to look good
Consider what questions the buyer will ask themselves;
• Will the product or service make their job easier?
• Will it make them or their team more efficient?
© 2010 Matizmo Ltd.

10. 4. B2B Buyers want
to look good
Consider what questions the buyer will ask themselves;
• Will the product or service make their job easier?
• Will it make them or their team more efficient?
• Will they be able to gloat over their decision to buy this?
© 2010 Matizmo Ltd.

11. 4. B2B Buyers want
to look good
Consider what questions the buyer will ask themselves;
• Will the product or service make their job easier?
• Will it make them or their team more efficient?
• Will they be able to gloat over their decision to buy this?
• How will their decision to buy this product affect how
they are thought of in the company?
© 2010 Matizmo Ltd.

12. 4. B2B Buyers want
to look good
While you cannot overtly ask these questions in the sales process
– after all, no-one
wants to admit they have one eye
on the boss’ office – you can certainly imply that positive
implications that will come from buying.
© 2010 Matizmo Ltd.

13. 5. Give them
a bargain
Or at least the appearance of a bargain. People like to think
they have got a deal, B2B buyers are no different from
everyone else in that respect. Perhaps a little extra will
sweeten the deal, be it a month longer for a product licence
or a later payment date.
© 2010 Matizmo Ltd.

14. 5. Give them
a bargain
Whatever it is, it gives them something to go to their boss with as a
mini victory. Psychologically,
it makes them feel like
they have a won a concession from you which will bring
them closer to buying.
© 2010 Matizmo Ltd.

15. Summary
Sales is not an exact science. Neither is determining an
influence to buy. However, there are clear patterns of behaviour
that, once recognised, can be used to help your sales team sell
more.
© 2010 Matizmo Ltd.

16. Matizmo Ltd
Call: +44 (0) 1285 643180
Visit: www.matizmo.co.uk
Email: info@matizmo.co.uk
6–8 Dyer Street
Cirencester
Gloucestershire
GL7 2PF