Ce diaporama a bien été signalé.
Le téléchargement de votre SlideShare est en cours. ×

B2B Consumer Secrets

Chargement dans…3
×

Consultez-les par la suite

1 sur 30
1 sur 30

B2B Consumer Secrets

Télécharger pour lire hors ligne

Are you interested in learning B2B consumer secrets that can help you grow your sales and revenue? If so, check out this SlideShare deck by Jamie Turner, internationally-recognized author and CEO of 60 Second Marketer and 60 Second Communications.

Are you interested in learning B2B consumer secrets that can help you grow your sales and revenue? If so, check out this SlideShare deck by Jamie Turner, internationally-recognized author and CEO of 60 Second Marketer and 60 Second Communications.

Plus De Contenu Connexe

Livres associés

Gratuit avec un essai de 30 jours de Scribd

Tout voir

Livres audio associés

Gratuit avec un essai de 30 jours de Scribd

Tout voir

B2B Consumer Secrets

  1. 1. B2B Consumer Behavior Secrets 60second communications™ Presented by Jamie Turner, CEO of 60 Second Communications, and Author of Go Mobile and How to Make Money with Social Media
  2. 2. Introductions
  3. 3. I’ve written a few books
  4. 4. I get on TV sometimes
  5. 5. And I’ve helped a few clients you may have heard of
  6. 6. But the thing I love to do most is to help people like you SELL MORE STUFF
  7. 7. Let’s talk about B2B consumer secrets
  8. 8. Secret #1: The second B in B2B is actually a C
  9. 9. That said, there are some distinctions 1. Fewer, larger buyers: The fate of Goodyear is in GM’s hands 2. Close buyer-customer relationships: A paper company may sell to a chemical company which is also a supplier to the paper company 3. Professional purchasing: Requests for quotations, purchasing contracts and proposals are not typically part of the B2C world 4. Several buying influences: More people typically influence the buying decision #B2BSecrets
  10. 10. That said, there are some distinctions 5. Multiple sales calls: Sales cycle is much longer 6. Inelastic demand: Shoe manufacturers aren’t going to buy much more leather if the price of leather falls 7. Geographically concentrated buyers: More than half of U.S. business buyers are concentrated in 7 states: NY, CA, PA, IL, OH, NJ, MI 8. Direct purchasing: Business buyers often buy direct from a manufacturer #B2BSecrets
  11. 11. Secret #2: Sometimes people don’t know why they prefer one brand over another Baylor University proved this with a blind taste-test with Coca-Cola and Pepsi.
  12. 12. THE STUDY HIGHLIGHTED THE IMPORTANCE A BRAND PLAYS IN PURCHASING BEHAVIOR. #B2BSecrets
  13. 13. Secret #3: People buy for emotional reasons and then rationalize their purchase with logic
  14. 14. [Despite what Porsche buyers will tell you, nobody actually buys a Porsche for logical reasons] #B2BSecrets
  15. 15. Secret #4: Women are smarter than men
  16. 16. Secret #5: Sometimes people buy for reasons that “reason” will never know
  17. 17. What are people really buying when they purchase a cup of coffee?
  18. 18. Secret #6: There are 10 questions you should ask before you launch your next B2B marketing campaign
  19. 19. 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. Why do customers buy our brand? 6. Where do the go or look before buying our product? 7. When do they buy? Are there seasonal factors? 8. How is our product perceived by our customers? 9. What other factors might influence the purchase decision? 10. How do personal or demographic factors influence the purchase decision? 10 Fundamental B2B Questions #B2BSecrets
  20. 20. Secret #7: The B2B purchase is much more complex than the B2C purchase
  21. 21. • 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 #B2BSecrets
  22. 22. mid-sizedA small business isn’t a businesses Secret #8: Don’t lump small and mid-sized businesses together into SMBs
  23. 23. 1. Don’t think of a small business as a mid-sized business: There’s a big gap between $1 million in revenue and $50 million in revenue 2. Don’t waste their time: No entertaining sales shows or sales pitches over long lunches 3. Do keep it simple: One point of contact 4. Do your homework: The realities of small or midsize business management is different from those at large corporations How to Do Business with a Small Business #B2BSecrets
  24. 24. Secret #9: There are four essential types of business customer
  25. 25. 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. Gold-Standard Customers: They want the best performance in terms of product quality, assistance, reliable delivery, and so on. 4. Strategic-Value Customers: They want a fairly permanent sold- supplier relationship with your company. Four types of business customer
  26. 26. Key points to remember
  27. 27. 1. Compared to consumer markets, business markets generally have fewer and larger buyers, a closer customer-supplier relationship, and more geographically concentrated buyers. 2. The B2B buying process involves initiators, users, influencers, deciders, approvers, buyers and gatekeepers. 3. Business marketers must form strong bonds and relationships with their customers and provide them added value.
  28. 28. About 60 Second Communications We create mobile, social, content, online display and lead generation campaigns for some well-known brands
  29. 29. Jamie.Turner@60SecondCommunications.com PH: 678-313-3472 www.60SecondCommunications.com

×