Explore the B2B customer's buying processSeveral recent studies have revealed
Several recent studies have revealed some interesting information about the buying process of B2B customers (B2B Buyers), which are valuable insights for marketers .Discover the buying process of B2B customers - B2B Buyer
Discover the buying process of B2B customers – B2B Buyer
A recent Bain and Google survey Denmark Phone Number List of 1,208 people at businesses in the US were involved in purchasing software, cloud storage, hardware, telecommunications, transportation, marketing, and industrial equipment . has revealed a series of misconceptions of the seller (B2B Seller) about the buying behavior or process of the B2B buyer (B2B Buyer).
Sellers don't realize that 90% of buyers choose a supplier on a pre-existing list; they focus too much on high-level decision-makers, underestimating the role and influence of others in the purchasing business; they rely too much on digital channels and ignore physical sales; and they also don't realize how showing off their product affects a buyer's decision or process.
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A software company recently wanted to win a contract with a B2B customer, who, like other corporate customers, prepared a list of the most potential sellers.
However, when it came to the product introduction stage, the sales staff was not fully prepared, the product's interface was not suitable, the product innovation roadmap was not clear, and hence it was not suitable. with the needs of the buyer.
Finally, the purchasing business has selected another customer from the previous selection list.
Similar to the software customer in this story, many B2B product vendors (business-to-business) spend most of their marketing and sales resources in the wrong place (and in the wrong place). ).
For example, these businesses often don't realize that the buyer (B2B Buyer) already has a list of potential suppliers (B2B Seller) before starting the evaluation process and spend most of their time researching. this list in depth.
Sellers tend to be only concerned (or overly concerned) with the most influential people in the buying decision process and pay less attention to the other group of influencers also involved in the selection process. select.
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Moreover, they rely too much on digital channels and invest less in semi-realistic activities including how to present the products in the most thorough way and share their vision. good product of the business with the buyer.
Whatever the outcome, they failed.
To get a more detailed understanding of the buying (B2B) process, Bain & Co. surveyed 1,208 people at businesses in the US currently involved in purchasing software, cloud storage services, hardware, telecommunications, marketing and industrial equipment.
The researchers also conducted in-depth interviews with the buyers, examining their habits at each stage of the customer journey – from the awareness stage of possible products. needs ( Brand Awareness ), to the stage of discovering which suppliers are eligible and reviewing competing suppliers (Brand Consideration), to the final decision to purchase (Action).
Surveys and interviews show that buyer behaviors are relatively common across all analyzed categories.
Here is what marketers or business people can refer to.
B2B buyers make a list of suppliers to review before starting the evaluation process.
80%–90% of respondents said that whatever product they buy, the first thing they need to do is build a list that includes the most potential suppliers.
90% of these will eventually choose a supplier from the initially prepared list.
One question is how can sellers or suppliers "enroll" on that list.
B2B buyers will support or rely on the following information:
Prior experience with a supplier plays a huge role.
With successful B2B sales businesses, they realize that they don't just need to sell once to their customers (businesses) but need to sell many times.
They understand that their sales go a long way toward building customer loyalty even after the customer has moved on to another company.
Shoppers want to hear recommendations or opinions from colleagues.
Trusted colleagues have a significant influence on the buying behavior of buyers. At one business included in the study, buyers consulted their colleagues.
After a process of research and careful consideration, the final decision belonged to the two main suppliers who were introduced by these colleagues.
The supplier's website has a strong influence on search and evaluation in the B2B buying process.
Buyers at the product research stage want to see if the supplier or seller's website is informative, easy to navigate, and they have a very bad impression of businesses with sloppy websites. , lack of information.
In the studied businesses, there is a buyer in the fast-moving consumer goods ( FMCG ) industry who used the supplier's website to collect information and make decisions, deleting all businesses with unsatisfactory websites.
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