Ever get trapped into thinking that selling to B2B buyers is somehow different than selling directly to consumers?
If you’re dealing with multi-million dollar contracts, it’s understandable to imagine huge differences. Your strategy would include salespeople, negotiating across various levels of management, cutting through red tape, and so forth.
Selling B2B seems a lot more complicated, doesn’t it?
I started researching the answer to simplify, streamline, and optimize B2B selling a few years ago, and after working with dozens of B2B entrepreneurs trying different things, it became obvious.
As it turns out, there used to be some glaring differences between B2C and B2B marketing, but over the last decade, and with more Internet savvy employees, the lines are becoming more and more blurred.
Let me explain…
Consumers are notorious for conducting oodles of online research before making a purchase – like you, they want to make sure they’re making the smartest decision before they jump in with both feet.
B2B marketers, on the other hand, have been somehow duped into thinking that having a great website isn’t important because, “their customers are different.”
Rather than spewing out my reasons why “my customer is different” thinking is ludicrous, let’s just dive right into the facts. According to an Acquity Group Study:
- 70% of B2B Buyers would spend more money if their suppliers’ websites were easier and more convenient to use
- 68% of buyers age 36-45 make company purchases online
- Buyers under 60 spend 1-2 hours (on average) researching before making a major purchase online
Interesting, right?
The Predictable Profits Insiders’ Club Members who have been with me for a while already know how important this is… (after all, they are a group who demand they receive cutting edge information to dominate their markets) because as Robert Barr, senior VP at Acquity Group, said:
“The next generation of B2B buyers is highly connected and expect an easy-to-use and highly-targeted online experience, but most suppliers don’t offer capabilities comparable to familiar consumer sites, like Amazon. This trend of online purchasing continues to rise, and B2B suppliers must have an online presence that promotes familiarity and research capabilities, or consumers will go elsewhere.”
The moral of the story: your customers are used to having all the information they need at their fingertips for easy review, analysis, and decision-making.
Sure, not every single person you deal with will be on the Internet (especially those over 60 who still prefer traditional ways of doing business) – but then again, not everyone immediately put their horse to pasture when Model T’s became popular – however, if you neglect the emerging trends and demands… chances are, you’ll be left behind.
In your corner,
Charlie
P.S. If building and maintaining a competitive edge is important to you, join other hard-working Strategic Entrepreneurs here.
