In an earlier post, I talked about what motivates business buyers to buy. I listed the typical human wants and needs that drive all decisions, including those in the B2B world.
The problem is, whether I’m writing copy for collaboration software or safety gear or outsourced IT or leadership training, the benefits I present are all in the same categories. Here are the top 10 marketing motivators in the B2B world:
1. To make money
2. To save money
3. To save time
4. To avoid effort
5. To be praised
6. To be in style
7. To emulate others
8. To take advantage of opportunities
9. To avoid criticism
10. To avoid loss
I get excited about the products and services I’m asked to help market, but underneath it all, I’m making similar buying arguments for every one of them.
Then yesterday I was reminded of new angle on an old benefit. It came from Christine Durkin of MockVideo when she commented on a LinkedIn discussion asking “Is there a silver bullet answer to shortening the technology B2B sales cycle?”
Her comment was “One of the main reasons a B2B sale is lost is that the prospect isn’t truly aware of the cost of doing nothing.”
Her comment gave me a fresh marketing message angle.
Rather than inviting late buy-cycle prospects to attend a Webinar or download another white paper, my clients can give them a bottom-line incentive to make a decision. Providing a calculator or quantitative numbers on what it’s costing a prospect to NOT make a decision tells a powerful story that could close a sale.