The digitalization of B2B buying behavior has made traditional sales strategies obsolete. B2B buyers are increasingly informed, autonomous and demanding , forcing sellers to adapt their approach accordingly. To succeed in this context, it is essential to understand the key stages of the B2B buying process and what buyers expect at each stage.
Identify the need
The B2B buying process begins with the identification of a specific need, which can be triggered by a variety of factors, such as business growth, the launch of a new project, or the resolution of an existing problem. In this phase, B2B buyers try to clarify their needs and determine possible solutions to meet their expectations.
Research and evaluation of different options
Once a need has been identified, B2B buyers begin researching potential solutions by italy mobile phone number list evaluating the various options available on the market. They often turn to search engines, social media, forums, other buyer reviews, comparative studies and blogs to gather information about products and services. According to a study by CEB & Sirius Decision, more than 67% of the B2B buying process takes place online . Therefore, it is in the market’s interest to be present on these channels and provide accurate and useful information to meet buyers’ research needs.
The decision to buy
After evaluating the various options, B2B buyers make a purchasing decision by choosing the product that best meets their needs. They also take into account other criteria such as price, quality, reliability, delivery times, etc. Sellers must therefore be able to offer informative, clear and quickly digestible content (such as infographics, videos, webinars, podcasts, etc.) about their products and ensure that they are well positioned in terms of price and quality.
Post-purchase evaluation
After the purchase, B2B buyers evaluate the quality of service and the relationship with the seller. They also evaluate the effectiveness of the product and how well it meets their expectations. It is then up to sellers to be attentive to buyers' comments and ready to answer their questions and concerns in order to maintain a relationship of trust and loyalty .
II. New trends in B2B purchasing behavior
Pre-purchase research and preparation
B2B buyers are spending more and more time researching and preparing before making a purchasing decision. And most of this time is now spent online. A 2021 market study by McKinsey & Company reveals that 70% of B2B buyers surveyed prefer online shopping over face-to-face interaction with sellers . They seek to understand the products and services available in the market, industry trends, and best practices. As buyers are receptive to value-added content and quality storytelling, sellers must learn to curate their pitch and the content surrounding their products.
The influence of social media and word of mouth
Social media and word of mouth have an increasingly significant impact on B2B purchasing decisions. B2B buyers rely on peer recommendations and online reviews to evaluate products. Sellers therefore benefit from having a presence on social media and encouraging positive feedback from their customers.
The importance of customer experience
B2B buyers are increasingly looking for a positive, personalized customer experience. They expect sellers to be attentive to their specific needs and provide high-quality customer service. Therefore, answering buyers’ questions and offering ongoing support after the purchase is a must.
Collective decision making
B2B purchasing decisions are often made by a group of people rather than a single individual. B2B buyers try to involve multiple stakeholders in the purchasing process to ensure informed decision making . Therefore, sellers must be able to communicate effectively with the various stakeholders and respond to their concerns.
III. The need for sellers to adapt their sales strategy
Trends in B2B buying behavior are evolving rapidly, and sellers need to be aware of them if they want to remain competitive and even stand out from the crowd. To do so, they need to adopt a sales strategy that takes into account new trends and buyer desires. Here are some key points to keep in mind:
The importance of knowing your customers and personalizing your offer
Understanding the profile of buyers, their disincentives and the factors that trigger their purchase decision, in order to be able to offer them a personalized offer that meets their expectations, is key for sellers. The concept of buyer personas (typical buyer profile) is a prerequisite for converting prospects into leads. To do this, it is essential to collect data about buyers and use it to tailor the offer to their specific needs. Since B2B purchasing decisions are often made by a group of people, manufacturers must be willing to collaborate with the various parties involved in the purchasing process to meet everyone's expectations and ensure informed decision-making.
Develop a content strategy
B2B buyers are looking for clear and accurate information about the products offered. Sellers must therefore provide useful and relevant information to meet buyers' research needs. The information provided must be tailored to the buyer's specific context and enable them to make an informed decision. You have to learn how to inform in order to convince and how to convince in order to sell .
The use of digital marketing techniques
Sellers need to be present on digital marketing and social media channels to reach B2B buyers. They also need to adapt their sales process to meet the specific needs of buyers. Exploiting digital technologies and positioning themselves on the right communication channels is crucial. Offering online demos or free trials are just some of the avenues to explore.
Optimizing the customer experience
B2B buyers are looking for a high-quality, personalized customer experience. Therefore, sellers must be prepared to offer impeccable customer service and answer buyer questions quickly and effectively. In fact, Salesforce’s 2021 market study reveals that 84% of B2B buyers surveyed believe that overall buyer experience is just as important as price .
As digital marketing expert Brian Solis says, “Customers are no longer content to buy products or services, they buy experiences.” Manufacturers must focus on responding to emerging needs by offering a seamless customer experience tailored to each buyer’s aspirations. New B2B buying behaviors require a sales approach focused on customer experience to retain buyers and keep them coming back. Manufacturers that succeed in delivering an optimal customer experience will be the ones that stand out in an increasingly competitive market.
