The single factor that drives 79% of B2B sales isn’t what you think.

When Google and the CEB asked 3,000 European business owners what persuaded them to make a B2B purchase, the answers surprised everyone.

79% of respondents said that when making a buying decision, an emotional connection with the brand was the main influencer.

Emotion can be defined as a powerful feeling derived from a relationship or mood. In other words, how the brand makes you feel. 

B2B wants to communicate in a ‘professional’ voice; this often translates to unemotional, rational arguments for choosing their product or service. As the survey shows, this type of communication distances you from the potential sale.

Of this 79 % of respondents, 64% were more likely to recommend, and 60% were prepared to pay more for a brand with which they felt an emotional connection. Emotion isn’t just a sales driver — it’s a powerful force for which people will pay a premium.

How can you drive more B2B sales this way? Here are three suggestions:

1. Ask the right questions so you can tap into your customer’s desires 

To forge an emotional connection with your customer, you’ve got to understand their ‘world.’ Often, customers may not explicitly express their most profound desires or unmet needs. By asking thoughtful and targeted questions, you can elicit valuable information that may be hidden beneath the surface. Understanding your customers’ emotional drivers is vital to engage emotionally with them.

Identifying and meeting your customer’s desires in a competitive market can set you apart from other providers. You can become a clear voice in a sea of noise by delivering communications that emotionally engage your audience.

Read our article relating to the miracle question for help finding the right things to ask

2. Don’t be afraid to show the people behind your brand

Although brands play a vital role in facilitating transactions, the human element genuinely influences purchasing decisions and builds long-term customer relationships. People inherently crave connection and seek authenticity in their interactions. When customers feel a genuine human connection with a brand representative or employee, it fosters trust and loyalty. The more customised you can make your communications, the better. 

Creating a sense of empathy and understanding in your messages will strengthen the bond between you and the consumer. And remember, your people are the real value of your organisation, so don’t keep them hidden.

3. Leverage the power of a good story

One of the simplest, easiest, and proven methods of engaging your customers’ emotions is good storytelling. Humans have been sharing stories since the dawn of civilisation. Stories captivate our attention, evoke powerful emotions, and create lasting impressions. Harnessing the power of storytelling in your customer interactions can profoundly impact your business. 

When you tell a compelling story, you engage their emotions and invoke empathy. By tapping into their emotions, you can create a stronger bond and establish a sense of trust and authenticity. Customers are more likely to remember and relate to stories that resonate with them, building a lasting connection with your brand.

If the idea of telling stories feels a little uncomfortable, we’re here to help. Our co-founder David Sloly wrote a book entitled ‘Why You Need a Business Story and How to Create it’. Available on Amazon, it unpacks the process for generating ideas and turning them into stories.