{"id":173,"date":"2021-08-03T07:27:00","date_gmt":"2021-08-03T07:27:00","guid":{"rendered":"https:\/\/harveydavid.com\/?p=173"},"modified":"2022-06-29T10:42:47","modified_gmt":"2022-06-29T10:42:47","slug":"the-single-factor-that-drives-79-of-b2b-sales","status":"publish","type":"post","link":"https:\/\/harveydavid.com\/the-single-factor-that-drives-79-of-b2b-sales\/","title":{"rendered":"The single factor that drives 79% of B2B sales"},"content":{"rendered":"\n\n\n\n

Although a vast amount of sales have moved online over the last decade, B2B still depends largely on relationships.<\/strong><\/h4>\n

The complex, lengthy buying cycle means that sales can take months. This is perhaps why B2B sales have a reputation for being more \u2018serious\u2019 or data-driven than its B2C counterpart.<\/p>\n

When Google and the CEB conducted a joint survey<\/strong><\/a>, they asked 3,000 European business owners what made them make a B2B purchase. The answers surprised everyone.<\/p>\n

\u200d<\/p>\n

The main driver of B2B sales isn\u2019t price, it\u2019s actually emotion<\/h4>\n

\"\"<\/p>\n

\n
 <\/div>\n<\/figure>\n

When asked, 79% of respondents said that when making a buying decision, an emotional connection with the brand was the main influencer.<\/p>\n

If B2B sales depend on relationships, then marketing should reflect this too. If your business depends on personal networks, then surely your communications should also be as \u2018human\u2019 as possible.<\/p>\n

The trend continued. Of this 79 % of respondents, 64% were more likely to recommend and 60% were prepared to pay more for a brand they felt an emotional connection to. Emotion isn\u2019t just a driver of sales, it\u2019s a powerful force that people will pay a premium for. How can you drive more B2B sales this way? Here are three suggestions:<\/p>\n

\u200d<\/p>\n

1. Tap into your customer\u2019s desires<\/h4>\n

At a recent marketing event I attended, a panel of business owners were asked, \u2018What made you choose your accountant?\u2019 The response was surprisingly emotional.<\/p>\n

\u2018I want to work with someone who understands my world.\u2019<\/p>\n

To forge an emotional connection with your customer, you\u2019ve got to know and understand their \u2018world.\u2019<\/p>\n

Being able to speak directly to the pain points of your prospect is a sure way to engage them in your content.<\/p>\n

When was the last time you spoke to a client about their pain points? Don\u2019t assume you know your customer.<\/p>\n

Take the time to get to know their needs early on in the buying cycle, and use this to tailor your communications. Showing you care, that you\u2019re paying attention to the individual requirements of each prospect, is the first step to fostering a meaningful and lasting connection.<\/p>\n

2. Show the people behind the brand<\/h4>\n

People don\u2019t buy from brands, they buy from people. Organisations are not rational and logical things, the truth is that they are full of people, who buy from your people.<\/p>\n

Your company\u2019s greatest marketing asset is not a fancy brochure, but rather the real people who work for you. Making your team visible on the website isn\u2019t enough, nor is social media. Team visibility is about empowering your team to own their voice and let this shine.<\/p>\n

3. The ancient power of stories<\/h4>\n

One of the simplest, easiest and most proven methods of engaging your customers\u2019 emotions is with storytelling. This means crafting and deploying a story that explains the roots of your business, your essence, and why you do what you do.<\/p>\n

If this feels a little uncomfortable to some, then you should take heed, because B2B messaging isn\u2019t so different after all.<\/p>\n

We believe in simplicity. It\u2019s proven to be beneficial. Especially in a complex world where new ideas need to be explained. That doesn\u2019t mean we won\u2019t work with clients who have complex offerings. We love the challenge of unpacking layers of complexity in order to communicate your offering in a memorable way. Like all these things, it starts with a conversation. So let\u2019s talk.<\/em><\/p>","protected":false},"excerpt":{"rendered":"

Although a vast amount of sales have moved online over the last decade, B2B still depends largely on relationships. The complex, lengthy buying cycle means that sales can take months. This is perhaps why B2B sales have a reputation for being more \u2018serious\u2019 or data-driven than its B2C counterpart. When Google and the CEB conducted […]<\/p>\n","protected":false},"author":3,"featured_media":561,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[6],"tags":[],"acf":[],"yoast_head":"\nThe single factor that drives 79% of B2B sales | HarveyDavid<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/harveydavid.com\/the-single-factor-that-drives-79-of-b2b-sales\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The single factor that drives 79% of B2B sales | HarveyDavid\" \/>\n<meta property=\"og:description\" content=\"Although a vast amount of sales have moved online over the last decade, B2B still depends largely on relationships. 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