industrial buying (B2B) is expected to
be a rational decision making sales process,
based on cold facts, it is observed that
emotions do influence this
process. Here "Emotions" may
not be as dominant as in case of consumer
buying, but still dominant enough to give
you pleasant (or unpleasant) surprises.
have experienced there are seven unique
emotional needs that drives
Job Security: The buyer feels safe
purchasing from you and your firm. Because
he believes that you will do an adequate
job, he wont get fired or demoted.
Career growth. The buyer feels
that buying from you and your firm will
give him career points or position him
for higher responsibility/ promotion,
either inside or outside the current firm.
Personal success. The buyer takes
pride in his work and feel that buying
from you and your firm is the right
thing to do based upon his own self-image
as a good guy.
Internal Relationships. The buyer
likes the people hes buying for
and wants them to be happy.
External Relationships. The buyer
actually likes the sales person personally
and therefore wants to please him. Or
he hates the competitive sales person
& wants to make him miserable.
Personal inertia. The buyer sees
buying as the path of least resistance
so that buying from you quickly will let
him return to whatever really interests
Simple Greed. The buyer expects
to receive some sort of personal benefit
for buying from you.
whenever theres a buyer whos
separate from the actual user, he is subject
to one or more of these emotional needs.
Without which sales will not take place.
next time when you meet a buyer, explore
which emotional need/s you need to satisfy.