Self-image and B2B sales: understand the importance of mobilizing your customers to be successful in business
Posted: Sun Dec 22, 2024 8:36 am
In the world of B2C (Business to Consumer) sales, the maxim that establishing a connection between the brand and customers is essential to sales success is widely held. After all, consumer sympathy is a key factor in selling a product or service.
In B2B (Business to Business) sales , however, this culture is still somewhat lost. And do you know why?
It is still not clear among companies that, in order to sell products or services to other companies, it is also necessary to establish a connection with people, after all, they are the ones who make the purchasing decision.
The decision to invest in sales using the rational side, guided taiwan email list only by numbers, is a mistake that many companies make in B2B sales . According to a survey conducted by CEB Marketing, understanding the personal motivations – especially around identity – of key people in a company's decision-making is as important as convincing them that your solution or product is the best. For this reason, it is so important to invest in the company's self-image and think in a broader way, even more so with the increasing presence of people involved in a company's purchasing decisions.
How self-image impacts B2B sales
Currently, five to six people are involved in a company's purchasing process. At this point, it is essential that the company selling a given service or product has an integrator, that is, a person who can bring everyone together to reach a consensus to close the deal . This member of the company is essential to the success of the transaction, as he or she reflects the company's commitment and determination to close a deal.
To give you an idea of the importance of changing companies’ perceptions, a survey conducted by CEB Marketing with 4,000 buyers involved in a B2B transaction and 70 different suppliers showed that the vast majority consider three factors as essential to closing a deal: the value of the company, the value of the professionals and the value of identity. Below, we will talk a little about each of these aspects:
Company Value: This aspect encompasses how your offering helps consumers scale the other company’s level – whether by achieving operational goals or increasing customer loyalty;
Professional value: assesses how an offer can improve the individual productivity of employees, ranging from improving productivity to facilitating processes;
Identity value: talks about the changes in employee identity that a business can provide. An example is an increase in pride in working at the company, respect from colleagues or a sense of community.
Analyzing the various aspects of a negotiation and the importance of improving self-image for a successful partnership between companies, the research concluded that the most effective way to mobilize everyone in the client company to accept your offer is to ensure that the company is certain that you will increase its identity values, contributing to improving the perception of employees and the company as a whole.
Want to see an example of a good B2B campaign? In 2014, industrial supplier Grainger launched a commercial titled “Downtime is a real downer .” Identifying production managers as its target audience, Grainger used one of these employees to mobilize people responsible for making purchasing decisions within a company. Connecting aspects such as pride in work and a sense of importance in what they do, Grainger invited companies to adopt its solutions, mobilizing the emotional side of decision-makers, which increases trust in the business.
Facilitating consensus building at the time of decision-making is a key task for you to be successful in a B2B business. Therefore, make sure that your company inspires and motivates people with its solutions and services. This is certainly the safest and most reliable way to expand and maintain your success.
In B2B (Business to Business) sales , however, this culture is still somewhat lost. And do you know why?
It is still not clear among companies that, in order to sell products or services to other companies, it is also necessary to establish a connection with people, after all, they are the ones who make the purchasing decision.
The decision to invest in sales using the rational side, guided taiwan email list only by numbers, is a mistake that many companies make in B2B sales . According to a survey conducted by CEB Marketing, understanding the personal motivations – especially around identity – of key people in a company's decision-making is as important as convincing them that your solution or product is the best. For this reason, it is so important to invest in the company's self-image and think in a broader way, even more so with the increasing presence of people involved in a company's purchasing decisions.
How self-image impacts B2B sales
Currently, five to six people are involved in a company's purchasing process. At this point, it is essential that the company selling a given service or product has an integrator, that is, a person who can bring everyone together to reach a consensus to close the deal . This member of the company is essential to the success of the transaction, as he or she reflects the company's commitment and determination to close a deal.
To give you an idea of the importance of changing companies’ perceptions, a survey conducted by CEB Marketing with 4,000 buyers involved in a B2B transaction and 70 different suppliers showed that the vast majority consider three factors as essential to closing a deal: the value of the company, the value of the professionals and the value of identity. Below, we will talk a little about each of these aspects:
Company Value: This aspect encompasses how your offering helps consumers scale the other company’s level – whether by achieving operational goals or increasing customer loyalty;
Professional value: assesses how an offer can improve the individual productivity of employees, ranging from improving productivity to facilitating processes;
Identity value: talks about the changes in employee identity that a business can provide. An example is an increase in pride in working at the company, respect from colleagues or a sense of community.
Analyzing the various aspects of a negotiation and the importance of improving self-image for a successful partnership between companies, the research concluded that the most effective way to mobilize everyone in the client company to accept your offer is to ensure that the company is certain that you will increase its identity values, contributing to improving the perception of employees and the company as a whole.
Want to see an example of a good B2B campaign? In 2014, industrial supplier Grainger launched a commercial titled “Downtime is a real downer .” Identifying production managers as its target audience, Grainger used one of these employees to mobilize people responsible for making purchasing decisions within a company. Connecting aspects such as pride in work and a sense of importance in what they do, Grainger invited companies to adopt its solutions, mobilizing the emotional side of decision-makers, which increases trust in the business.
Facilitating consensus building at the time of decision-making is a key task for you to be successful in a B2B business. Therefore, make sure that your company inspires and motivates people with its solutions and services. This is certainly the safest and most reliable way to expand and maintain your success.