Want To Become A B2B Buyer’s Dream? Solve These Frustrations
B2B buyers have problems. A recent survey by SAP found that the average B2B buyer is approached by sales people 64 times every single week. With so many folks vying for their attention, it’s no surprise that they get a bit annoyed and frustrated with their work. So, how can you stand out from the others and become the sales person they want to do business with? The answer is simple. Solve their frustrations.
Imagine that you work a job where many of your frustrations are caused by other people (you may already work in such a position). What if one person didn’t cause the frustrations most of the others did? What if they even solved many of these pain points for you? Think about how much more likely you’d be to want to work with and even buy from them. It’s time to become that person they’re hoping for.
Find Their Frustrations
The same SAP study that found B2B buyers are approached 64 times every week also identified the biggest frustrations those buyers experience. By being aware of these points, those looking to sell can avoid causing headaches for them and stand out from the others causing them to want to pull their hair out.
Looking at the chart above, we see that the biggest frustration for most B2B buyers is aggressive salespeople. Knowing that, it may be time to change up your sales tactics. Too much contact and over persistence also rank up there and is closely tied to the aggressive sales. Not knowing enough about the product you’re selling is also a huge pain point for most. Knowing what buyers don’t like allows you to modify your approach to give them what they do and stand out from the rest.
Fleece Them Of Their Frustrations
Based on the findings of the study, we can see that every single one of the frustrations they have is solvable. Tone down the aggressiveness. Learn everything about the products you’re selling. Don’t read from a sales script. And never forget the customer just because the contract is signed. By changing these behaviors just a bit, buyers are far more likely to be open to listening to your sales pitch and more willing to work with you.
Problem solving starts with identifying the issue. In this case the top issues B2B buyers face is clear. By making changes to how we approach buyers and being aware of these frustrations, those looking to land a sale can cut through the rest of the pack and make themselves much more appealing than the rest. You’ll be far more successful when you aren’t part of the problem.
