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5 Aspects Of Buyer Psychology To Address For B2B Sales

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With the influx of technology in every possible domain of human interaction, we have an app or tool for every transaction. Even then, surprisingly, when it comes to sales, tools are effective only to the extent of facilitation. When it comes to closing deals, it’s still not possible to replace face-to-face meetings. What is it about these interactions that is hard to replace even with top-notch technology? Let’s dig deep into the buyer psychology to understand why face-to-face meetings still play an important role in closing deals.

1) Purchases are emotional, not just logical decisions: 

Logic leads a person to shortlist from all available options. But when it comes to making a decision, humans have an innate tendency to go with their emotional triggers, gut feeling as some may call it. Neuroscientists believe that each time we have to make a choice, our left brain (logic) struggles with our right(emotions). Our emotions are driven by experience and expectations. Therefore, we are most likely to make a purchase decision based on a logically supported emotion, rather than logic without any emotion.


2) The ego of a buyer:


Your prospects are individuals who are interested in knowing what’s in it for them.It’s not just about them personally, but also where they’re at in their company that affects their decision making process. While selling to them, you need to be intensely aware of your products’ value for their position, how it will solve the problems they face and help them strengthen their position.


3) Suspicious streak of the buyer: 


When someone is shelling out their hard earned money or their professional credibility by buying your service, it is expected that they’ll be suspicious of any hidden costs. That’s why it is important to establish trust and credibility with a prospect, enabling them to understand how your product would genuinely help them solve a business problem. Consultative selling has emerged precisely to address such fears of the buyer psychology, especially when multi-million dollars deals are involved.


4) Person-to-person communication:  


No matter how easily we communicate on Skype or Google Hangouts, it is only through personal interactions that we usually reach a decision. Research shows that human brain is wired to manage social interactions. That is why stories are important. Stories with names, quotes, photos are engaging, and they keep the selling happen.


5) The physical experience of the product:


This is why we have demos. However, it’s not just the demo or the product that gets you the cheque. The buyer would like to know who he’s going to deal with after the product is sold, how efficient will customer service be and overall, if he’s dealing with a team that can understand his problems rather than just sell a product. Make the experience great, and you have a fan for life.


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