Personal Motivations: 3 Steps to Identify Your B2B Clients:- The relationship with B2B customers involves placing a great deal of importance on the perceived value a customer will value your offer. Before proposing a product or service, a salesperson first sells “value” to solve a particular “problem”. In many sales situations, this problem takes on dimensions other than the rational notions of supply or optimization. Beyond the stakes of your product or service, a decision maker will often be influenced by his own professional concerns.
Personal Motivations Clients
Can we still do without knowing the personal motivations of our customers? At the time of the digital transformation of the commercial function, mastering and exploiting the most relevant customer information – notably via a well-informed CRM tool – becomes a key competitive advantage. Moreover, this dimension is also significant in the sense that an important purchase decision is often to send a message to its organization as:
- The role he seeks to play in the company: embody performance, be the “innovator”, be a guarantor of stability, etc.
- The degree of expertise that it seeks (or not) to achieve in relation to your specialty
- The social status and level of credibility attributed to it – and the one it seeks to achieve
- Its degree of sensitivity to incentives – especially for the position of buyer
- If it wishes to act in continuity or in breach of the decisions taken in the past
Achieving this level of customer knowledge will then allow you to build an offer that can help your clients find a consensus between their choices and aspirations. We summarized the 3 key steps to take into account the relational and personal dimensions that weigh in the buying decision of your B2B customers.
A Successful Qualification as a Starting Point
The idea is to first list all the shadows surrounding the purchase decision. This first step is important because it requires a degree of completeness and a fine analysis. Leave little chance to intuition: place to observation. A first method that is widespread but not sufficient will lead you to define the SONCAS of your customers: Its relationship to the decision in terms of Safety, Pride, Novelty, Comfort, Money and Sympathy with regard to your offer in general. This first approach is more like a kind of primary basis for your reflection. It can be quickly set up during a well-conducted qualification. However, each of these dimensions needs to be further explored. For this, do not hesitate to use the “Small talk”.
Build on the ambition of decision-makers, then, at the limits of the SONCAS approach is the notion of ambition. This is the most important dimension of your research, but also the most complicated to clear up. What are your client’s aspirations in the business? In his area? How does it perceive its expectations? What degree of expertise does it seek to achieve? How it projected in the future and what is are the keys to success that will be needed? The whole articulation of your offer may depend on these answers. The idea, to obtain them, is to adopt a more consultative role in order to promote the informal relationship. Also analyze how your client describes himself on professional social networks. For example,
Establish the “Psychological Profile” of your B2B clients
Finally, the third dimension of your study will focus on your client’s psychological preferences and key decision criteria. What psychological mechanisms are likely to trigger it? How does he prioritize his choices? Should you leave him a significant amount of creativity (for example, to tailor your solution to his needs)? On the contrary, does he reason in such a way as to favor a single “turn-key” solution? Does he have a more Cartesian mind? The more accurate your analysis, the more you will be able to decipher what triggers the famous “click “in your customer. In practice, this information is very difficult to obtain. The best way to find out more about this aspect is to find best prescribers:
This approach, centered on the personal motivations of your clients, is a formidable asset in terms of commitment and loyalty: provided it is part of logic of trust and benevolence. The whole objective of this approach is to be able to better respond to the problem (s) of your customers. This is to personalize your offer. Select your communication channels, adapt your content and your speech to meet a wider spectrum of customer expectations.
Learn how Incentive can help you better understand and organize information from your B2B customers. Develop your customer knowledge strategy by making it easier to trace key information from the field.