The main difference between B2B buying and B2C buying (apart from who the customer is) is the amount of risk involved. If you compare buying a large manufacturing machine with buying a soda, you can see where the elevated risk comes in.

In any buying process there are certain factors that are more likely to persuade a buyer to take the leap of faith than others. These are the main factors that sway the buyer:

Build rapport

Relationship building is crucial for any business but who knew that many people buy from a company simply because they like a particular person in that company? If you place two similar products with similar pricing next to each other, the person will buy from the person they like the most. It is not always about the product but also about how good the seller interacts with the buyer on a more personal level.

Minimise risk

As we have said, risk is crucial in the decision-making of a B2B buyer. You need to sell the decision as innovative not brave as brave implies that it is risky behaviour to partake in. Make sure the buyer knows that others have bought the same product and that it has worked for them. Moreover, provide evidence about the other person’s purchase to put them at ease with their potentially risky decision.

Make the buyer leader of the pack

Make the B2B buyer feel like they are ahead of the curve and innovative for choosing a product or service. Show them the latest new features and how it employs different or better techniques than similar products from competitors. They need to be able to show that their company is ahead of competitors through the simple act of buying your product or service.

Sweeten the deal

Provide the appearance of a deal. Give an extra month free on a license, an obligation-free trial or a free demo. This way the buyer will be able to go to their superior and be able to brag about the fact that they have “won” the contract.

Stroke the buyer’s ego

Make the buyer feel good about going back to their superior with their decision (this ties in to the previous point made about sweetening the deal). Did the deal give them leverage in their company? Did it make other people in the company’s jobs easier? Did it make the team more efficient? Will the purchase reflect positively on the person’s reputation in the company? Remember that B2B buyers also have a lot of personal fear of loss that has to do with their credibility and future within their company, all of which can be soothed by them feeling that they are making the perfect purchase.