The Three Basic Types of Buyers
Three kinds of buyers exist in the B2B market: Visionaries, Pragmatists, and Conservatives. Because these are very different types of decision makers, they respond to very different messaging.
| Characteristics | Role of Content & Messaging | |
| Visionaries | Visionaries constitute a mere 15% of all B2B buyers. This group spends more than average before they hit the buying pain threshold. They are always in pursuit of competitive advantage and are willing to take big risks to gain big wins. | Visionaries are attracted to the new and first of a kind. They don’t mind that no one has used the product or service before. They buy based on the promise of “game-changing” advantage. Content and messaging should show “possibilities” rather than what is already proven. Words such as “latest”, “bleeding edge,” and hyperbolic statements in general are OK to use. Change is everything. Vision is the key here. Product position is the goal. |
| Pragmatists | Pragmatists typically make up a third of B2B decision makers on average. Generally, they view themselves as rational, numbers oriented, and unemotional decision makers. They typically look for incremental improvement in productivity and are willing to spend more to get more. | Pragmatists look for quantifiable evidence before they make a purchase decision. White papers, case studies and ROI calculations (not brochures) are what they typically want to see before they begin serious evaluation. Statements must be measured and low key—key phrases include “benchmark”, “A/B testing”, “cost benefit analysis” and so on. Market positioning is what works best. Change is not an issue as long as there is demonstrable value with change. Market position is the goal. |
| Conservatives | Conservatives love saving and hate spending. Approximately a third of B2B buyers are conservative. Conservatives value price discounts more than additional features. They would rather pay less for something they already receive rather than pay the same for more features or capabilities. Therefore, it is very hard to sell new products and upgrades to conservatives. | Conservatives respond to “establishment” marketing—how long you have been in business, how many customers you have, what recognizable companies are your customers, etc. Words such as “oldest” draw them in., Change is the enemy, and companies that sell to conservatives must communicate that they will not change anything. Company positioning is the goal. |
A recent SAP study found that only 52% of B2B buyers believe their most recent purchasing experience met their expectations. Approximately 91% of all companies have increased their expectations of B2B interactions in the last two years. This failure in B2B sales is due to sellers falling short in three key areas:
Buyers Want Personalization
The 21st century has brought about an era of customization in B2B relations and sales. B2B buyers want sellers to present them with individualized and customizable solutions and purchasing processes. Most businesses attempting to sell to other companies use generic marketing messages and content that is mass circulated to every potential lead. This approach is outdated and fails to generate leads. Buyers want sellers that consider and market to their unique challenges and priorities. They demand that sellers provide metrics-based, scientific approaches that create.
Buyers Want Value
B2B buyers are tired of hearing generalized pitches from sellers. Instead, they want to hear messages full of new information about their industries and business concerns. A recent LinkedIn report revealed that buyers are five times more likely to engage with sellers that provide them with new insights about their businesses. Buyers require hard data and unique insights, not standard cut and paste sales messages, to engage in a transaction.
Content
The creation and distribution of content is key. B2B buyers are increasingly dependent on written content to guide them through the purchasing process. On average, buyers review a minimum of three pieces of copy in any given buying scenario. A 2014 Demand Generation survey of 600 companies found that 65% of businesses rated content as the most significant influence in a purchasing decision. It is important to note that content produced and distributed to generate B2B leads and clients must contain new, quality information that buyers were previously unaware of in order to be effective.
Read more about how B2B selling has changed over the years, and what B2B buyers want from B2B sellers.