Are you interested in learning B2B consumer secrets that can help you grow your sales and revenue? If so, check out this SlideShare deck by Jamie Turner, internationally-recognized author and CEO of 60 Second Marketer and 60 Second Communications.

1. B2B Consumer
Behavior Secrets
60second
communications™
Presented by Jamie Turner, CEO of 60 Second Communications, and
Author of Go Mobile and How to Make Money with Social Media

2. Introductions

3. I’ve written a few books

4. I get on TV sometimes

5. And I’ve helped a
few clients you
may have heard of

6. But the thing I love to do most is to help people like you
SELL MORE STUFF

7. Let’s talk about
B2B consumer
secrets

8. Secret #1:
The second B in
B2B is actually a C

9. That said, there are some distinctions
1. Fewer, larger buyers: The fate of Goodyear is in GM’s hands
2. Close buyer-customer relationships: A paper company may
sell to a chemical company which is also a supplier to the paper
company
3. Professional purchasing: Requests for quotations, purchasing
contracts and proposals are not typically part of the B2C world
4. Several buying influences: More people typically influence the
buying decision
#B2BSecrets

10. That said, there are some distinctions
5. Multiple sales calls: Sales cycle is much longer
6. Inelastic demand: Shoe manufacturers aren’t going to buy
much more leather if the price of leather falls
7. Geographically concentrated buyers: More than half of U.S.
business buyers are concentrated in 7 states: NY, CA, PA, IL,
OH, NJ, MI
8. Direct purchasing: Business buyers often buy direct from a
manufacturer
#B2BSecrets

11. Secret #2:
Sometimes people don’t know why
they prefer one brand over another
Baylor University proved this with a blind taste-test with Coca-Cola and Pepsi.

12. THE STUDY HIGHLIGHTED
THE IMPORTANCE A
BRAND PLAYS IN
PURCHASING BEHAVIOR.
#B2BSecrets

13. Secret #3:
People buy for emotional reasons
and then rationalize their
purchase with logic

14. [Despite what Porsche buyers will tell you, nobody
actually buys a Porsche for logical reasons]
#B2BSecrets

15. Secret #4:
Women are smarter than men

17. Secret #5:
Sometimes people buy for reasons
that “reason” will never know

18. What are people really buying
when they purchase a cup of coffee?

19. Secret #6:
There are 10 questions you should
ask before you launch your next
B2B marketing campaign

20. 1. Who buys our product or service?
2. Who makes the decision to buy the product?
3. How is the purchase decision made? Who assumes what role?
4. What is the customer really buying (e.g., what are the hidden reasons for
purchase)?
5. Why do customers buy our brand?
6. Where do the go or look before buying our product?
7. When do they buy? Are there seasonal factors?
8. How is our product perceived by our customers?
9. What other factors might influence the purchase decision?
10. How do personal or demographic factors influence the purchase decision?
10 Fundamental B2B Questions
#B2BSecrets

21. Secret #7:
The B2B purchase is much more
complex than the B2C purchase

22. • Initiators: Those who request
something to be purchased
• Users: Those who will be using the
product or service
• Influencers: People who influence
the buying decision
• Deciders: People who decide on
product requirements or on suppliers
• Approvers: People who authorize
the proposed actions of deciders or
buyers
• Buyers: People who have formal
authority to select the supplier.
• Gatekeepers: People who have the
power to prevent sellers or
information from reaching members
of the buying center
Go Away
#B2BSecrets

23. mid-sizedA small business isn’t a businesses
Secret #8:
Don’t lump small and mid-sized
businesses together into SMBs

24. 1. Don’t think of a small business as a mid-sized business:
There’s a big gap between $1 million in revenue and $50
million in revenue
2. Don’t waste their time: No entertaining sales shows or sales
pitches over long lunches
3. Do keep it simple: One point of contact
4. Do your homework: The realities of small or midsize business
management is different from those at large corporations
How to Do Business with a Small Business
#B2BSecrets

25. Secret #9:
There are four essential types of
business customer

26. 1. Price-Oriented Customers: Price is everything
2. Solutions-Oriented Customers: They want low prices but will
respond to arguments about lower total cost or more dependable
supply or service.
3. Gold-Standard Customers: They want the best performance in
terms of product quality, assistance, reliable delivery, and so on.
4. Strategic-Value Customers: They want a fairly permanent sold-
supplier relationship with your company.
Four types of business customer

27. Key points to
remember

28. 1. Compared to consumer markets, business markets generally
have fewer and larger buyers, a closer customer-supplier
relationship, and more geographically concentrated buyers.
2. The B2B buying process involves initiators, users, influencers,
deciders, approvers, buyers and gatekeepers.
3. Business marketers must form strong bonds and
relationships with their customers and provide them added
value.

29. About 60 Second Communications
We create mobile, social, content, online display and lead
generation campaigns for some well-known brands

30. Jamie.Turner@60SecondCommunications.com
PH: 678-313-3472
www.60SecondCommunications.com