🕵🏻‍♂️ How B2B buyers want to buy

Written by Adechina Odjo

👋 Hello, I'm Jack BUYER.

Today, I'd like to delve into 7 things I wish marketers knew about me, things that, from my point of view, can make my buying journey more enticing.

Let’s get right into it.

1- I spend 99% of my time NOT buying

The first thing I'd like you to know is that my job title does not automatically equate to buying intent. Do not assume I'm ready to buy just because I hold a certain position in the company.

Do I have challenges? Yes, I do.

Do I have needs? Yes, very much so. But the truth is, they don't always require immediate action (well, not all of them). Time is a precious commodity, and I just don't have the time to deal with everything at once.

Can you help me get things better? Probably, YES. But for now, I'm managing and it’s still cool. 

But wait, there are things you can actually do to get my attention. And that brings us to the next point. 👇

2. Yes, you can still get my attention

The secret sauce to getting my attention won't be your product or service alone, but rather tapping into my passion for learning, entertainment, and building meaningful connections.

Show me something that sparks my curiosity and adds value to my knowledge base. Instead of bombarding me with unsolicited pitches, create content that entertains, educates, and resonates. Skip the generic pitches. Teach me something new without bombarding me with sales jargon. Share success stories, industry insights, or even a witty video that makes me think, "Yeah, these folks get it!"

For instance, imagine receiving a personalized, thought-provoking infographic that combines humor and education. That's the kind of content that won't just catch my eye but keep me hooked.

Now, let's talk about ads. I'm not the guy who clicks on every ad that comes my way. In fact, 99% of them go unnoticed or get a casual click out of sheer curiosity, not because I'm ready to make a purchase. 

So, if you want to break through the noise, make your ad worth my time. Craft something so intriguing that I can't resist taking a closer look. Remember, it's not just about selling a product; it's about building a connection. Be one of those few brands that understand the delicate dance between engagement and pushing me away.

3. Sometimes, my priorities change 

For example, last year, our CEO had a bad board meeting, after we missed our targets two quarters in a row.

And, as 💩 tends to roll downhill, we HAD to do something about it and address the issues immediately.

4. How do I research?

Google is a great starting point, my go-to for quick, factual answers, but when it comes to solving complex business challenges, it often falls short. 

It's not that I don't appreciate the effort, but let's face it - the SEO content out there is like a one-size-fits-all sweater. Sure, it might keep me warm, but it won't save me from drowning in the specifics of my unique challenges. It’s often generic, superficial, and doesn't address my pain points.

So what do I do? I turn to a more human network. I engage in discussions with colleagues, peers, and industry experts in closed communities and group chats where the real magic happens. 

We exchange ideas and share our experiences, and suddenly, I'm not alone in this maze; I come across fellows who've faced similar issues in the past and then I pick their brains. These conversations help me refine my search and discover potential solutions.

5. You have to understand that this process is very frustrating 

I still have all the other stuff on my plate, and I don't really have the time to do this properly.

So, when I want information, I want it 𝙛𝙖𝙨𝙩. And I want it clear and easy to understand.

If you're not providing it, I'm off. 

6. I don’t like talking to (most) salespeople 

As an experienced B2B buyer, I've had my fair share of interactions with salespeople. And let me tell you, it's been a mixed bag. I've met some who were genuinely helpful and knowledgeable, but there have also been others who made me want to pull my hair out.

One thing I absolutely hate is when salespeople try to hide information from me or pass me on to a "specialist" without giving me any context or explanation. I'm not a child and I don't need to be shuffled around like a piece of meat. If you know the answer to my question, just tell me. It will save us both time and frustration.

Also, if there's any potential downside to your product or service, just tell me straight up. Don't try to sugarcoat it or make it seem like there's no risk at all. 

Stop being pushy, overly enthusiastic, and more interested in closing a deal than actually helping me. Instead, be knowledgeable, helpful, transparent, and actually interested in understanding my needs and helping me make the best decision for my business.

7. I never decide alone 

As I share my findings with my colleagues and my boss, they bring new information and ask questions I haven't considered.

Sometimes, it's a showstopper, and I need to look elsewhere — or even go back to the drawing board and look at a different category.

Or, priorities change again, and we decide to deal with the problem later.

And no amount of follow-ups (or worse, made-up time-sensitive opportunities) is going to change that.

I still enjoy learning, entertainment, and connecting with people.

Keep doing that, so you're top of my mind when the priority shifts again.”

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Adechina ODJO