Unless you target very small businesses, there are typically several people within a company involved in the B2B buying decision.
And each one has both personal and professional needs to satisfy before recommending that your product or service be purchased. It’s wise to bear this in mind as you write your lead generation marketing pieces.
Here are example thoughts your prospect is thinking while contemplating your product offering:
- How will this make our work easier or more efficient? Will it save us money? Will it improve performance of our products? [In other words: How will your product help the company your prospect works for?]
- I’m pretty sure this product will do all it promises. But it does require considerable training to implement. And what if people fight the change? We may not realize its full potential fast enough to satisfy the production department and upper management.
- Then again, what’s the risk to me and my career if I recommend it . . . we buy it . . . and it bombs? Will I get fired? Will I lose the bonus? How badly will my reputation be damaged?
- On the other hand, if this product does all it promises, I could almost be assured of getting that promotion!
That’s a sampling of what could go through the mind of your prospect.
As they strive to do what is right for the company they work for, they can’t help but think about how the decision could impact their own career and ego.
Case studies, white papers, success stories, online video of product demos, etc. can answer the questions going through your prospect’s mind before you have a single conversation with them. Written correctly, they move your prospect along and reassure him/her at every step.
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