B2B buying decisions are never entirely logical

No purchasing decision is ever based purely on logic
Eggs with faces painted on. No business decision is based purely on logic

In B2B marketing we need to understand that no purchasing decision is ever based purely on logic.

It’s interesting however, that most B2B marketing tends to focus on the rational.

Most businesses tell us what they do and how they do it.

They’ll talk about the features, the pricing, the service.

But all too often, businesses fail to tell us the “why”.

Simon Sinek argues (correctly) that “People don’t buy what you do, they buy WHY you do it”.

Great brands focus on the “why” first.

We buy from brands that believe the same things we do – brands that ‘connect’ with us.

The features and benefits are important – but they come second.

When multiple decision makers are involved in the buying process, these rational reasons to buy help us to justify our decision to others – logically.

So yes, get your ducks in a row on that front.

B2B sales can be complex, and the rational (often boring) details needs to stack up.

But we don’t stop being human when we come to work.

Humans are emotional beings.

So think about your “why”. Get them a compelling reason to listen to you. Capture their imagination. Connect on a human level.

Then sell them your widget.