Lesson
B2B Customer Needs
Story99.com is a Branding & Storytelling Consultancy for B2B, Tech & Deeptech
A business buyer’s primary business rationale | How do you help them in getting this job done? | Possible differentiating lever? |
|---|---|---|
Expand capabilities | ||
Grow / not lose / manage | ||
Save time / improve productivity | ||
Save money / reduce expenses | ||
Quality (improve) | ||
Convenience / Employee well-being | ||
Lower risk | ||
Meet compliance | ||
Align to values & ethics | ||
Info / data / knowledge / insight | ||
Access | ||
FOMO / Acceptance | ||
Power / status / image | ||
Beat competition |
Note: Even in B2B we are still selling to a person (or a group of people who will make a collective decision) and at an individual level, there are many different motivations at work, that we need to be aware of.
See this Google Sheet.
Personal motivation depends on the specific type of business buyer and varies from say a founder to a VP who is essentially an employee. Just check out the above sheet link and it will become clear.
Subscribe to https://learnstory99.substack.com/subscribe where we notify you when we update our existing frameworks and insights around storytelling, marketing and brand-building.
Story99.com is a Branding & Storytelling Consultancy for B2B, Tech & Deeptech
Keep learning with Story99
Get new frameworks and updates in your inbox.