The B2B sales journey is complex, typically involving multiple small decisions about your brand that lead to a decision to purchase. According to Roy Chitwood, late author of World Class Selling: The Science of Selling and president of global sales training firm Max Sacks International, there are five key impressions that impact B2B decision-making, even if the prospect is not aware of them. By understanding the decisions buyers make throughout their journey, marketers can take strategic actions that meet the needs of today’s B2B buyer.
Five Decisions That Impact Whether a Prospect Makes a Purchase
Chitwood’s timeless advice still guides today’s salespeople. “School is never out for the sales professional,” writes Ron Holm of the Track Selling Institute, which teaches principles developed by Max Sacks and Roy Chitwood. “Our mentor Roy Chitwood said that the more he learned about selling, the more he realized how much there is to know about selling. The most successful salespeople realize this and are eager to learn new ways to improve their selling skills.” Salespeople and marketers understand the best improvement comes from a deep understanding of their customers.
Chitwood provides a foundation for this understanding by acknowledging that all customers make five buying decisions in a precise, psychological order:
- About the salesperson
- About the company
- About the product or service
- About the price
- About the time to buy
Decision #1: About the salesperson.
Chitwood said, “People don’t care how much you know until they know how much you care.” Before the prospect knows anything about your product or service, the buyer makes a decision about the seller. When Chitwood wrote about buying decisions in 2011, the first point of contact was a human being. Today, the first contact a prospect has with your sales team might be an automated email, chatbot or automated phone service. While technology can provide 24/7 support for certain issues, buyers still desire a human touch. It’s important to establish trust, build confidence and connect on a personal, authentic level, even when using automated tools. If a tool cannot address needs, connect the prospect with a representative who can help as soon as possible using their preferred communication channel. Focus on understanding the buyer’s problems, not just making a sale. Most importantly, adopt a customer-centric approach that demonstrates genuine interest in the buyer’s success by considering their challenges, needs and preferences. The better you reflect that knowledge, the more credible you will appear to the prospect.
Decision #2: About the company.
Buyers evaluate your company’s reputation, values, commitment to customer satisfaction and industry expertise. It’s important to showcase organizational successes, strengths and industry reputation through case studies, testimonials, industry awards and accolades. Content such as blogs, articles, webinars, videos and white papers serve as valuable resources for demonstrating expertise and success. Brand image, mission and values also significantly influence a buyer’s decision-making process. A positive decision about the company means that the prospect believes the company will stand behind the salesperson’s claims.
Decision #3: About the product or service.
B2B buyers meticulously scrutinize a product or service to ensure it aligns with their needs and expectations. How you present it will significantly impact their decision. Highlight the benefits of a product, not its features, so buyers recognize its ability to address their problems first and foremost. Provide proof of concept through case studies, success stories, data and published content, but most importantly, by connecting with the prospect personally. When you understand your buyers, it’s possible to tailor your offerings to their specific needs.
Decision #4: About the price and value.
The more value that you have established with the first three decisions, the less important the price issue should be. This is why it is important to avoid the “What does it cost?” question until you have built a strong foundation with the prospect. “If you sense that price could be an objection, emphasize the value you provide as you sell,” writes Holm. “Why? Because people don’t buy price, they buy value.” Once a buyer understands the benefits of your product or service, it’s time to shift focus on the investment. Remember, the decision about price is no more or less important than any of the other decisions buyers make. Start with transparent pricing and clearly articulate the value your product or service delivers in relation to its price, highlighting ROI potential. Consider flexible pricing models that can scale to your clients’ needs and budgets.
Decision #5: About the time to buy.
Timing is crucial in B2B sales. Buyers want to know if the time is right to make a purchase and are influenced by industry trends, market conditions and their own buying cycles. Provide information on marketplace conditions or regulatory changes that may impact the timing of their decision. Create urgency when appropriate, highlighting limited-time offers or promotions. Tailor your sales process to align with the client’s purchase cycle, whether they need a quicker or more extended decision-making period. Holm advises, “If you sense that your prospect may be in the unsure zone and unwilling to make a purchase commitment…sprinkle evidence and stories about why buying sooner than later is in their best interest.” Sales teams should be prepared to nurture prospects with resources and guidance to help clients navigate their internal decision-making processes. Maintain communication without pressure, ensuring clients feel comfortable reaching out when they’re ready to proceed.
The Role of the Sales Professional
The B2B buying journey is typically not a quick or straightforward one. These five determinations shape the complex and winding path that shapes most B2B buying decisions. By understanding and addressing how buyers make decisions, big and small, marketers and salespeople can guide prospects through the sales journey, shorten the buying cycle and convert leads into lifelong customers.
