Engaging B2B Customers with Design Thinking for a pioneering engineering firm in Singapore
B2B selling faces certain obstacles when trying to execute the sales process to convert customers. Those obstacles mainly relate with the ability to understand the customer. B2B companies are finally following the lead of B2C companies by predicting buyer behaviours to strengthen relationships, and drive more sales.
Predicting B2B buyer behaviours requires us to first realise that a B2B buying process is complex because it involves more than one person. It involves an average of 4 to 5 people known as the Decision Making Unit (DMU). These people play different roles with distinctive needs and pain points. The three main roles in a DMU are Decision Maker, Influencer, and User. The Influencer and User have the potential ability to influence the purchase decision, your organisation needs to find a way to understand these people as well.
Decision Maker Role
The Decision Maker normally seeks solutions that contribute to increasing revenue performance or reducing operating costs. However, they value the service & support and the complete sales experience well above the price.
The Influencer typically seeks solutions that address critical business issues they must resolve. This could be certification issues, legal, health & safety, marketing concerns. Influencers do not actually use the product or service.
The User typically seeks solutions that contribute to quality and efficiency of their operations and output. A User’s needs and pains are distinct from the Decision Maker and they are a strong influence on the decision making process.