This transcript excerpt discusses whether B2B customers buy primarily because they like and trust the salesperson or because the product delivers measurable value/ROI. The speaker argues that delivering ROI is a baseline expectation, many products are similar, and therefore likability, trust and familiarity often tip real-world buying decisions—especially as more of the sales process moves online. The piece synthesizes both schools of thought and emphasizes the role of online experience in building trust.
Chapters
During a recent conversation with a senior account executive, she stated that her customers are not buying from her because of the great product she sells, but because they like her. Is there evidence to support this notion? After all, the saying goes, people will forget what you said, people will forget what you did, but people will never forget how you made them feel. So it is often said that customers buy from people they like. While we don't usually buy from people we dislike, there is one more dimension. Customers buy from people they like and trust. And now there is a third component. People do business with people they like, trust and know, especially in the business world. And consequently, a lot of B2B purchasing decisions have more to do with the relationships the buyer have with the salespeople and less to do with the product or service. But there are other voices sharply contradicting this notion. They say buyers are not in the front. Business buyers are in the improvement, growth and opportunity. Business buyers need solutions that give them the ability to meet and exceed their goals. Therefore, value trumps likability every time. As a seller, be valuable, not liked. And they add that there's a lot at stake for today's B2B buyer to buy from you just because they like you. Clients are busier than ever before, they're more decision makers, and ROI is king. Between these two schools of thought, allow me to add my own thinking 1. Delivering an ROI or an improvement is an assumed given for any product. No1 in B2B buys Nice to haves. It is not an actual buying reason. Number two Very few products are standouts. Most are competing with other very similar products, and sales teams work hard to communicate a unique value proposition that often is only inches away from the competitor. I've seen my fair share of irrational decisions made in B2B buying, where despite demonstrating ROI, improvement and growth, the decision went the other way. And this is precisely where trust, familiarity and likability come in and can make a difference. And since we're in a time where more and more sales are moving online and an ever increasing share of the sales process happens, virtually the same holds true online. While your website can share all the rational reasons for why your product is the best, no one will buy unless they feel they get to know you have a likable online experience and develop the trust that the product or services delivered actually meet the description provided.
