B2B (business-to-business) buyers are not the same as they used to be. They’re faster, smarter, and expect more. Here’s what’s different — and what businesses need to do about it
Online First
Most buyers now start online. They check out products, read reviews, and compare options before they talk to anyone.
What it means: Your website is like your shop window — it needs to be helpful, clear, and professional
Younger Buyers = New Expectations
Millennials and Gen Z are now making big decisions. They care about speed, honesty, and values like sustainability.
What to do: Be real, speak clearly, and share your purpose. Use social media to connect with them.
They Want Personalized Content
No one likes boring, generic emails. Buyers want relevant info that matches their needs.
Tip: Use smart tools to send the right message to the right person at the right time.
They Stay Hidden Longer
Buyers don’t want to talk to salespeople right away. They do most of their research in private.
What helps: Give them useful tools like case studies or calculators - without forcing them to fill out a form.
More People Are Involved
Buying decisions now involve a group — not just one person. That means slower, but deeper, thinking.
Help them out: Give your contact person inside the company all the facts and tools they need to convince others.
Ethics and Values Matter
Buyers care about who you are, not just what you sell. They want to know if your company is ethical, eco-friendly, and inclusive.
Be open: Share your values and how you do business — not just your features or pricing.
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