As I write in my latest book, The Radical Sales Shift, the B2B buyer of today is different from the buyer of five and fifteen years ago. We’re in the midst of radical shift towards a new way of buying, which means B2B companies have to rethink their marketing and sales strategies.
Just how is the buyer today different? Here are seven key ways the New Buyer is different from her predecessors and what it means for how she behaves when buying.
1. More informed
2. More connected
3. More impatient
4. More overloaded
5. More risk averse
Due in part to the overload and the general increase in pressure within businesses, the B2B buyer today is more at risk than she used to be. It’s easy for sellers to forget that a bad buying decision has a far greater impact on the buyer than on the seller. It could cost her job if things don’t go well. Buyers are understandably risk averse.
6. More abundant
7. More autonomous
Buyers today delay speaking with sales representatives until late in the purchasing process. They want to do their own research, make their own evaluations, and work on their own schedules. Increasingly, this means working outside regular business hours, like during evenings and weekends. The New Buyer wants to be as self-sufficient and independent as possible.
The Seven Differences
In summary, here are the seven factors that make New Buyers radically different from their predecessors. New Buyers are:
More risk averse
These differences are causing a radical shift in the buying process. And when the buying process is radically different, selling needs to be radically different too. Want to know more about The Radical Sales Shift?