Forget the conventional wisdom – B2B buyers are not solely driven by cost and efficiency. A new study reveals they crave choice, connection, and skills growth. Here’s how to tap into these deeper needs to boost loyalty and win their business:
Core Finding: Customers Value Psychological Needs Over Speed
- Choice Trumps Convenience: 58% of buyers prefer choosing from solutions, even if it takes longer.
- Connection Wins Over Chatbots: 74% choose human interaction, despite longer wait times.
- Growth Over ‘Fixes’: 61% want to learn how to solve problems themselves.
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What This Means for You:
Collaborate, Don’t Dictate
- Instead of instantly providing the ‘perfect’ solution, present options. This empowers buyers and reinforces decision-making authority.
Connect with Purpose
- Skip cheesy GIFs and pushy friendliness. Offer insights that genuinely help them with current projects or send industry-specific newsletters.
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Empathy is Overrated
- Knowledge trumps sympathy. They’d rather feel like you know your stuff than simply understand how frustrating their problem is.
Teach, Don’t Just Solve
- Become a knowledge resource, not just a troubleshooting service. This is especially important to attract younger B2B clientele.
Read our blog post on How to write a professional email offering services
The Bottom Line:
Deeper psychological needs often outweigh the desire for quick fixes. Meeting those needs builds trust, turning ‘clients’ into long-term partners.
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