Many marketers believe that one of the key differences in B2B and B2C marketing is that B2B purchase decisions are more rational. While it is true that businesses usually include more people in the process, and there may be more analysis and justification, that fact is that B2B purchase decisions are ultimately made by people. And people are not always rational.
In our last blog, we made a case for motivational selling strategies over simple persuasion. Motivational strategies take advantage of marketing materials that connect with customers’ values, a compelling connection that establishes an internally-driven desire for the brand, leading to brand advocacy, and creates long-term financial and brand success. Of course, motivational strategies sell also, but not by simply addressing transient need states, appealing to price, benefits or features, or by comparing themselves to competitors.