How to use Consumer Psychology Hacks in B2B?
In a way, you are already dealing with consumer psychology when you sit with them, discuss your customer’s problems and march into it with a productive solution. But proper B2B consumer psychology will help you understand why buyers make a purchase when they do.
In this evolved stage of B2B business, it is very difficult to understand what a client is thinking at a particular point in time. Will they cave or will they turn cold? You cannot ever have a right answer to that. Now the good thing is, you don’t have to be a psychologist in order to know how to give them an extra push.
Because We did it for you.
1. Leverage the power of social influence
Yes, social influence means your social media marketing strategies, but when we are talking customer psychology, it also means your name is out in the social circle acting as proof of your claims about your product. Simply put? Referrals.
Similar to the B2C consumer, the B2B consumers are also highly influenced by the recommendation of their peers. In fact, 78% of B2B advertisers say that referral marketing creates good-quality leads. Referrals are a very powerful consumer psychology hack that you absolutely must leverage. Now, the story does not end there. As soon as a prospect discovers about your organization, they will look you up on the internet.
While you are waiting for your referrals to spread, build a strong social media presence on platforms that your prospects are most likely to use. Join groups, engage in discussions – you know the drill. Don’t forget the positive online reviews, of course!
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2. Evoke right emotions via great storytelling
Out of all the consumer psychology methods, one can imply for a good attempt at persuasion, pathos works the best. An emotional angle can make or break a story, and that is what you must master. The most effective way of evoking emotions? Storytelling, yes! that’s the next consumer psychology hack.
Create content that narrates a story. Make it informative. Get creative. Experiment with different narratives, but keep it insightful and engaging. Build an emotional connection with your audience through your stories. Before building up on it, think about the pain points of your audience, the challenges they face while looking for a solution, and their past experiences.
These points will help you make relevant content that will tug right at the strings of their heart. B2B buyers are nearly 50% more apt to make a purchase where they can see the personal value. You can also use success stories from your past clients or influential testimonials from credible professionals.
3. Convince your audience with the right colors
Psychology has always had a deep connection with colors because every shade is a representation of something. The same happens when prospects look at your logo and other graphics that you might be using.
Colors are also capable of evoking emotions. Red symbolizes intensity and love whereas black stands for power. Blue makes one feel light and calm, yellow can boost positivity with a tinge of anxiety, and green makes you feel serene, healthy, and wealthy. 90% of the information processed by the human brain is visual so when you are creating your graphics, make sure you use a combination of colors that align with the purpose of those graphics.
The human brain has this tendency to absorb, process, and respond to colors faster and more efficiently than any text (probably why audiences love video content on brands). Pay attention to the impact on the eyes and choose colors keeping your viewers in mind.
4. Maneuverer the power of credibility
The job of a salesperson in the B2B domain is becoming tougher day by day because a) you have a ton of jobs to do right from prospecting and scheduling appointments to actually meeting them and brainstorming your way to the deal and b) B2B buyers are just so difficult to persuade!
With the evolution of the modern buyer, the amount of work you have to put into persuading them has increased ten folds and so has the buying cycle – by 22% saying the least. The competition has also become so intense that buyers don’t know whom to trust and whom to not.
What to do to gain an edge? Wow them with your credibility. Establish yourself as an expert in the industry. The most simple and efficient way to do this is through your content – blogs, social media posts, eBooks, newsletters, etc. Go all out on data. Use creative out-of-the-box approaches. Get guest bloggers and industry experts to appear on your brand. Make your viewers trust you.
5. Capitalize on B2B-dominated pricing models
In B2B businesses, pricing works in a weird way in influencing your consumer’s psyche towards your product. Generally, the low pricing of a product encourages buyers to take their shot and favor a brand over its competitors. But here, if you have offered your lowest price, it will create a sense of doubt and skepticism in your buyer, all thanks to their innate tendency to avoid risks at all costs.
It has been emphasized time and again, that value matters more to B2B buyers than the price of the product. They are more interested in ‘how?’ than ‘how much?’. Hence. Don’t jump to discounts or floor pricing quickly. Chalk out a pricing-plan according to the service your product can offer them.
Trying to jump over competitors is great, but do not lower your price for that and degrade your service. Charge them intelligently, now that you know what to do.
Bonus: Trigger conversations on controversial headlines!
Have you ever come across a title that did not really match the way you run your business or the principles you stick to? Did you get piqued and spend time reading through it and then spend some more time thinking about it? Did you guess where I am getting at?
Controversial or deviant headlines have the power to stop any eyeball from scrolling. They practically demand to be read. It is an interesting way of getting a conversation started. Pick out something that is widely debated upon in your target audience and give your views on it. Substantiate with follow-up points and proofs. It will create a buzz in no time.
Just be cautious to not overdo it. Because an excess of anything can become a repellent. If your content gets too controversial to even look at, you are going to drive everyone away.
You have upped your marketing strategies and prepared your sales teams extensively. Cold calls and emails, content, and videos are being churned out every single day. The funnel is working properly; the process is foolproof. But something is missing.
Along with your marketing and sales strategies, try to incorporate customer psychology hacks into your efforts. And if you feel you are unable to crack the secret, reach out to B2B marketing and sales consulting firms for expert guidance. Once you can plant yourself in their minds, it will be a lot easier to deal with them and guide them to your products.
Do you also want to capitalize on these popular consumer psychology hacks?
Contact us today and we will take care of the rest!