Marketing to Women Online

B2B Buying And The Power of References

  

I had a great interview with B2B expert Barbara Weaver Smith, president and founder of The Whale Hunters. We talked about how big companies and women have similar buying processes. Feedback on the call was awesome.

If you missed the call, you can listen to the recording. Register for The Whale Hunters' FREE Pier9 Basic membership to access the call. Register here. One of the teleconference attendees shared an amazing story with me after the call which I'd like to share with you.

The power of references - How a small company landed a big client

Todd Rimer is the Principal and Director of Business Development at CN Design & Marketing, located in Anderson, Indiana . CN Design & Marketing serves clients in the areas of branding and rebranding, the introduction of new services and products, the expansion into new markets, and with aggressive growth and promotion.

Here's Todd's story:

How Big Companies Buy Like Women Teleconference

Want to close more business with more big companies? Think like a woman. It may sound counter-intutiive, but big companies buy more like women than men.

I've done a lot of research on the B2B sales and buying process. I noticed amazing similarities in how businesses buy and how women buy.

I'll be talking about this with B2B expert Barbara Weaver Smith, president and founder of The Whale Hunters in a free teleconference.

Join us Wednesday, June 15, for this free teleconference. 9 am Pacific (and Arizona); 10 am Mountain; 11 am Central, 12 noon Eastern. Get more information and register now.

 

Why You Need Women On Your B2B Sales Team

 Why do you need women on your B2B sales team?  There are two big reasons:

One- Women bring natural advantages to the table when it comes to the B2B sales process. We'll talk about those in just a minute.

Two -More and more women are on the B2B buying team.   You're going to see more and more female purchase officers, compliance officers ,office managers, and in risk-assessment.  If you're selling to business owners, you're definitely going to be selling to more women.

Let's break it down.

Women bring natural advantages to the B2B sales process

1 - Women are experts at reading a room.  Research has shown that women are better at reading facial expressions and emotion, and at reading body language.

When you're presenting to a team, women can pick up clues as to who is with you and who isn't. 

B2B Buyers and Women Have Similar Buying Processes

 
When you think of the B2B buying process, you think of a logical, linear, factual buying process.  In a nutshell, more of a typical male buying process.

But there are actually more similarities between the B2B buying process and a typical woman's buying process.

I see you shaking your head and going, "No way."

OK.   Take a quick quiz:

A couple is planning a family cruise.  Is it the man or the woman who is:

1. Worried about what health facilities are on board in case someone gets sick?
2. Pushing to get travel insurance, so in case something happens and you can't go, you won't lose all your money.
3. Thinking most about what the kids would like to do, what their spouse would enjoy, and how to plan a trip that can accommodate your mother with the bad hip?
4. Willing to make a decision based almost entirely on what their best friend recommended?
5. Doing research online every night comparing cruise lines, itineraries, reviews, cabin amenities, flights, and required documentation?
6. Would prefer to talk to a cruise representative face to face before committing?

How many of you answered "the woman" to at least 4 questions? 5? All 6?  The above "decision factors"  are also the decision factors that are key to B2B buying decisions.  

Enquiro - The BuyerSphere Project

Don't take my word for it.  Take it from the experts at Enquiro.   They conducted an in-depth B2B buying process study with survey responses from over 3,000 participants.   You'll find The research and their conclusions at b2bexpertseries.com.   Enquiro and their partners in this study have a series of webinars, white papers, and even a book by Gord Hotchkiss- The BuyerSphere Project - How Business Buys from Business in a Digital Marketplace.   If you're in B2B space and you haven't seen these insights yet, run, don't walk to b2bexpertseries.com.  Seriously.

How B2B Buyers and Women Have Similar Buying Processes