Inside the B2B Buyer's Mind

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Inside the B2B Buyer’s Mind Logical + Emotional = Yes The study of decision-making has dramatically advanced over the past two decades, giving us important insight into which areas of the brain are responsible for processing sales and marketing messages, and how we make complex B2B purchase decisions. Your decision-making relies on a combination of both logic and emotion. Patients with damage in one part of the brain are dysfunctional when it comes to making decisions. Those with damage to the logical portions of their brain are ruled by their most primitive needs, indulging in risky overspending, and gambling. Others with damage to their emotional portion rely only on logic, spending hours reviewing minutia but never reaching a decision. Your brain works as a team Part of your brain is responsible for processing the logical nature of the purchase, performing a cost benefit analysis for various options to arrive at the best decision possible. Logical Thought The emotional part of your brain is responsible for your basic needs and survival, constantly assessing the environment for risks and reacting quickly to keep you safe. This part of the brain needs stimulation in order for the sales and marketing messages to get through to the Logical part of the brain, and be remembered. Emotional Response Most complex purchase decisions are not made with the conscious mind. Most complex purchase decisions you make are done so subconsciously, a “gut” decision, examining the sales and marketing messages you receive against the history of your experiences to arrive at the best decision for you. Gut feelings matter ? When it comes to B2B sales and marketing, you can leverage this decision science, combining answers to the buyers’ Logical + Emotional decision makin criteria in order to get to a “Yes” purchase decision. Source: Incognito: The Secret Lives of the Brain by David Eagleman ROI? Payback? What’s for lunch? What Do others think? Why change? Competitive Advantage? Benefits? Superior Value? What’s in this for me? Costs? Fits My Image? RIsks? Stimulated? Danger? VISIT ALINEAN.COM TO FIGHT FRUGALNOMICS

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The study of decision-making has dramatically advanced over the past two decades, giving us important insight into which areas of the brain are responsible for processing sales and marketing messages, and how we make complex B2B purchase decisions.

Transcript of Inside the B2B Buyer's Mind

Page 1: Inside the B2B Buyer's Mind

Inside the B2B Buyer’s MindLogical + Emotional = Yes

The study of decision-making has dramatically advanced over the past two decades, giving us important insight into which areas of the brain are responsible for processing sales and marketing

messages, and how we make complex B2B purchase decisions.

Your decision-making relies on a combination of both logic and emotion. Patients with damage in one part of the brain are dysfunctional when it comes to making decisions.

Those with damage to the logical portions of their brain are ruled by their most primitive needs, indulging in risky overspending, and gambling. Others with damage to their emotional portion rely only on logic, spending hours reviewing minutia but never reaching a decision.

Your brain works as a team

Part of your brain is responsible for processing the logical nature of the purchase, performing a cost benefit analysis for various options to arrive at the best decision possible.

Logical Thought

The emotional part of your brain is responsible for your basic needs and survival, constantly

assessing the environment for risks and reacting quickly to keep you safe. This part of the brain needs stimulation in

order for the sales and marketing messages to get through to the Logical part of the brain, and be remembered.

Emotional ResponseMost complex purchase decisions are not made with the conscious mind. Most

complex purchase decisions you make are done so subconsciously, a “gut” decision, examining the sales and marketing messages you receive against the history of your

experiences to arrive at the best decision for you.

Gut feelings matter

?

When it comes to B2B sales and marketing, you can leverage this decision science, combining answers to the buyers’ Logical + Emotional decision makin criteria in order to get to a “Yes” purchase decision.

Source: Incognito: The Secret Lives of the Brain by David Eagleman

ROI? Payback?What’s for lunch?

What Doothers think?

Why change?CompetitiveAdvantage?

Benefits?

Superior Value?

What’s in this for me?

Costs?Fits My Image?

RIsks?Stimulated?

Danger?

VISIT ALINEAN.COM TO FIGHT FRUGALNOMICS