Most marketeers and CxO’s assume B2B marketing is rational. However this is incorrect as in B2B marketing often emotions and reputations are being used.
- This Product will increase your productivity with X%
- This Solution will decrease your Total Cost of Ownership with Y%
- Our Product will give you confidence
- Our brand stands behind this Solution
- This Product is used by the top companies in your business
- This solution has this long reference list
Rational Marketing issues
The issue with Rational Marketing is that it is hard to proof during the sales pitch. How can you proof your numbers are to be trusted ? How can the decision taker believe your measurements are correct and not biased ?
Why should someone believe your numbers ?
Emotional and Reputation Marketing benefits
Emotional and Reputation can be played out much more easily during a sales pitch.
Emotions and reputation play a much bigger role than the Rational Marketing as decision takers, influencers and purchasers will always avoid risks for reasons of job security. It is much easier to explain your decision if the brand is well-known and the reference list is long as then you rely upon decisions made by your peers. These are ‘me-too’ decisions which avoid as much risk as possible.
The issue with references is to have obtained these projects and sales and to be allowed to use them as a reference. Reference lists are hard to build.
Product complexity kills Rational Marketing
The more complex the product or solution the less people will really understand it thoroughly. Moreover most manager, influencers and decision takers don’t have enough time to invest in order to entirely understand how the solution works and know or see the disadvantages. Instead they will trust upon the salesman, the reference list and the brand name which will give them confidence in their decision.
Reduce or remove risks
The biggest challenge for the salesman is to minimize risk or take away as much risk as possible as the function, features, advantages and benefits can be found on the company website or in any review.
What do you use Rational, Emotional or Reputation Marketing ?