How the Buying Experience Works in the B2B Marketplace

Devising a plan to offer a positive buying experience to the B2B customer is complex.

Analysing the path of the buying experience of customers has also become essential in the B2B market, as well as in the B2C market.

This is because, in the current historical period, we are experiencing an increasingly thriving digital-first phase and corporate customers, given the high comfort already achieved in private life with self-service digital purchases, of products but also of services, prefer this method also in the professional field. Where does the difference lie? In the definition of the correct buying experience.

A vitally important process

Hence, it becomes absolutely necessary to carefully observe the buying experience process and all the key elements that determine the successful transition from potential customer to actual customer.

A survey carried out in the B2B market showed that 77% of buyers believe that online shopping is too complicated, resulting in them abandoning the customer journey. Customers have little time to invest in searching for solutions and very often have to take too many actions to search for useful information.

The B2B buying journey

• Before putting into practice what we need to optimise the buying experience in the B2B market it is crucial to consider how customers navigate their way to the final purchase.

A person's buying experience is divided into several stages, which are not linear, but synergistic with each other, where each one leads to the next.

• The initial phase of a potential buyer is awareness, where he realises he has a problem to solve. In this phase it is crucial to attract qualified traffic using crucial elements such as keywords, blogs, social media.
• The second phase is the consideration: the customer has finally realised what the solution to his problem is, and assesses which of the competing products offers the best option for his needs.
• Then there is the decision phase, in which the user has determined which purchase is suitable to meet his or her needs.
• The penultimate phase is the post-purchase phase, in this phase the person is using the purchased product and evaluating whether or not it meets the expectations brought about by the promise made by the provider.This is a delicate and important step in the analysis of a profitable buying experience; focusing on CRM (customer relationship management) is today among the most effective methods to ensure a good level of retention, i.e. the bond of 'loyalty' between customer and provider. By working in this direction, the likelihood of repurchase increases, as does the likelihood of securing a valuable user in the case of subscription services.
• Finally, the customer moves to the phase of re-purchase, i.e. he is considering whether buying the product again (renewing the subscription or buying the upgraded version) is still the best option to solve his problem. This choice will be made based on the level of satisfaction with his buying experience.

How to make the customer's buying experience positive in B2B

Once you have thoroughly analysed the various stages of the prospect and its behaviour in them, you must adapt your platform and implement a series of tactics aimed at making its buying experience as positive as possible.

The most incisive way to accompany him in this flow is to follow these steps:

1. Emotionality and speed
2. Demonstration of competence
3. Customer digital onboarding

1. Emotionality and Speed

To best meet the needs of potential customers in the B2B market you need to get inside his mind:

• What are his expectations at each stage he goes through?
• How does the need awareness take place?
• What sources does he draw on?
• In what resources does he have confidence?

Empathy plays a very important role: the buyer is a human being and at the same time the supplier must also prove that he is not a 'machine' for the sole purpose of selling. You have to be accurate and quick in answering questions, showing that you have clearly understood the buyer's needs and the scenario he is in

The speed with which the company responds to the customer is substantial and doing so in advance is even better. Giving all the necessary information on your own site is a winning move, as potential customers will not have to go to competitor sites to look for alternatives.

It is therefore advisable to be as transparent and honest as possible, highlighting every feature, including terms and conditions, comparisons with other brands (even the cheaper ones) and keeping up-to-date in case of updates, problems, solutions.

2. Demonstration of expertise

It is enlightening to know that 92% of users, before buying, rely on online reviews (which does not necessarily always look good, beware of haters!). Most of the time they have to use other platforms to do this research, which pushes them away from the site.

To gain their trust, therefore, you must try to acquire as many positive reviews as possible, as well as having a dedicated category within your own website. Of course, you cannot only have positive reviews to be credible, as even the best brands on the market have some negative comments from customers.

The important thing is that these are reduced to a minimum and that the response from the company is clear, comforting and professional, to win back their trust.

3. Customer Digital Onboarding

After the B2B customer has completed their buying experience it is imperative to continue to take care of them, showing them that you care about their satisfaction and that the solution they purchased actually solves their problems (this is where customer success comes in).

With a good Digital Onboarding programme, you will be able to maintain contact and offer valuable elements such as instructions and useful information to make the most of the services purchased. An effective onboarding strategy is to tell new customers the value of the company, what it can guarantee them and why you have an interest in their success.

Result: growth and development

Devising a plan to deliver a positive buying experience to the customer is certainly complex, but it is a unique method of improving sales results, even when operating in the B2B market.

The buying experience thus becomes the potential fulcrum for company growth and development: keeping abreast of the marketing roadmap will support this evolution in a constant and increasingly efficient manner.

‍