The new B2B selling environment requires sellers to understand how buyers are making decisions. Buyers are seeking brand strength and expertise in the sellers they choose to interact with. You can optimize these assets, among others, to overcome objections that are increasingly common in this competitive market.

The B2B Buying Experience and Overcoming Objections

New research from Dentsu underscores just how much the B2B buying experience has changed in recent years. More buyers are allowing personal factors to influence their decision-​making. Yes, they still consider details such as competitive pricing.

But they are also seeking solutions that “align with personal values.” 

Keep in mind that the BtoC buying funnel can be quite simple. In comparison, the B2B buying process is rarely linear.

How Branding Impacts Buyer Decision-Making

Your B2B prospect often feels vulnerable when making a major purchase decision. If they select a solution that doesn’t work out, their reputation will take a hit. To protect themselves, they select the least risky alternative. 

Often, this means going with a known brand. Nearly half, 46%, of B2B buyers look for vendors with experience, according to our recently published B2B BuyerSCAN study. In addition, 39% check out the number of years a company has been in business.

These numbers confirm the Dentsu research which found that buyers are looking for a good brand. Specifically, they want vendors that feel “safe” and that are “active thought leaders.”

Optimizing Brand Value

As you consider how to overcome objections, you should strive to be included in the vendor set being evaluated. Being included requires you to be visible.

You can start by publishing articles on important industry issues. Don’t overlook the value of commenting on work published by other industry leaders. Stay connected by attending conferences where you’re likely to meet top prospects.

You’ll find it easier to maintain your knowledge of industry trends when you use a platform like SalesCred PRO. This platform will regularly feed you valuable information for the industries you select.

Buyers also want to learn about other companies that have found value in your brand. Whether you present success stories at conferences or post them online, share the good news. When satisfied customers give positive testimonials, buyers will notice.

Keep in mind that effective branding gets you on the buyers’ vendor list. Denstu research shows it also can lead to a shorter sales cycle (27%). This detail is especially critical as the typical B2B sales cycle now runs to 379 days.

Personalized Solutions

Making it onto a list of vendors is an important part of the competition to sign a deal. But once you are there, buyers will scrutinize every part of your offering.

A significant percentage of buyers, 68%, fail to see the difference between vendor offerings. This news may be especially discouraging for your marketing team to hear. But differentiating your solution is an opportunity to overcome objections.

After evaluating what’s most important, you can emphasize the features of your solution that will meet your buyers’ pressing needs. In the past two years, fewer buyers in the Denstu survey reported being “delighted” by vendors. These buyers expect expert diagnoses of problems and customized solutions.

How can you improve your score on the “delighted” scale? Start by interacting with each member of the buying team. Sellers often encounter larger buying teams now. Around 40% of buyers use a team of between two and five individuals, according to our B2B BuyerSCAN data.

You may be tempted to customize your communications to the most senior person in the group. That might be a mistake, especially if there’s an “endorser” or “champion” on the team that’s evaluating you. Take the time to learn what’s important to each person on the team.

Media Campaigns Require Trust Building and Creative Storytelling

Back in the day, B2B advertising campaigns may have been dry and humorless. They may have been filled with data points. There’s a reason why sellers changed those campaigns.

They didn’t connect with their target audience. B2B buyers are people with unique interests, concerns and passions.  Your team must apply the best creative storytelling expertise to your media campaigns. It’s important to be visible on the right channels. 

To learn which media formats capture attention, check out the data on B2B BuyerSCAN. In general, you should know that B2B decision-​makers “watch an average of 2.5 hours of CTV content a day.”

Sellers in the B2B marketplace are likely to encounter more competition and tougher buying committees than before. Personalizing your communications and staying connected with the right sales intelligence can help you overcome objections.

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