With Thanksgiving Turkey dinner not even fully digested and plenty of leftover still to be eaten thousands have been whipped into a buying frenzy all over the America, hunting irresistible bargains just in time to put them under the Christmas tree. What is of interest in Canada and elsewhere globally the targeting of discounts by Canadians on line and the rebuttal sales campaigns by Canadian retailers to ensure they made every effort to capture buyer's dollars before they flew south for the winter bargains. As a marketer whose main focus is international technical mining equipment and other technical products, what lesson does this retail extravaganza have for B2B Marketing?
Well, in a nut shell it is the ability to affect positive buyer behaviour. We sadly in the B2B space have in many instances convinced our selves that our markets buy predominantly in technical, reason based factors and are thus immune to emotionally charged calls to action. The reality is emotionally charged factors are at work in all purchasing decisions whether they are retail or capital in nature, because to put it bluntly we are dealing we real people. As such, it would be erroneous for B2B marketers to not seek to develop campaigns aimed at charging buying prospects with time based incentives, elegant value adds that are limited to a specific campaign and a sense of high drama when launching or introducing new technical products. Our customers will by their very nature evaluate comparatively our technical specification and total ROI, but underneath all this left brain thinking the right brain emotional balances will be weighing many of the intangibles that are key to any buy decision making:
-Status and related status affects of ownership
-personal, career risk management and group approval
-reduction of effort and or workload-peace of mind
We need to look at Black Friday, Cyber Monday and many other retail events to see what triggers such as price and related buyer behaviours can teach us so that we to can ignite positive sales engagement and growth on demand.
Well, in a nut shell it is the ability to affect positive buyer behaviour. We sadly in the B2B space have in many instances convinced our selves that our markets buy predominantly in technical, reason based factors and are thus immune to emotionally charged calls to action. The reality is emotionally charged factors are at work in all purchasing decisions whether they are retail or capital in nature, because to put it bluntly we are dealing we real people. As such, it would be erroneous for B2B marketers to not seek to develop campaigns aimed at charging buying prospects with time based incentives, elegant value adds that are limited to a specific campaign and a sense of high drama when launching or introducing new technical products. Our customers will by their very nature evaluate comparatively our technical specification and total ROI, but underneath all this left brain thinking the right brain emotional balances will be weighing many of the intangibles that are key to any buy decision making:
-Status and related status affects of ownership
-personal, career risk management and group approval
-reduction of effort and or workload-peace of mind
We need to look at Black Friday, Cyber Monday and many other retail events to see what triggers such as price and related buyer behaviours can teach us so that we to can ignite positive sales engagement and growth on demand.
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