How to Sell More by Understanding Your Clients' Rational Buying Motives

A business-to business (B2B) buyer is more interested in the nitty-gritty details of your product, and whether it’s the right fit for their company. They want to know about your product’s features, its capabilities, and how it can be integrated into their business. Your job is to show them that you understand their needs and can provide a solution that meets all their requirements. Understand that reason, judgment, logic and intellect will determine if a sale is forthcoming.

Everyone's price threshold is different however for the most part, people are only conducting extensive research when the investment is high in terms of time, energy, and money. For example, if your offer is a luxury retreat, premium coaching program or high level mastermind, their research is focused around carefully weighing the pros and cons of different offers and then deciding where to invest their time, money and energy.

Yes, all decisions are made with emotion, however, highly intelligent individuals will justify their emotions with logic. Take a moment to plot this buyer journey solely based upon rational buying motives:

• My list of tolerations is making me feel frustrated and uncomfortable, however, I'm content for now with the “devil that is known.” Making a change at this state freaks me out, however I am mildly curious about solving my problem. (What Opt-in will you share to help me?")

• My coping mechanisms have failed. A rupture has taken place (“My husband died suddenly from Covid19. He was the person who handled the books while I delivered the service.”)

• Extensive research (“When searching on Google. which complimentary companies/ brands offer a similar product/service/program to yours?”)

• Evaluation of alternatives (“Which brand offers the most value? Which model fits my needs? Which company has the lowest prices?”)

• Purchase decision (“I will invest in your high end offer.”)

• Post-purchase evaluation (Dissonance: “This program does not fit my needs.”/ Delight: “This program offers the best value for money.”)

When plotting the buyer's journey, it's important to consider the rational buying motives that drive your ideal clients. This will help you understand what content to create, where they are getting hung up and how you can better serve them.

Here are a few more questions to consider:

If the buyer is an educational institution, government agency or corporation, what are their specific needs?

• What content will they consume during each stage of the journey?

• What problem is your ideal client trying to solve?

• What objections will they have and how can you overcome them?

• What needs or wants does your ideal client have that are not being met by current solutions?

• What would be the consequences of not solving this problem?

• What criteria do they use to evaluate potential solutions?

• How much time, money, or energy are they willing to invest in solving this problem?

How do rational buying motives such as price, innovation, and convenience drive customer purchases?

Rational buying motives are based on logic and reasoning, as opposed to emotions or impulses. Customers with rational buying motives are more likely to carefully research their options and make purchase decisions based on factors such as price, convenience, and product innovation.

If you're selling products or services that appeal to rational buyers, it's important to focus on creating content that addresses their key concerns. For example, if price is a major factor in your customer's decision-making process, be sure to highlight the value of your product or service in your marketing materials. If convenience is important to them, make it easy for them to find information about your product or service and how to purchase it. And if they're looking for the latest and greatest innovations , be sure to showcase any new features or benefits that your product or service offers.

What are some common rational buying motives?

Some common rational buying motives include price, convenience, product innovation, and quality. Customers may also be motivated by factors such as environmental friendly products, free shipping, or money-back guarantees. It's important to understand what motivates your particular customer base so that you can create content that resonates with them.

Keep in mind that rational buying motives can change over time. For example, a customer who is primarily motivated by price may become more concerned with quality as their needs change. It's important to keep your finger on the pulse of your customer's changing needs so that you can adjust your content accordingly.

How are the buying motives of businesses different from those of consumers?

The buying motives of businesses are typically different from those of consumers. Businesses may be motivated by factors such as price, convenience, product innovation, quality, or environmental friendliness. Additionally, businesses may also be motivated by factors such as free shipping or money-back guarantees. It's important to understand the unique motivators of your business customers so that you can create content that resonates with them.

While rational buying motives are usually based on logic and reasoning, emotions can also play a role in business purchase decisions. For example, a business owner may be more likely to do business with a company that they have a personal connection with.

What products might your ideal client purchase using a rational motive, such as security, safety, and/or caution?

Some products that your ideal client might purchase using a rational motive include security systems, safety equipment, or cautionary signs. If your customer is motivated by factors such as security or safety, it's important to highlight the features of your product or service that address their concerns.

For example, if you're selling a home security system, be sure to talk about how your product can help to keep their family safe. If you're selling safety equipment, be sure to discuss the importance of using high-quality products in order to avoid accidents. And if you're selling cautionary signs, be sure to explain how they can help to prevent potential hazards.

How can you use rational motives like functionality, utility , and quality in your content to sell your products/services/program offerings?

When creating content, it's important to focus on the rational motives that your customer is likely motivated by. For example, if your customer is motivated by factors such as functionality or utility, be sure to highlight how your product or service can help them to achieve their goals. If they're motivated by quality, be sure to discuss the features of your product or service that make it superior to other options on the market.

Which health, mission, and/or vision objectives affect your ideal client's decision making and purchasing process?

There are a variety of health, mission, and vision objectives that can affect your ideal client's decision making and purchasing process. For example, if they're concerned about their health, they may be more likely to purchase products or services that promote wellness. If they have a strong sense of social responsibility, they may be more likely to support companies with sustainable business practices. And if they have a clear vision for their future, they may be more likely to invest in products or services that help them to achieve their goals.

In conclusion, rational buying motives are an important factor to consider when creating content for your ideal client. Keep in mind that these motives can change over time, so it's important to stay up-to-date on the latest trends and developments. Additionally, while rational buying motives are typically based on logic and reasoning, emotions can also play a role in business purchase decisions. Be sure to keep all of this in mind as you develop your content strategy.

Does your business model reflect an understanding of what your ideal clients are motivated by on both an emotional and rational level?

If not, it may be time to revisit your buyer journey map and make sure that you're taking into account all of the factors that can influence your ideal client's decision making. Reach out to Kadena Tate if you need assistance!