Nobody likes fear. In fact, we usually do our best to avoid it. We like to talk about how marketing is based on desire and fulfillment, not anxiety and doubt. But the fact of the matter is that B2B marketing is shifting. While consumers might wonder if they can afford a new computer, business owners are wondering if their company will be able to adapt and survive. As B2B marketers, we need to address these fears
No matter what industry you specialize in, there are three fears that are common to all businesspeople, from the small business owner working out of a home office to the head of a huge corporation. These are:
Smart B2B marketers learn to neutralize these fears by analyzing them and showing their clients how their savvy service can help.
Here’s how to do just that:
Fear of Waste. Time and money are both limited commodities. In this economic climate, no one can afford to throw away money or spend time on a fruitless endeavor. A B2B marketing company can help businesses deal with this fear by demonstrating – preferably with case studies- how their service adds value, saves time, and saves money.
Fear of Losing Customers. Gaining new customers is great, but nothing feels worse than losing existing ones. If you can show your target market that your company’s products or services can help them maintain their current business by keeping their own customers happy, you’ll strike a chord.
Fear of Losing Credibility. Reputations are even more fragile in the Internet Age. Show your target market how you can help them stay current and credible, and your business will be something they can’t wait to spend money on.
Identifying fear is the first step in overcoming it. For B2B marketers, fear can be just as driving a force as desire. Show your clients how you can help them conquer a specific fear, and you’ll demonstrate the value of your services.
Photo via: Kevin B3
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