B2B has a reputation for being dry, number-heavy, and a bit boring. But is that really true? Behind the serious facade lie some surprising – and humorous – insights. Here are hard facts from the B2B sector that show: business doesn't always have to be deadly serious.
B2B is everywhere – from tax advisors to banks
Business-to-business is no longer a niche discipline just for large corporations. In fact, B2B happens everywhere: law firms trade with software providers, tax advisors cooperate with IT service providers, banks network with FinTechs. In short, virtually all industries are involved in B2B business – from small service providers to global corporations. If your company mainly does business with other companies, you're part of the big B2B universe.
Patience is a virtue in B2B
B2B deals need one thing above all: patience. The average B2B buying process takes two to six months – no wonder with all the meetings, quotation rounds, and approval loops. Besides, lots of people have a say: on average, 6 to 10 decision-makers are involved in a B2B decision. That's 43% more co-deciders than five years ago – correspondingly more emails end up in the CC line. Following the motto: too many cooks spoil the broth, but in B2B everyone still gets to add their two cents. The only thing that helps: keep your nerves – and plenty of coffee for everyone involved.
B2B customers do their homework
Today's B2B customers are extremely well-prepared. Before a conversation with sales even takes place, information is diligently collected. On average, decision-makers read 13 specialist articles before making a purchase decision – 8 of which interestingly come from the later supplier themselves. Overall, B2B buyers spend around 68% of the buying process on independent online research before they even contact a salesperson. In other words: by the time the customer knocks on your door, they've already done their research. Anyone who then only comes with platitudes won't convince anyone – real added value is needed.
Emotions beat facts in B2B?
Many believe that in the business customer sector, only numbers, data, and facts count. But surprise: emotions also play a major role in B2B. According to a study, the final B2B purchase decision is 56% influenced by emotional criteria – feelings often beat hard facts. Sympathy, trust, and a good gut feeling often tip the scales in the end. Or to put it another way: even in B2B, people buy from people. The best pitch is useless if the chemistry isn't right.
Buzzword bingo is part of it
B2B meetings without buzzwords? Hardly imaginable. Business language is full of catchwords that are supposed to sound important – sometimes with, sometimes without actual substance. A small selection of typical buzzwords that you surely know?
- leverage synergies
- offer holistic solutions
- drive digital transformation
- foster an agile mindset
- develop scalable strategies
- create a win-win situation
Anyone who internally shouts "Bingo!" while reading has understood the principle. In B2B, these phrases are part of good form – even though everyone in the room knows that plenty of hot air is being produced here. Provocatively put: without buzzwords, business would be half as fun (and half as incomprehensible).
The digital business card has a say
In the past, cardboard business cards were exchanged, today a click on the company website or LinkedIn profile is enough. The first impression of a company has long been formed digitally. B2B buyers often first obtain information on a supplier's website – only then do personal conversations come into play. This means: your company website is basically your digital business card. And it should look convincing and offer current content. Otherwise, prospects will bounce faster than you can say "404".
Conclusion: Business with a wink
The B2B sector doesn't have to be bone dry – our hard facts with a wink have shown that. Whether law firm, tax advisor, bank, or service provider: anyone who understands the special features of B2B business is also allowed to score points with humor. Of course, professionalism and facts remain important, but a little humanity and self-irony never hurt. At the end of the day: business is done between people. And a shared laugh can sometimes work wonders – even in serious B2B everyday life.
