B2B Marketing – Reducing Risk for the Decision Maker

Purchasing decisions are based on a combination of securing the right outcome for the organisation while minimising organisational and personal risk (no-one ever got sacked for buying IBM).

Based on this, marketing and business development activity must minimise risk for the decision maker and provide compelling evidence to support the decision.

Reducing Risk for the Decision Maker

The key element in controlling risk is presenting evidence – both in the marketing material and the sales approaches.

This evidence needs to cover;

  • Technical Competence,
  • Reputation,
  • Relationships,
  • Experience,
  • Expertise,
  • Market presence, and
  • Referrals

Providing prospects and the market with evidence of positive outcomes gives them the confidence to trust that the company will be able to deliver those outcomes and reinforces the position of the company as the right choice.

How do we do this?

We reduce risk for the decision maker by creating sales and marketing communications that focus on demonstrating the credibility of a company through;

  • Statements of market dominance,
  • Testimonials and case studies from current clients,
  • Demonstration of wanted brands,
  • Evidence of delivered projects,
  • Statements of competence and capability, and
  • Evidence of heritage and experience.

Remember to be Client Specific

It is important to personalise the evidence by being client specific. Take the time to create targeted and also individual sales and marketing communication that specifically demonstrates how the experience and solutions provided by the company will specifically meet the needs of the client organisation.

This includes segmented market specific marketing and presenting appropriately sized current clients and case studies as evidence for similar sized prospects in the same market sector to show how the company provided a positive outcome.

This can be coupled with case studies and evidence that showcase key reference sites (even if they are outside of the scope of the prospect’s project) to further build aspirational credibility.

MJH Group is a specialist marketing consultancy with significant experience in B2B Marketing and driving organisational growth find here. If you have any questions about this article or getting the most from your B2B marketing program please contact us on 1300 905 116 or via email enquiries@mjhgroup.com.au