7 Types of B2B Customers and How to Sell to Them

If you are a B2B marketer or salesperson, you know that not all customers are the same. Different types of customers have different needs, preferences, and behaviors. Knowing how to identify and segment your customers can help you tailor your marketing and sales strategies to each group and increase your conversion rates.

Key Takeaways

There are 7 types of B2B customers based on their decision-making styles: the charismatics, the thinkers, the skeptics, the followers, the controllers, the entertainers, and the harmonizers.

Knowing how to identify and segment your customers can help you tailor your marketing and sales strategies to each group and increase your conversion rates.

To sell to each type of B2B customer effectively, you need to create engaging content that appeals to their emotions, logic, skepticism, conservatism, pragmatism, sociability, or values.

In this article, we will explore the 7 types of B2B customers and how to sell to them effectively. We will also provide some tips on how to create engaging content for each type of customer.

The 7 Types of B2B Customers

According to the Harvard Business Review, there are 7 types of B2B customers based on their decision-making styles:

The Charismatics: These are the customers who are enthusiastic, visionary, and risk-tolerant. They are often the leaders or influencers in their organizations and they like to be the first to try new products or services. They are attracted by bold claims, innovative solutions, and emotional appeals.
The Thinkers: These are the customers who are analytical, rational, and cautious. They are often the experts or specialists in their fields, and they like to have all the facts and data before making a decision. They are attracted by logical arguments, evidence-based solutions, and clear benefits.
The Skeptics: These are the customers who are critical, challenging, and distrustful. They are often the gatekeepers or blockers in their organizations, and they like to question everything and find flaws in your offer. They are attracted by proven results, testimonials, and guarantees.
The Followers: These are the customers who are conservative, traditional, and risk averse. They are often the followers or supporters in their organizations, and they like to stick with what they know and trust. They are attracted by established brands, industry standards, and peer recommendations.
The Controllers: These are the customers who are pragmatic, practical, and efficient. They are often the managers or coordinators in their organizations, and they like to have control over the process and outcome. They are attracted by clear expectations, detailed plans, and measurable outcomes.
The Entertainers: These are the customers who are sociable, friendly, and fun-loving. They are often the connectors or facilitators in their organizations, and they like to build relationships and have a good time. They are attracted by personal stories, humor, and entertainment.
The Harmonizers: These are the customers who are cooperative, supportive, and loyal. They are often the collaborators or partners in their organizations, and they like to work together and achieve consensus. They are attracted by shared values, social responsibility, and community.

How to Sell to Each Type of B2B Customer

Now that you know the 7 types of B2B customers, how can you sell to them effectively? Here are some tips on how to create engaging content for each type of customer:

The Charismatics:

To sell to the charismatics, you need to capture their attention with a compelling headline, a captivating story, or a bold statement. You need to show them how your product or service can help them achieve their vision, overcome their challenges, or create a positive impact. You need to appeal to their emotions and inspire them to take action.

The Thinkers:

To sell to the thinkers, you need to provide them with facts, figures, and data that support your offer. You need to show them how your product or service can solve their problems, improve their performance, or save them money. You need to appeal to their logic and reason and explain how your offer works.

The Skeptics:

To sell to the skeptics, you need to address their objections, doubts, and concerns upfront. You need to show them how your product or service has been tested, validated, or endorsed by credible sources. You need to appeal to their skepticism and challenge them to try your offer.

The Followers:

To sell to the followers, you need to demonstrate your credibility, authority, and reputation in your industry. You need to show them how your product or service is widely used, trusted, or recommended by other customers or experts. You need to appeal to their conservatism and reassure them that your offer is safe and reliable.

The Controllers:

To sell to the controllers, you need to outline your process, timeline, and deliverables clearly and concisely. You need to show them how your product or service can help them achieve their goals, meet their deadlines, or optimize their resources. You need to appeal to their pragmatism and efficiency and show them what they can expect from your offer.

The Entertainers:

To sell to the entertainers, you need to engage them with stories, anecdotes, or jokes that relate to your offer. You need to show them how your product or service can make their lives easier, more enjoyable, or more fun. You need to appeal to their sociability and fun-loving nature and show them how they can benefit from your offer.

The Harmonizers:

To sell to the harmonizers, you need to connect with them on a personal and emotional level. You need to show them how your product or service can help them improve their relationships, support their causes, or contribute to their communities. You need to appeal to their values and ethics and show them how your offer aligns with theirs.

Tips

Tip 1: Do your research. Before you approach any customer, make sure you have done your homework and know as much as possible about them. This will help you understand their pain points, goals, motivations, and expectations.

Tip 2: Be flexible. Don’t assume that all customers are the same or that they will respond the same way to your offer. Be prepared to adapt your style, tone, and approach to each customer’s unique personality and situation.

Tip 3: Be respectful. Don’t judge or criticize your customers for their decision-making styles. Instead, respect their differences and appreciate their strengths.

Tip 4: Be helpful. Don’t focus on selling your product or service. Instead, focus on solving your customer’s problems, adding value to their lives, or helping them achieve their goals.

Types of B2B Customers and Their Global Demand

Business-to-business (B2B) markets are composed of different types of customers that buy goods and services from other businesses for various purposes. In this report, we will examine four major categories of B2B customers: producers, resellers, governments, and institutions. We will also analyze the global demand trends for each category and how they affect the B2B industry.

Producers

Producers are companies that purchase goods and services that they transform into other products. They include both manufacturers and service providers, such as General Motors, McDonald’s, Delta Airlines, and your local tattoo parlour. Producers need to buy raw materials, components, equipment, software, and other inputs to produce their goods and services. According to a report by McKinsey & Company, the global demand for industrial goods and services is expected to grow by 3.8% annually until 2030, driven by factors such as urbanization, infrastructure development, digitalization, and sustainability.

Resellers

Resellers are companies that sell goods and services produced by other firms without materially changing them. They include wholesalers, brokers, and retailers, such as Walmart, Target, Amazon, and Alibaba. Resellers need to buy finished products from producers or other resellers and sell them to their customers at a profit. According to a report by Statista, the global B2B e-commerce market size was valued at $12.2 trillion in 2019, accounting for more than 80% of the total e-commerce market. The report also projected that the B2B e-commerce market will grow by 17.5% annually until 2027, driven by factors such as digital transformation, globalization, and customer experience.

Governments

Governments are public entities that purchase goods and services from businesses for various purposes, such as defense, education, health care, infrastructure, and social welfare. Governments need to buy products and services from different sectors and industries to fulfill their functions and responsibilities. According to a report by The World Bank, the global public procurement market size was estimated at $11 trillion in 2017, accounting for about 12% of the global GDP. The report also stated that the public procurement market is expected to grow in the future, as governments face increasing challenges such as climate change, pandemics, inequality, and corruption.

Institutions

Institutions are non-profit organizations that purchase goods and services from businesses for various purposes, such as research, education, health care, culture, religion, and charity. Institutions need to buy products and services from different sectors and industries to support their missions and goals. According to a report by Giving USA Foundation, the global charitable giving market size was estimated at $449.64 billion in 2019. The report also indicated that the charitable giving market is expected to grow in the future, as institutions seek to address various social and environmental issues around the world.

In conclusion, B2B customers can be classified into four major categories: producers, resellers, governments, and institutions. Each category has different characteristics and needs that influence their buying behavior and decision-making process. The global demand for B2B goods and services is expected to grow in the future, as various factors affect each category differently. B2B marketers need to understand these factors and tailor their strategies accordingly to reach and satisfy their target customers.

Frequently Asked Questions

Q: How can I identify the type of B2B customer I am dealing with?

A: You can identify the type of B2B customer you are dealing with by observing their behavior, listening to their language, and asking them questions. For example, you can look for clues such as their tone of voice, body language, facial expressions, word choice, and level of interest. You can also ask them questions such as what are their goals, challenges, preferences, and decision criteria.

Q: How can I segment my B2B customers based on their types?

A: You can segment your B2B customers based on their types by using tools such as surveys, quizzes, assessments, or personality tests. You can also use data such as demographics, psychographics, firmographics, or behavior to group your customers into different categories.

Q: How can I tailor my marketing and sales strategies to each type of B2B customer?

A: You can tailor your marketing and sales strategies to each type of B2B customer by using different channels, formats, messages, and offers that suit their preferences and needs. For example, you can use email, social media, webinars, podcasts, blogs, videos, ebooks, white papers, case studies, testimonials, demos, trials, discounts, bonuses, or referrals to reach and persuade your customers.

References

https://www.infosys.com/about/knowledge-institute/insights/Documents/future-customer-engagement.pdf

https://www.gov.uk/government/consultations/small-business-commissioner-role

https://www.tandfonline.com/doi/abs/10.1080/00343409950081275

https://hbr.org/2006/03/what-salespeople-need-to-know-about-the-new-b2b-landscape

https://www.forbes.com/sites/forbesagencycouncil/2018/07/30/how-to-create-engaging-content-for-each-of-the-seven-types-of-b2b-decision-makers/?sh=6f0a7d5f4a9c

https://www.business2community.com/b2b-marketing/how-to-sell-to-the-seven-types-of-b2b-decision-makers-02278977