#3 of 4: Reticent Goals: The B2B Marketer’s Guide to the Deeper Reasons Why They (Don’t) Buy

The B2B Marketer's Guide to Why they don't buy.jpg

When you’re engaged, you find the creative and emotional power to engage your buyers.

Yet, sometimes, why they don’t buy matters more than why they do buy.

And the reason(s) why they don’t buy may act as the best way to capture the hearts and minds of your buyers.

The real reasons why B2B prospects don’t buy are rarely revealed to salespeople. I know from experience. Prospects will tell you anything to stop the conversation—that's their goal. But that doesn't mean salespeople believe an objections is always the real reason why the prospect won't buy. Salespeople are careful about what truths they tell. Salespeople fear scorn from those who would rather push through or push aside those reasons.

Objections, or overcoming them, are the team’s focus. But objections are often more of a symptom of something much bigger, the true emotional cake that lives under the objection icing.

Your support as an ally, an educator, has an amazing potential to help your buyers overcome the deeper reasons why they don't buy.

In the example I give here, it's the career counselors (you could almost call them salespeople) at a well-known online university that know the deeper reasons why prospects don't buy.

Let’s say you’re the top marketer again for this adult-learning, online, school of nursing. Your fellow career counselors reveal to you in a meeting one day that adult nurses resent the idea of needing a degree.

Resent getting a degree, you ask?

Yes. After all, they've been saving lives for years without a degree, or a higher degree. The real work of saving lives is proven in saving lives. So successful nurses feel compelled to ask: why do I need a degree? 

Oh, there's another reason: (your brace yourself)

Adults are afraid to go back to school.

They’re afraid of the whole experience. It’s a gripping fear, like the fear of feeling embarrassed when they were much younger and didn’t know the answer to a question in class. That’s when everyone laughed at people who put their foot in their mouths, an inevitable consequence of the school experience.

Being a student again harbors for many, a very real fear of failure. Adult nurses have spent their career building a wall to keep out that form of embarrassment, so they’re not going to compromise that safety now.

Justifying that fear is a perceived lack of skills for academic success: they feel as if they cannot write a paper; their computer skills are remedial. Besides, they ask, how will I work my job and raise my family? That sounds impossibly stressful, is a common reaction. Who wouldn’t empathize with these adult student fears on some level?

It's easy to see why sales people (in this case, career counselors) feel as if they will be heartily scorned if they start voicing real reasons why prospects don't buy. And this keeps the communication about why they don't buy, a taboo.

You can imagine the CEO of this school saying, "Hey, I had to be prepared and ready to go to school, nobody held my hand through the process. So you're ready or you're not." (Or, insert dismissal or scorn from the VP of Sales of your choice).

Or, you can empathize with your prospects' state of mind.

And innovate new ways to engage prospects on a deeper emotional level.

Your solution: A content pillar to show adult students how to go back to school.

Show the successful journeys of newly degreed nurses, and their career success stories.

Write about how your school helps adult nurses learn how to create polished, A+, academic, scholastic papers again. Write about how your school helps adult students overcome technology fears. And write about how to plan your life and meals, create a study area, and how to get support from your family and employer.

Turn why they don’t buy into reasons why they can with the power of educational content.

Show them that what they know now is an elevated foundation for an academic formality that will open doors for them. Show them that their fears are real. That you have solutions. The solutions are no picnic to create, but who else will have them?

This viewpoint demands an active empathy; a B2B marketer (and his or her company’s leadership), must see the bigger picture. When you invite truth in, your desire for an authentic story opens the floodgates to the emotional truths that your customers experience.

You can fight objections or you can invest in their true state of minds. That means taking on the role of supportive ally. That goes beyond service, true. But the potential for differentiation in your space is bigger when you come up with innovations aimed at the deeper success of your buyers.


A powerful way for you to guide, inform, and educate your buyers about what truly drives them to succeed is to understand their career path, or their Career Trajectory Goals. 

Read #4: Trajectory Goals, the 4th of 4 articles on The Deeper Reasons Why They Buy. Find out how to engage your buyers, and engage yourself—as a marketer for better ROI, and for the best way to hold on to your love of marketing.