Practical Sales Training™ > How to connect with your buyer > The Business User Effect
What is it?
The Business User Effect is all about tailoring your offering to b2b clients and making it easier for them to buy.
Why does it work?
It works because some business buyers might actually need you to accommodate certain things such as payment terms or bulk / continuous orders. Whatever your offering, if you can’t meet some basic requirements for business buyers then it’s a case of they can’t buy from you rather than they won’t. By adapting to business buyers you are harnessing The Path of Least Resistance and making it as easy as possible for them to choose you.
How can you use it?
If you have a large enough base of business buyers, adapt your offering to their needs. Could that be bulk offers, extra support, special invoicing? Think about how you could adapt your offering to meet the specific needs of your business buyers.
Example:
A stationery company introduces a “Business Buyer Program” where corporate clients can:
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Place bulk orders with pre-agreed discounts.
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Get 30-day payment terms instead of paying upfront.
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Access a dedicated account manager for fast support.
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Receive consolidated monthly invoices to simplify accounting.
By adding these business-friendly features, the stationery company makes it easier for offices, schools, and agencies to choose them over competitors.
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