Print – The Standard for Building B2B Environments

Last week I shared some insights from a recent conversation I had with a colleague of mine, Tim Fixmer, who runs a successful B2B group business in Cedar Rapids, Iowa, named CCI Media LLC. As we discussed the many changes in marketing over the last 3 decades, Tim reminded me of the “considered purchase” concept — a complex buying decision of financial impact: risk and reward — that I covered in last week's Marketing Minute.

To put a bow on that conversation (holiday pun intended), I wanted to share some more of what was discussed with me, including the role of the B2B magazine in impacting decision-making units (DMUs). Here it is, mostly in Fixmer's own words.

Rarely, if ever, will a single individual make a “considered purchase” alone. Analysis and input from others in the same and different departments and disciplines within and outside the company is almost always involved in the buying process. A purchase is a “big deal” and thoughtfully supported decisions are best made by a team with varied and complementary experiences. Identifying the members of the DMU can be difficult and getting the right introductions to people who are not only hard to find, but once identified, difficult to get to — are the cause of many lost sales. Many sales are missed because the selling team has overlooked an important member of the DMU.

The best, most successful professional salespeople know how to correctly identify a DMU. They also know how to backtrack and cultivate anyone they’ve ignored. Even top-notch sales teams don’t always accomplish the DMU penetration as well needed by individual situations. In many situations, decisions were made behind the scenes by members of the DMU who were never contacted by the sales team and who consequently made decisions with the information available. 

Several scholars have identified a template for a generic DMU: 

User — The people who actually work with the purchased goods or service. They exert influence on the specifications., and both customers and employees may take on this role. 

Influencer — Can exert influence on the purchasing process by setting pre-conditions. They are found at all levels of the organization.

Buyer — Does the actual negotiations with the supplier. The buyer negotiates contract terms and eventually places the order. The buyer takes up one of the most important roles within the DMU. 

Initiator — The player who recognizes a problem and tries to find a solution. This is the most important person in the DMU. 

Decider — Ultimately responsible for choosing the supplier and therefore is an important member of the DMU. 

Gatekeeper — Responsible for access and information flow to the DMU and therefore is a powerful member of the decision-making team. 

This is what most sales teams are up against day in and day out in a competitive landscape that is constantly getting tougher. A salesperson can only do so much; he/she can only make so many calls each day, only be in one spot at a time, etc. And, most important, a salesperson can never control what happens at the customer’s site or within a prospect’s company. That is why it is essential to use media that works behind the scenes, reaching and influencing members of the DMU who have not been identified, and cannot be reached. 

Fixmer shared that his B2B clients have found significant success with considered purchases and DMUs via print media. Not entirely surprising given print has long been the standard for brand building in B2B environments — for reasons that go well beyond habit and tradition.

If you ever want to learn more about Lessiter Media's print publications and how they can help you reach your customers and prospects and achieve your goals, don't hesitate to reach out!

I hope you have a wonderful holiday season and a prosperous new year.