Have you seen the Jerry Seinfeld bit on Life cereal? He says:
Too much arrogance.
Everywhere.
Even the food industry.
Where in the world do you get your balls to call a breakfast cereal LIFE?
What do they see in their little square oat cereal that makes them think that it should be named after our very existence?
“How about Oaties, Squaries, Brownies?”
“Oh no, this is much bigger than that.
This is LIFE, I tell you.
It’s LIFE.”
Many B2B marketers (including me) can be the same.
We could choose any relationship to describe the B2B buying process, but instead, it goes like this:
Buying B2B software is like buying a pack of gum.
No, that is not meaningful enough.
OK, buying B2B software is like buying a car.
We need something bigger.
OK, how about buying life insurance?
No, this is more important than that!
I know… buying B2B software is like finding a spouse.
We have all heard this punchline to the analogy (I have used it): “You don’t ask someone to marry you on a first date.”
Marketers could choose any relationship for their analogy, but many choose the most important relationship in people’s lives, the one that impacts your entire life, emotionally and financially, for 50 years (if we are lucky) and usually involves caring for and raising kids, extending its impact.
If B2B software is like marriage, it must be pretty powerful software we are selling.
I guess if you really worked at it you could stretch it to make it work…
- The first date is like a demo.
- Your friends and family are the buying committee.
- Your mom is a decision maker.
- Your date is qualified for a long-term commitment if they show up the first time.
- Looking at your LinkedIn profile is a signal that they are ready to get married.
Apart from cute one-liners like not asking people to marry you on a first date or poorly written cold emails being like cheesy pickup lines, dating and the B2B buying process are really not alike.
The Real Difference
Statistics show that the average B2B sales cycle lasts around 102 days, significantly longer than most personal purchase decisions but far less emotionally complex than marriage. In contrast, personal purchase decisions, such as buying a car, typically take around 30-60 days, while purchasing life insurance averages about 50 days.
The Key to Success: Honest Communication
There is one area that should be the same: be open and honest in your communication. Building trust is the key to a good relationship and will serve as a foundation into the future. Just as trust forms the basis of a healthy personal relationship, it is also crucial in business relationships. Transparency about product capabilities, pricing, and expectations fosters trust and sets the stage for a long-term partnership.
Conclusion
While the analogy of buying B2B software being akin to finding a spouse makes for a memorable punchline, it doesn’t reflect the true nature of B2B transactions. Instead of relying on exaggerated comparisons, marketers should focus on clear, honest communication to build trust and guide potential clients through the purchasing journey. By doing so, they lay a strong foundation for successful, long-lasting business relationships.
So, the next time you’re tempted to draw a grand analogy, remember: it’s not about finding the perfect metaphor; it’s about fostering genuine connections and trust.
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