B2B and B2C

You might be wondering about questions like the practical ways that motivate people to make a purchase? Why do customers choose one product over another? Is it about selecting the best deal and offers? Or anything more than that?

When it comes to B2B consumers, the buyer motivation is complex, so it’s better to nurture them effectively from the beginning. 

How to motivate a buyer?

Buyer motivation has psychological factors behind a consumer’s commitment to making a purchase.

The buyers’ motivation is classified into two types:

Emotional motivations: These motivations result in impulsive purchases and are attributed generally to business-to-consumer (B2C) customers, although they can occasionally be a factor in business-to-business (B2B) sales. These are needed for personal satisfaction, such as buying a product that makes you feel attractive or reduces anxiety. 

Rational motivations: These are primarily driven by reasoning and logic. The purchase decision will take longer as the customer weighs up their risks and options. Most business to business (B2B) 

Purchases fall into this category. 

The buyer’s journey process of result has three stages consisting of : 

1. Awareness

It is a crucial stage of the buyer’s journey, where the buyer becomes aware of a need or want for a product and service.

In this stage, potential buyers seek information to their questions or resolutions to pain points. It is essential to keep in your mind that at this stage of the journey, the information should be fair and neutral.

2. Consideration

In the consideration stage, the buyer is aware of their wants and needs, and then they are motivated to gathering information. They choose the best options as per their need through different methods to overcome the challenge. 

Never force buyers on your products; instead, you can advise them with strategic solutions that believe in the right products and services. 

3. Decision

It is a final stage the buyer is motivated to make a final decision based on their requirements to avail of the product or service. 

It is always crucial to note that two factors may affect final purchasing decisions:

1. Customers’ negative feedback.

2. The level of motivation to comply with the feedback.

Business to Business (B2B) AND Business to Consumers (B2C) buyer’s journeys have many differences in purchasing. Mentioned below: 

B2C buyers journey 

. Individual or family decisions

. Smaller quality purchases

. Shorter buying cycle

. One-off transactions

Often driven by emotional factors.

. Impulse buying in common 

B2B buyers journey 

. Multiple decision-makers, sometimes across departments

. Larger bulk purchases

Longer buying cycle

. Multiple transactions over time

. Often driven by rational factors. 

Buying includes extensive analysis.

Try to analyze and discover new possibilities for which stage your buyer is on that allows you to nurture them along this process. Try to include eCommerce marketing automation tools to identify your customers is in the buying cycle and boost the lead accordingly.

Buyer Motivation

You may find many reasons why a buyer decided to make a purchase. For B2B customers, motives are less emotional; when it comes to B2C customers, emotional motives can provoke an investment, from self-improvement and health to vanity, prestige, and luxury. Few standard buyer motivations you need to be aware of: 

Need: This is the most immediate buyer motivation for Business to Consumers (B2C) and Business to Business (B2B). They might analyze that they’ve run into a problem that needs solutions or they’ve run out of essentials. The prospect will then seek a product that fits this need.

Fear in general: Fear is a powerful motivation for buying and a significant catalyst for action. Businesses always fear theft, which is why they always adopt a security system as a top priority. 

Acceptance or fear of missing out (FOMO): FOMO is different from general fear, and it is an emotional rather than rational motive. Customers try to buy because they don’t want to miss out on the big thing. Human nature’s natural tendency to follow the crowds can be an excellent motivator for buying.

Financial gain: For B2B customers, it is a strong buying motivator. The end goal for businesses is to enhance their ROI. Make sure to emphasize to customers how your service and product can reduce loss, and Real results will help you prove your points. And reliability and credibility play a vital role in the decision-making process. 

Things need to determine buyers’ motivations.

1. Try to utilize call-tracking software

2. Always perform competitive analysis

3. Always answer the questions before they asked

4. Take note of customer support questions

5. Include a CRM for customers to track data and segmentation

The motivation of Buyers by Other Factors

Offering exciting discounts

If your customers want to notice and take a chance on your products, then offering discounts is an effective way to surpass price and develops a loyal customer base. 

Try to highlight your unique selling propositions.

It is an effective way to attract customers. A robust and unique selling proposition (USP) helps to motivate a prospect who especially wants to buy from you. 

Always give an accurate time and delivery cost.

Shipping and return policies show a significant effect on a buyer’s motivation to choose you over another brand especially. Real-time delivery status and Partnerships with delivery companies can set you apart from the competition.

Include digital advertising

Images and videos engage and boost high conversion rates. That is why digital advertising has become a great platform, and Digital advertising can significantly increase sales strategy and engagement. 


It is always crucial to analyze and identify customers’ buying motives, and it helps you determine whom to market the products and how to sell them to them. Marketing decisions based on data can attract and encourage customers to complete their buying cycle.