The Challenges of B2B Buyers and How Manufacturers Can Help
When we think of B2B buyers, phrases like “efficient,” “strategic,” and “goal-oriented” come to mind. But what happens when their buying experience is anything but streamlined? Here are the pain points they face and your opportunities to build solutions that build trust with your customers.
1. They Know the Product but Not the Supplier
Buyer’s Pain Point: Picture this—a buyer needs a specific part and has the catalog number ready, but they can’t find a supplier. Frustrating, right?
Manufacturer’s Solution: By creating an online catalog searchable by product name or number, you increase the odds of being found. The best part? Search engines do the hard work for you, indexing your catalog and directing buyers to your site.
2. They Know the Functionality but Not the Product Name
Buyer’s Pain Point: Sometimes buyers know what a product is supposed to do but have no idea what it’s called. This lack of clarity can lead to extended searches and frustration.
Manufacturer’s Solution: Write detailed product descriptions optimized with specific keywords. For example, a buyer might know they need "a flexible pipe for high-pressure gas transfer." Include those terms in your descriptions to ensure they find you.
3. Supplier Websites Are Informational Labyrinths
Buyer’s Pain Point: Buyers don’t need a corporate mission statement—they need accessible product information. Unfortunately, many supplier websites bury the practical details under layers of fluff.
Manufacturer’s Solution: Make your product pages your crowning jewels. Focus on easy navigation, detailed functionalities, and real-world use cases that simplify the buying decision.