Who's the Boss? Understanding Your Real Customer in B2B

It's easy to get caught up in the hype of being customer-centric, creating customer value, and all that jazz. But have you stopped to ask the most fundamental question of all - who the heck is your customer anyway?

The answer might seem obvious, but trust us, it's not as trivial as you might think. In business, there are four distinct categories of customers - users, payers, decision-makers, and influencers. Understanding these categories is crucial if you want to sell a product or service effectively.

Here's a quick rundown of the four categories:

1. Users: These are the folks who use your product or service.
2. Payers: They sponsor or pay for the product or service.
3. Decision-makers: The ones who have the power to decide whether to buy your product or service.
4. Influencers: These are the people who can sway the decision of the decision-makers.

It's important to note that these categories don't always overlap. In a B2B setting, for example, the decision-makers might not be the same as the users or payers. In B2C, the decision-makers could be a parent or a child, and the influencers could be other kids or YouTube stars.

So, why does it matter which category of customer you focus on? Well, each category has different requirements, and satisfying one category may not necessarily satisfy the others. That's why it's essential to know which category is most important for your product or service and focus your efforts there.

Let's take a closer look at each category and why it matters.

Understanding Your B2B Customers

In a B2B setting, it's essential to understand the four categories of customers to ensure that you're reaching the right people with the right message. Here's a closer look at each category:

1. Users: These are the employees who use the equipment, software, or tools that your company provides. They're the ones who will be using your product or service day in and day out, so it's essential to make sure that they're satisfied.
2. Payers: The owners or shareholders of the company, whose money it is that is spent. These folks might not be directly involved in the day-to-day operations of the company, but they have a vested interest in ensuring that their investment is protected.
3. Decision-makers: The managers, purchasers, or others with a buying responsibility. These are the people who have the power to decide whether to buy your product or service, so it's essential to make sure that they're convinced that it's the right choice.
4. Influencers: Competitors, industry leaders, government or others who can influence the other categories. These are the people who can sway the decision of the decision-makers, so it's crucial to understand their needs and concerns.

The Bottom Line

It's crucial to understand who your customers are, what they want, and what they need. Remember, you don't always have to please everyone, but you do need to make sure you're focusing on the right person.

Being customer-centric isn't just a buzzword. It's a mindset and a way of doing business that will help you stand out in a crowded marketplace. By focusing on the right customer, you'll be able to offer a better experience, create more value, and build a stronger relationship with your target audience. And who wouldn't want that?