Researchers have long understood that all humans, regardless of gender, age, and culture, are fueled by three psychological needs: an ingrained desire for choice (autonomy), connection with others (relatedness), and experiences that grow their skills (mastery).
What Do Your B2B Customers Really Want?
Research shows they prefer interactions that fuel their psychological needs — even if they require more time or cost more money.
March 16, 2023
Yaroslav Danylchenko/Stocksy
Summary.
B2B sellers often think of customers as rational decision-makers who seek to maximize value, reduce costs, and save time. But a study of 2,128 office workers across the United States, the United Kingdom, France, Germany, Spain, and Italy found that B2B customers prefer interactions that fuel their psychological needs — even if they require more time or cost more money. Viewing customer service through the prism of the three core psychological needs — autonomy, relatedness, and mastery — opens up a wealth of opportunities for elevating service.
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New!
HBR Learning
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.