Pain Points to Purchase: Decoding the True Motives Behind Every Buy

In a recent enlightening conversation between Richard Convery, CEO of Ascendr, and Paul Nakata, CEO of Abbot, the duo delved deep into the heart of customer onboarding in the B2B SaaS landscape. Their discussion centred around the profound importance of understanding the ‘why’ behind a customer’s decision to invest in a product or service. Let’s unpack the insights from this engaging chat.

The Economic Buyer: Your North Star

In any B2B transaction, there’s a pivotal figure that often holds the keys to success: the economic buyer. This individual or entity isn’t just making a purchase; they’re making an investment based on a specific pain point or need. As highlighted in the interview, “People come to work to make money, and they’re giving that money to solve that pain.” Recognising and understanding this economic buyer is paramount. They’re the ones who felt the pain so acutely that they were willing to part with their hard-earned money for a solution.

Understanding the ‘Why’ Behind the Purchase

“Why did they buy the platform? Why did they buy the service?” These questions, posed during our conversation with Paul, are at the core of effective onboarding. It’s not just about the ‘what’ or the ‘how’; it’s about the ‘why’. By understanding the driving force behind a customer’s decision to invest in your product or service, you can tailor the onboarding process to address their specific needs and pain points. As Richard aptly put it, “It’s really key throughout the entire onboarding process to keep that front of mind.”

The Onboarding Process: More Than Just a Welcome

Onboarding isn’t just about introducing a customer to your product; it’s about setting the stage for a long-term relationship. It’s about ensuring that from day one, expectations are set, and the customer’s motivations are at the forefront of every interaction. “I think it’s probably the biggest thing is to set expectations.” By aligning your onboarding process with the customer’s motivations and the insights of the economic buyer, you pave the way for a partnership built on trust, understanding, and mutual growth.

The Power of Genuine Connections

In the ever-evolving world of SaaS, genuine connections are the currency of success. It’s not enough to have “great conversations” or to “build relationships with some people.” As Richard pointed out, if what “you’re doing for them is helping that one person, but they’re not the economic buyer… you’re going to put the contract at risk.” It’s essential to ensure that your onboarding process speaks to the right people, addresses the right pain points, and fosters genuine, meaningful connections.

The onboarding process in B2B SaaS is a delicate balance of understanding, relationship-building, and insight-driven strategies. By focusing on the economic buyer and understanding the ‘why’ behind a customer’s purchase, businesses can create a foundation for lasting success and genuine partnerships.

Ready to take the next step? Sign up with Ascendr today and let us help you create an exceptional customer onboarding experience for your customers.

Richard is a visionary leader with a proven track record of driving customer success and driving organisational growth. With over 15 years of experience in the industry, he has developed a unique skill set in strategy development, cross-functional team management, and business transformation. His ability to develop and implement innovative solutions while fostering a positive team culture has earned him a reputation as a thought leader in the field.

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