B2B purchases seem like objective decisions,

which makes your products and services seem like commodities.

In reality, B2B purchases are much more complex.

Buyers' decisions are often subjective—even emotional.

Knowing what buyers value is critical when it comes to improving your offerings–or creating new ones.

So, what really matters to your B2B customers?

Bain has identified 40 B2B Elements of Valuesm.

They fall into five categories.

The most basic needs are table stakes.

B2B buyers also care about functional value

and whether you make it easier to do business.

But they also value products that meet their individual needs

and those that inspire them.

The more elements you deliver, the more loyal your customers.

Understanding this can help you improve your offerings or create new ones.

Explore the B2B Elements of Valuesm

  • A
  • B
  • C
  • D
  • E
  • F
  • G
  • H
  • I
  • J
  • K
  • Vision
  • Reduced anxiety
  • Configurability
  • Marketability
  • Design & aesthetics
  • Cost reduction
  • Stability