Why what customers say out loud isn’t enough
When a B2B company asks its customers, it often hears answers such as: “Price is the deciding factor.” “Machine performance is key.” “We need reliable deliveries.”
However, these are often just the rational arguments that the customer mentions first. Beneath the surface, though, lies something more – the real motivations, concerns and expectations.
According to Gartner research, up to 77% of B2B buyers describe their last purchase as complex or challenging. This shows that decision-making is not just about rational criteria, but also about emotions, risks and trust in the supplier. And it is precisely these hidden factors that often determine whether a customer buys from you or from the competition.
The gap between the company’s perception and the customer’s reality
Managers tend to be convinced that they know why their customers buy. “Our technology is cutting-edge.” “We offer the best price.” “We deliver quickly.” But
the reality is often different:
- A customer does not buy a machine because of its specifications, but because it reduces the risk of downtime.
- They do not buy a service because of the price, but because the supplier guarantees availability.
- They do not switch to a competitor because of the product range, but because of a lack of confidence in the company’s ability to respond to problems.
Without an in-depth interview, you won’t uncover these motivations.
What an in-depth interview reveals
A short telephone interview (10–15 minutes, 5–6 open-ended questions) can reveal more than dozens of questionnaires:
- Hidden motivations – why the customer actually buys, what gives them the greatest certainty or value.
- Concerns and risks – what they fear, what would put them off, what they consider critical.
- Decision-making process – who is involved in the purchase, how long it takes, and what criteria play a role.
- True loyalty – whether the customer is loyal to the brand, or is staying simply because they haven’t found a better alternative yet.
📌 We know from experience that 10 interviews will reveal 80% of recurring themes.
Examples from B2B practice
Industrial machinery manufacturer
The company was convinced that customers valued the technical precision of the equipment above all else. However, interviews revealed that having quick access to spare parts and servicing was key for them. Without that, even cutting-edge technology was of no use to them.
Component supplier
The sales department emphasised low prices. However, interviews revealed that customers would happily pay more – provided they were guaranteed stable supplies and flexibility for urgent orders.
Lighting manufacturer
They invested in promoting design and innovation. However, in interviews, customers mainly raised the issue of a lack of communication during delivery delays. Process improvements led to increased satisfaction and repeat orders.
Why this works better than questionnaires or campaigns
A questionnaire gives you answers to the questions you ask. An interview reveals things you wouldn’t have thought to ask. The customer opens up and often reveals connections the company hadn’t even considered.
Marketing campaigns show you clicks and enquiries. But they will never tell you why a customer is hesitating, why they chose the competition, or what they need to hear to buy from you.
Why outsource interviews to a third party
If a sales representative calls a customer, you’ll rarely hear the uncomfortable truth. Customers fear that their criticism will be used against them. When the interview is conducted by an independent agency, customers speak much more openly. And it is precisely in these answers that the most valuable motivations lie.
At AITOM Digital, we conduct interviews systematically, analyse the results and translate them into specific recommendations – for marketing, sales and a new website.
Summary for CEOs and owners
- In-depth interviews reveal what questionnaires and campaigns will never show.
- Customers’ hidden motivations and concerns are what truly determine their purchasing decisions.
- Investing in interviews is the quickest way to move from assumptions to facts.
How to get started
Watch our webinar on YouTube, where we showcase specific real-world examples: Webinar recording on YouTube.
And if you want to find out what your customers are really saying ‘between the lines’ – get in touch.
AITOM Digital helps B2B manufacturing and industrial companies build strategies based on facts, not assumptions.