Why should they know their buying process?
Customers start them with the intent of addressing an issue and solving a problem. But the end up failing to make a decision and abandoning the initiative. (Note, there is a difference between no decision made and choosing to do nothing.) Educating the Buyer The reality is, our customers don’t have a buying process, they have a general idea of activities they might have to conduct–for example, assess alternative solutions. but they don’t know how to buy. They don’t know how to align the buying group, they may not know who should be involved in the buying group.They don’t know what questions they should be asking–of themselves and Vietnam Email List of the vendors. They don’t know what they don’t know. As an aside, this shouldn’t be surprising, as we look at failure rates of internal collaborations and projects, customers (and we) struggle with managing these successfully. So buying should be no different. As you think, more deeply, particularly for complex BB purchases, why should the customer know how to buy, After all, how many times in their careers do customers make these buying decisions? Even if it’s every few years, the world changes in the interim.
https://lh7-us.googleusercontent.com/lJnP0N9K0TDQT17_WAtOtrXwihGxbBn9DhwCFsxKAw9cFE_Zz-SoDUJM-t47TonVJqwpAQZ9iDg_ef3dIEPWhklHoyNB5K3qdW6u3S75dBR0iGUBcFsM0HScXIbSsrHOlkJ5Jb0OLLNUEp42
Solutions change, markets change, problems/opportunities change, people involved in the buying team change. So past experience is probably not very helpful for a current buying initiative. Recent similar purchases may be helpful in thinking about this, but there are real limitations. The buying group may be very different, the situations are very different, the problems are very different, they expected outcomes are different.
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