How Clients Buy: ‘Understanding Buyer Behaviour’ - Free White Paper
Buyers have changed and many sellers are frozen in fear and confusion, waiting for markets to return to the more benign conditions of earlier times. According to a new White Paper, the companies that struggle and are most likely to fail now are those that don’t fully understand the new market reality and particulalrly its impact on how buyers now make purchasing decisions.
It is more important than ever before to know exactly how and why prospective clients and customers in a selected category arrive at the decision to buy; their criteria and the written and unconscious processes they follow, according to Patrick Rea FCIM of Sales Process Engineering in the free White Paper on ‘Buyer Behaviour’ http://is.gd/ToiNVS
Increasingly, it’s only with this knowledge that a vendor can align sales and marketing activity to meet the buyer’s current needs and win clear competitive advantage. It’s also essential to take advantage of the new set of sales and marketing automation tools, for low-cost, scaleable marketing - such as the StrategyMix system that Sales Process Engineering offers in the UK.
In challenging trading conditions, it is more important than ever to understand the people, processes and issues – the underlying drivers and constraints - that really matter in determining how a customer’s need arises and the buying decision evolves.
The purchasing process is essentially a ‘journey’ that most companies follow routinely, most of the time, for any specific product category - but the rigours and constraints have got tighter in these challenging times. Success requires that as a vendor you understand the critical stages, issues and the personnel involved during the buyers’ journey: from having a need but no knowledge of your solution; through to selecting you as the potential vendor; and then ultimately contracting with you.
Some stages in the journey may be known and formalised, such as the RFP (Request For Proposals). But others, particularly the earlier stages, are more opaque. They are informal and usually poorly understood.
It is in this uncertainty that there is major opportunity for the enterprising vendor when you find out: why and where in the client organisation the need arises and evolves; and secondly when and how to communicate most effectively with the people that make, influence or approve decisions at each stage, through to the close
This White Paper describes a documented strategy to understand buyer behaviour and processes. The goal is to identify what your prospective customers really want - and how they want it - from the competing products and services in your chosen category. The process is recommended for companies in a range of sectors including: IT and CRM, manufacturing and engineering; HR, personnel and leadership; and professional services, including insurance, legal and financial. The service is avaialbe in London and throughout the UK.
Sales Process Engineering is a strategic sales & marketing planning system, developed by PR and marketing agency Rea-TMA Marketing. It enables business owners and sales and marketing professionals to cut costs and maximise margins. Users can engineer a sales & marketing process to match the key stages in each prospect's buying process - to mirror how clients make buying decisions.
Vendors can measure and optimise each progressive stage in your sales & marketing process - to specify the campaigns, collateral and training that will boost performance and maximise your return on investment. The result: a transparent, measurable and dynamic system that aligns marketing and sales to increase margins and minimise waste.
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